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基于理论模型方法,研究了在联盟网络中占据结构洞位置的上游强势供应商的产品市场进入决策机制,得出了三个主要结论:第一,在进入之前,存在基本准入条件,制约因素包括下游企业的知识壁垒、供应商所生产中间要素的成本在最终产品总成本中所占的比重,以及市场对产品的需求规模等;第二,先决性进入条件得到满足的情况下,供应商需要进一步选择有效的市场进入策略,研究结果揭示了两种基本策略——稳健型进入策略与冒险型进入策略;第三,成功进入产品市场后,供应商可以取得较之不进入时更优的绩效表现,包括利润的提升以及较大的市场份额;此外,消费者的福利也将得到改善。
Based on the theoretical model method, we study the product market entry decision-making mechanism of upstream strong suppliers occupying structural holes in the coalition network, and come to three main conclusions: First, before entering, there are basic access conditions and constraints Including the knowledge barriers of downstream enterprises, the cost of intermediate elements produced by suppliers in the total cost of the final product, and the market demand for products, etc .; second, the pre-requisite entry conditions are met, the supplier We need to further select an effective market entry strategy. The results reveal two basic strategies - a robust entry strategy and an adventurous entry strategy. Thirdly, after a successful entry into a product market, a supplier can achieve better results than a non-entry Performance, including increased profits and greater market share; In addition, the welfare of consumers will also be improved.