摘要
从消费者角度,将Lancaster产品特征模型引入到破坏性创新企业市场进入的研究中,对破坏性创新企业的市场进入进行分析,基于消费者的偏好特点,分析最优消费行为,并据此研究破坏性创新企业能否成功进入的问题,然后从产品设计、定价策略、广告策略三方面对破坏性创新产品可能颠覆市场的企业策略行为进行分析,对直接从企业角度探讨破坏性创新的现有理论进行补充,加深对破坏性创新作用机理的认识。
This paper introduces the Lancaster characteristic model to analyze and explain market entry of disruptive innovation firm from perspective of consumer. The strategic choices of disruptive firm are discussed from three aspects, product design, pricing and advertising strategy. This conceptual model supplements the established theory on disruptive innovation from the firm＇s perspective, which can deepen the understanding of disruptive innovation mechanism.
出处
《软科学》
CSSCI
北大核心
2013年第8期26-30,共5页
Soft Science
基金
国家自然科学基金项目(71272163)
教育部人文社会科学规划基金项目(12YJA630180)
