The network effects of IT product''s diffusion in different stages of life cycle- the Case of DIGITAL CAMERA-

• Main Authors: Shi-Tei Tu, 杜師德
• Other Authors: 唐富藏
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/55067459776855780184

碩士 === 國立臺灣大學 === 商學研究所 === 87 === By intrinsic natures of IT products got high tech and unstability. It needs different industry and company strategies from other non-IT to get into main stream and to survive. Its PLC developing depends on " CRITICAL MASS" and "CHAIN REACTION" ,We want to know how to push and evaluate the "MASS" in order to get positive "CHAIN REACTION" .It''s the most important KSF of IT products to struggle for existence. The "CRITICAL MASS" and "CHAIN REACTION" we called are "NETWORK EFFECTS" of IT , It can create a positive feedback and make the strong stronger and weak weaker. Usually IT products are integrated as a system, like as: os vs as, cpu vs ram, disk vs control card, vcr vs tape…..etc. In traditional competitive strategies we consider the relationship of competitors,suppliers and consumers.Yet in the economy of internet we should pay much attention to the suppliers of complements, That means if we want to keep higher competitive ability IT products should be compatible to other components in the system. As the situation of systemization in IT products, companies should not only compete with others but cooperate and ally with others in order to control or join the compatilility and standard of IT products. "NETWORK EFFECTS" is not only existing in real communication internet but also in virtual internet, the larger the internet is the more valuable the internet is, Keeping growing and developing is the only strategy idea. Not only create the economic scale of production but push and boost the NETWORK EFFECTS to the economic scale of demand. The excellent tech is not the only KSF to succeed, We need some other marketing tools to be executed in the same time to create positive feedback, That means there are close relationship between NETWORK EFFECTS and marketing stratgies ,Both can strengthen the efficience of each effects. The purpose of this thesis is from the view of NETWORK EFFECTS to apply to the strategies of competition and diffusion of IT products. We hope to simplify and concrete these strategies to become executable processes or marketing indexes and also integrated into each stage of PLC. In short, How can we get critical mass and create NETWORK EFFECTS to stride over the chasm into main stream and in the main stream how we expand and accelerate the NETWORK EFFECTS to make the most profits and before the end of PLC get out of market asap.