NetworkEffectsandSwitchingCosts网络效应和转移成本.docxVIP

The Networked Economy(14): Information Management, Strategy, and Innovation网络经济：信息管理，战略和创新 Network Effects and Switching Costs网络效应和转移成本 Question问题 Why does Microsoft have a monopoly in operating systems?微软为何能垄断操作系统市场？ Reasons that lead to Microsoft’s monopoly 列举微软取得垄断的三个原因 Network effects网络效应 Adding a user increases the value of the product for existing users 每增加一个用户都会增加产品对现有用户的价值 Customer lock-in客户锁定 High switching cost转移成本高 Assets　资产（要买硬、软件） Cognitive　认知（要重新学习） Other 其他 Tight integration with applications与各种应用紧密结合 Microsoft Office: Priced as bundleOffice套装软件就是捆绑定价 High barrier of entry 进入壁垒高 Expensive to produce comparable product suite 生产类似产品系列需巨资投入 High fixed and low marginal cost数字商品都具有高固定（初始）成本、低边际（增量）成本的特点 Strategic alliances 战略联盟 Partnerships with Intel etc.与英特尔等公司结盟 Network effects 网络效应 Network effects 网络效应 The higher the number of users of a product or service, the higher the value for each user 某个产品或服务拥有的用户越多，它对每位用户的价值就越高 Network effects have been amplified in speed and scale through the networked economy网络效应的速度与规模在网络化的数字经济中被空前放大。 Need for collaboration必须合作 Document sharing, supply chain integration文件共享、供应链整合 New releases rolled out almost instantaneously across the world进行全球同时发布 Microsoft微软 Microsoft has chosen compatibility over performance比起性能，微软更重视兼容 Reason: To maintain its network power 维持其网络效应 Switching costs转移成本 Switching cost := Cost to move to competitor’s product 转向竞争对手产品的成本 Goal to create dependencies: Lock customer into product目标：将客户锁定于你的产品 The more a product is used, the harder it becomes to switch使用某一产品越久，就越难转换 Cognitive switching costs 认知转移成本 Learning, corporate re-training学习、公司再培训 Information assets信息资产 E.g., customer information and data bases如客户信息和数据库 Complementary assets补充性资产 Software, peripherals外围设备、软件 Microsoft’s monopoly微软的垄断性 Monopoly (or near-monopoly) suppliers are often a natural outcome