论数字产品的范围经济与盈利战略

A Study on Economies of Scope and Profitability Strategy of Digital Products

通过规模的不断扩张来寻求市场垄断地位是每个企业的梦想,然而任何企业都不可能无限扩张,新经济时代的电子商务企业同样如此。通过对规模经济、范围经济和规模无关论的分析,我们知道分工才是经济增长的真正动力。对于数字产品而言,免费是一种饮鸩止渴的策略,只有通过范围经济才能实现规模的继续扩张。为了实现从免费到收费的平滑过渡,我们设计了一套基于专业化分工的3阶段竞争战略。

It is the every enterprise＇s dream that enterprise achieve monopolization by scaling up. But it is impossible that an enterprise expand to infinity. After we analyzes the economies of scale and scope, we know that dividing work is the real motivity of economy rising. Free-of-charge is a self-destruction strategy for digital products. For the sake of smoothness transition from free-of-charge to charging, we design a three-phase competition strategy bases on specialization dividing work.