免费:网络服务市场的破坏性创新

Free of Charge:Disruptive Innovation of the Network Service Market

相对于"原子经济"条件下产品的边际成本递增规律,"比特经济"条件下的网络服务具有边际成本递减的特性,免费成为互联网行业通行的定价原则和商业模式基础,并演变为弱小企业破坏并最终战胜强大对手的利器。文章从破坏性创新理论的要点分析入手,结合本土两个互联网企业——淘宝网和腾讯QQ的成功案例探讨了网络服务免费对现有市场"又破又立"的破坏性创新作用,为本土新创互联网企业顺利进入新市场或企业新创市场的战略选择提供重要的参考。

Compared with the law of increasing marginal cost of the product in the ＂atom economy＂, network services in the ＂Bit economy＂ have the characteristics of diminishing marginal cost. Free of charge becomes the prevailing pricing principle in the Internet industry and the basis of business mod- el. It is a strong weapon for the weak business to eventually defeat powerful opponents. Through an analysis of the main points of the theory of disruptive innovation, the paper gives a case study of two successful Chinese Internet companies, Taobao and Tencent QO, and reveals the role of disruptive in- novation in free network services in the existing market, which should have much value to the Chinese Internet companies for a successful strategic choice in the new market.