中欧国际工商学院.ppt
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当客户基础规模在一段时间内提高了产品/服务的价值 • When entry by competitors can be deterred by high fixed investments
当高额固定投资能够制约竞争对手进入 • Also – large market 还有-大型市场
Lock-in + positive feedback + high fixed costs = increasing returns 锁定＋正面反馈＋高固定成本＝递增收益
all the controls, switches and levers are 品牌间：从本田到宝马 • 找到新的服务点 • 找到零配件供应点 • 购买新附件/工具包 • 适应新仪表盘，了解所有控制件、开关和操作杆的位置
Upgrade: any car to any other • Getting license plates, registration, insurance,
Automobiles汽车 Across brands: Honda to BMW • Finding a new service shop • Finding where to get spare parts • Buying new accessories/toolkit • Adapting to the new dashboard, figuring out where
6-2
Lock-in: Overview锁定：概览
Switching computers vs cars 转换计算机与转换汽车
百度文库
Computers计算机
Across brands: Mac to PC • Buying new peripherals • Buying new software • Converting all Mac files to PC-compatible files • Learning how to use the new OS - getting used to
• So, when is speed advantageous?那么，什么时候速度才是优势？
• When the first mover can lock-in customers当先动者可以锁定客户 • When the size of one’s customer base increases the value of the offer
– Demand-side vs supply-side economies of scale 需求方与供给方的规模经济
Does a first-mover have an advantage? 先动者具有优势吗？
• Disadvantages of being the first to market首先进入市场的劣势 • Market may be poorly understood对市场的了解可能不够 • Product creation may be inefficient产品生产可能效率低下 • Product/service may be unreliable, unfamiliar产品/服务可能不可靠、不熟悉 • Market may not have enough demand as yet市场可能还没有足够的需求 • Nature of competition/substitutes may not be clear竞争/替代品本质可能还不 够明朗
6-3
Lock-in: Overview锁定：概览
Switching costs in the Mac-PC example Mac－PC例子中的转换成本 • Buying new peripherals (OS-specific)购买新的外围设备（针对操作系统） • Buying new software (OS-specific)购买新软件（针对操作系统） • Converting your Mac files to PC-compatible files (OS-specific)将所有Mac文件转换到PC兼容
Upgrade: any computer to any other • Copying files, reinstalling software • Shortcuts, bookmarks,… • Getting used to the feel/layout of the new keyboard 升级：从任何计算机到其他计算机 • 复制文件、重新安装软件 • 快捷键、书签… • 熟悉新键盘的感觉/布局
Andreas S. Weigend, PhD 韋思岸教授
SJTU Dec 2004
E-Business (6): Strategy 电子商务 (6): 战略
Content 内容
– First-mover issues 先动者问题
– Drivers of lock-in 锁定动因
– Tippy markets, positive feedback 倾斜的市场，正面的反馈
spending time at DMV/AAA • Getting used to 'how the car drives' (maybe this is a
little less if you buy a car of the same brand and model?) 升级：从任何汽车到其他汽车 • 取得牌照，进行登记，购买保险，向机动车辆管理局/美国汽 车协会进行咨询 • 熟悉“汽车如何驾驶”（如果购买的是同一品牌、同一型号 ，则或许就不必花太多时间）
the new UI, figuring out what the mouse does when you right-click, double-click, what the control and function keys do... • Finding a new ‘support group’ 品牌间：从Mac到PC • 购买新的外围设备 • 购买新软件 • 将所有Mac文件转换到PC兼容文件 • 学习如何使用新操作系统－熟悉新的用户界面，了解右击、 双击时鼠标的作用，以及控制键和功能键的作用… • 找到新的“支持小组”
当高额固定投资能够制约竞争对手进入 • Also – large market 还有-大型市场
Lock-in + positive feedback + high fixed costs = increasing returns 锁定＋正面反馈＋高固定成本＝递增收益
all the controls, switches and levers are 品牌间：从本田到宝马 • 找到新的服务点 • 找到零配件供应点 • 购买新附件/工具包 • 适应新仪表盘，了解所有控制件、开关和操作杆的位置
Upgrade: any car to any other • Getting license plates, registration, insurance,
Automobiles汽车 Across brands: Honda to BMW • Finding a new service shop • Finding where to get spare parts • Buying new accessories/toolkit • Adapting to the new dashboard, figuring out where
6-2
Lock-in: Overview锁定：概览
Switching computers vs cars 转换计算机与转换汽车
百度文库
Computers计算机
Across brands: Mac to PC • Buying new peripherals • Buying new software • Converting all Mac files to PC-compatible files • Learning how to use the new OS - getting used to
• So, when is speed advantageous?那么，什么时候速度才是优势？
• When the first mover can lock-in customers当先动者可以锁定客户 • When the size of one’s customer base increases the value of the offer
– Demand-side vs supply-side economies of scale 需求方与供给方的规模经济
Does a first-mover have an advantage? 先动者具有优势吗？
• Disadvantages of being the first to market首先进入市场的劣势 • Market may be poorly understood对市场的了解可能不够 • Product creation may be inefficient产品生产可能效率低下 • Product/service may be unreliable, unfamiliar产品/服务可能不可靠、不熟悉 • Market may not have enough demand as yet市场可能还没有足够的需求 • Nature of competition/substitutes may not be clear竞争/替代品本质可能还不 够明朗
6-3
Lock-in: Overview锁定：概览
Switching costs in the Mac-PC example Mac－PC例子中的转换成本 • Buying new peripherals (OS-specific)购买新的外围设备（针对操作系统） • Buying new software (OS-specific)购买新软件（针对操作系统） • Converting your Mac files to PC-compatible files (OS-specific)将所有Mac文件转换到PC兼容
Upgrade: any computer to any other • Copying files, reinstalling software • Shortcuts, bookmarks,… • Getting used to the feel/layout of the new keyboard 升级：从任何计算机到其他计算机 • 复制文件、重新安装软件 • 快捷键、书签… • 熟悉新键盘的感觉/布局
Andreas S. Weigend, PhD 韋思岸教授
SJTU Dec 2004
E-Business (6): Strategy 电子商务 (6): 战略
Content 内容
– First-mover issues 先动者问题
– Drivers of lock-in 锁定动因
– Tippy markets, positive feedback 倾斜的市场，正面的反馈
spending time at DMV/AAA • Getting used to 'how the car drives' (maybe this is a
little less if you buy a car of the same brand and model?) 升级：从任何汽车到其他汽车 • 取得牌照，进行登记，购买保险，向机动车辆管理局/美国汽 车协会进行咨询 • 熟悉“汽车如何驾驶”（如果购买的是同一品牌、同一型号 ，则或许就不必花太多时间）
the new UI, figuring out what the mouse does when you right-click, double-click, what the control and function keys do... • Finding a new ‘support group’ 品牌间：从Mac到PC • 购买新的外围设备 • 购买新软件 • 将所有Mac文件转换到PC兼容文件 • 学习如何使用新操作系统－熟悉新的用户界面，了解右击、 双击时鼠标的作用，以及控制键和功能键的作用… • 找到新的“支持小组”