数字化创新下的产品市场多点竞争模型

本文以数字化创新下出现的产品分层模块化架构为基础,从技术变革引发产品架构变化进而导致企业在产品市场上的竞争特点发生改变的角度出发,分析了数字化创新对产品市场竞争的多层次性和互补性影响,提出了数字化创新背景下的多点竞争模型。然后,在该模型基础上提出了跨层间接进攻和跨层直接攻击2种产品市场多点竞争策略。接着,以苹果和谷歌公司为例,分析了数字化创新背景下产品市场多点竞争模型的应用。据此,提出了以分层模块化架构为基础识别竞争对手,重视组件的平台化发展、强化不同组件间的互补性,注重跨层竞争策略的应用等建议。本文从理论上丰富和完善了传统的多点竞争模型,并从实践上为企业应对数字化创新下的竞争挑战提供了指导。

Based on the layered modular architecture of products under the background of digital innovation,this paper starts from the change of product structure caused by technological change and the change of competitive characteristics of enterprises in product market,analyzes the multi-level and complementary influence of digital innovation on competition in the product market,and proposes a multi-point competition model under digital innovation.Based on the model,two multi-point competition strategies for cross-layer indirect attack and cross-layer direct attack are proposed.Then,taking Apple and Google as examples,this paper analyzes the application of the multi-point competition model of product market under digital innovation.Accordingly,some suggestions are put forward,such as identifying competitors based on layered modular architecture,emphasizing the platform development of components,strengthening the complementarity among different components,and emphasizing the application of cross-layer competition strategy.This paper theoretically enriches the traditional multi-point competition model,and provides practical guidance for enterprises to deal with the competition challenges under digital innovation.