互联网企业投资的跟进者策略分析

Analysis of Internet enterprises investment strategies for second-mover

在网络经济中电子商务投资的先行者已占得先机的情况下,跟进者应如何选择竞争策略?为解决这一问题,该文在对互联网企业投资的跟进者优劣势进行分析的基础上,建立了基于物种相互作用模型的互联网企业投资跟进者策略选择模型。结果表明,资源获取能力是影响跟进者策略选择的重要因素,跟进者在具有强竞争力的条件下,并购、合围策略是适合的战略选择;相反,则宜采取市场细分“拾余补漏”策略将与先行者的竞争关系转化为互惠共生关系。

The first-mover of e-commerce takes the advantages coming from Internet economy and possesses positive network externality.How can the second-mover select right investment strategies? Based on the analysis of the second-mover advantages and disadvantages for Internet enterprises investment,this paper introduces two-species models to demonstrate competitive situations and development conditions of the second-mover.It reveals that the ability of obtaining resources is the key factor to influence the decision-making of second-mover.A competitive second-mover who holds very strong resources can compete with some means such as acquisition and mergence,encircling and annihilating.Otherwise, choosing market segmenting and niche so as to change the relationship from competition to commensalism and reciprocity between first-mover and second-mover should be a good choice.