基于消费者偏好的颠覆性创新产品策略研究
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摘要
为了使颠覆性产品的市场定位准确,同时考虑消费者偏好和产品性能,结合颠覆性创新的阶段动态特点,分析了主流产品和颠覆产品在不同时期的市场绩效。结论表明:颠覆产品和主流产品在引入期的最优性能呈正相关关系,且随着两种产品的竞争关系而改变;两种产品在成长期的性能调整策略为主流产品反应缓慢则颠覆产品性能降低,主流产品反应迅速则在位企业主动提升主流产品性能;颠覆产品的主动推出策略均优于被动推出策略且优于不推出策略。研究结果能指导在位企业和新进入者开展颠覆性创新。
To make market orientation of disruptive product accurate,with the dynamic characteristics of disruptive innovation,both consumer preference and product performance were considered to analyze market performances of mainstream product and disruptive product in different periods.The conclusions show that the optimal performance of mainstream product and disruptive product is positively correlated at the introduction stage and this correlation changes with the competition of two products.Then,at the growth stage,the performance adjustment strategy of two products is that the disruptive product performance is low if the mainstream product reacts slowly.The incumbent should actively promote the mainstream product performance if the mainstream product reacts quickly.Finally,the strategy of disruptive product is that the proactive strategy is superior to the passive strategy and better than no product strategy.The results are of practical guiding significance for both the incumbents and the new entrants.
To make market orientation of disruptive product accurate,with the dynamic characteristics of disruptive innovation,both consumer preference and product performance were considered to analyze market performances of mainstream product and disruptive product in different periods.The conclusions show that the optimal performance of mainstream product and disruptive product is positively correlated at the introduction stage and this correlation changes with the competition of two products.Then,at the growth stage,the performance adjustment strategy of two products is that the disruptive product performance is low if the mainstream product reacts slowly.The incumbent should actively promote the mainstream product performance if the mainstream product reacts quickly.Finally,the strategy of disruptive product is that the proactive strategy is superior to the passive strategy and better than no product strategy.The results are of practical guiding significance for both the incumbents and the new entrants.
引文
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[10] 臧树伟,李平.基于破坏性创新的后发企业市场进入时机选择[J].科学学研究,2016,34(1):122-131.
[11] 杜学美,唐星,解正品,等.考虑消费者偏好的再制造产品定价策略研究[J].工业工程与管理,2016,21(6):84-89.
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[13] 黄海洋,陈继祥.颠覆性创新的扩散过程与中小企业的竞争策略[J].工业工程与管理,2011,16(1):123-129.
[14] 吴佩,陈继祥,史玉婷.颠覆性创新产品低端市场进入最优定价研究[J].系统管理学报,2014,23(1):149-152.
[15] Kraiselburd S,Narayanan V G,Raman A.Contracting in a supply chain with stochastic demand and substitute products[J].Production & Operations Management,2004,13(1):46-62.
[16] Tirole J.The theory of industrial organization[M].Cambridge:MIT Press,1988:96-97.
[17] 石俊国,郁培丽,孙广生.颠覆性创新行为、消费者偏好内生与市场绩效[J].系统管理学报,2017,26(2):287-294.
[18] Chintagunta P K,Jain D.A dynamic model of channel member strategies for marketing expenditures[J].Marketing Science,1992,11(2):168-188.
[19] 彭鸿广,骆建文.激励供应商R&D努力的最优补贴策略研究[J].工业工程与管理,2011,16(5):41-47.
[20] Christensen C M.Exploring the limits of the technology S-curve.Part I:component technologies[J].Production & Operations Management,1992,1(4):334-357.
[2] Lindsay J,Hopkins M.Disruptiveinnovation and the need for disruptive intellectual asset strategy[J].Journal of Product Innovation Management,2010,27(2):283-290.
[3] Sandberg B.Creating the market for disruptive innovation:market proactiveness at the Launch Stage[J].Journal of Targeting Measurement & Analysis for Marketing,2002,11(2):184-196.
[4] HendersonR.The innovator’s dilemma as a problem of organizational competence[J].Journal of Product Innovation Management,2006,23(1):5-11.
[5] Kim W C,Mauborgne R.Blue ocean strategy[M].Boston:Harvard Business School Press,2005.
[6] Christensen C M.The innovator’s dilemma:when new technologies cause great firms tofail[M].Boston:Harvard Business School Press,1997.
[7] Lieberman M B,Montgomery D B.First-moveradvantages[J].Strategic Management Journal,1988,9(S1):41-58.
[8] Christensen C M,Bower J L.Customerpower,strategic investment,and the failure of leading firms[J].Strategic Management Journal,1996,17(3):197-218.
[9] Schmidt G M,Druehl C T.When is a disruptive innovation disruptive?[J].Journal of Product Innovation Management,2008,25(4):347-369.
[10] 臧树伟,李平.基于破坏性创新的后发企业市场进入时机选择[J].科学学研究,2016,34(1):122-131.
[11] 杜学美,唐星,解正品,等.考虑消费者偏好的再制造产品定价策略研究[J].工业工程与管理,2016,21(6):84-89.
[12] Dubé L,Jha S,Faber A,et al.Convergent innovation for sustainable economic growth and affordable universal health care:innovating the way we innovate[J].Annals of the New York Academy of Sciences,2014,1331:119-141.
[13] 黄海洋,陈继祥.颠覆性创新的扩散过程与中小企业的竞争策略[J].工业工程与管理,2011,16(1):123-129.
[14] 吴佩,陈继祥,史玉婷.颠覆性创新产品低端市场进入最优定价研究[J].系统管理学报,2014,23(1):149-152.
[15] Kraiselburd S,Narayanan V G,Raman A.Contracting in a supply chain with stochastic demand and substitute products[J].Production & Operations Management,2004,13(1):46-62.
[16] Tirole J.The theory of industrial organization[M].Cambridge:MIT Press,1988:96-97.
[17] 石俊国,郁培丽,孙广生.颠覆性创新行为、消费者偏好内生与市场绩效[J].系统管理学报,2017,26(2):287-294.
[18] Chintagunta P K,Jain D.A dynamic model of channel member strategies for marketing expenditures[J].Marketing Science,1992,11(2):168-188.
[19] 彭鸿广,骆建文.激励供应商R&D努力的最优补贴策略研究[J].工业工程与管理,2011,16(5):41-47.
[20] Christensen C M.Exploring the limits of the technology S-curve.Part I:component technologies[J].Production & Operations Management,1992,1(4):334-357.