网络效应新产品的启动战略研究

有效的启动战略是新产品成功的重要因素,对传统新产品有效的启动战略不适合基于信息和通信技术的创新产品,因为这些产品具有的网络效应改变了消费者响应模式和市场竞争模式。网络效应新产品启动的目标不是短期利润最大化,而是尽快扩大安装基础获得长期竞争优势。提出了有助于网络效应新产品快速成功启动的大众市场定位战略、渗透定价战略、捆绑战略、预期管理战略和锁定战略。

Launch Strategies for New Product with Network Effects

Effective launch strategy is one of the determinants for new product success. Traditionally effective marketing strategies are not fitted to new product based on information and communication technology. Network effects change the consumer's response and competitive behavior. The launch aim of new product with network effects is not maximized short-term profit but expanding installed base and acquiring long-term profit. This paper presents some strategies to launch new product with network effects speedily ...