网络市场新产品互补战略实施研究

Implement Complementary Strategy for New Products in Network Market

近年来涌现出的网络市场具有与传统市场不同的消费者响应模式和市场竞争动力学,管理人员需要运用新的战略才能在网络市场取得成功。本文首先提出企业应该从战略高度出发实施新产品互补战略以赢得新产品成功;接着指出如何在产品开发和市场渗透两个阶段实施互补战略。新产品开发阶段的互补战略需要考虑与市场上已有的互补产品协同以及与将来最可能出现的互补产品协同。市场渗透阶段的互补战略主要通过产品捆绑和搭配销售来降低消费者感知到的新产品采用风险和利用已有的安装基础。

Network market is emergent in recent years, which is different from traditional market in consumer responding patterns and marketing competition dynamics. Managers need apply new strategy in order to succeed in network market. This paper firstly proposes that companies should strategically implement new product complementary strategy to succeed in market. Then it shows how to implement complementary in the step of new product development and marketing penetration. At the step of new product development, companies should consider to synergize with the existing complementary products and the most possible emergent complementary products in the future. At the step of marketing penetration, companies should mainly consider to decrease the new product adoption risk perceived by consumers and exploit the existing user installed base by product bundling and tying selling.