Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
標準戰爭與主流設計
Presented by Group 3
2011/11/1 Fall 2011 BAA Management of Technology 1
Chapter 4
B97701221 賴盈穎
B97701232 林姿安
B97701239 解惠鈞
B97701247 陳宣力
Course Lecturer: Prof. J. T. Chiang
Teaching Assistant: Hsuan-Yi Wu (Jen)
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
概論
• 主流設計
– 定義：某項產品主導同類產品市場(通常指市佔達50%或以上)
– 為什麼主流設計被選定?
• 學習曲線
• 網路外部性
– 塑造某項科技成為主流設計的多元價值
2011/11/1 2 Fall 2011 BAA Management of Technology
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
學習曲線
• 學習效果 – 定義：隨著累積產量上升
1. 單位成本下降 or 2. 單位產出增加
– 原因： • 科技產生的盈餘被用來再投資科技本身 • 找到更有效率、更有生產力的方式使用科技
– 不同組織有不同學習曲線 – 吸收能力：一個組織辨識、吸收並利用新知識的能
力
2011/11/1 3 Fall 2011 BAA Management of Technology
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
網路外部性
• 正面消費外部性 • 產品價值隨使用者增加而提高
• 實體網路 → 鐵路、電訊通信 • 非實體網路 → 作業平台
• 用戶群：Wintel • 互補性產品：VCR & 錄影帶、相機 & 底片
2011/11/1 4 Fall 2011 BAA Management of Technology
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
網路外部性 • 自我增強循環 & 贏者通吃
安裝基礎
消費者滿意
主流設計
相容與互補性產品之提供 銷售收益
科技改善
科技的效率與效能
2011/11/1 5 Fall 2011 BAA Management of Technology
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
政府法規
• 政府訂定法規，合法地引發主流設計
• 公用事業、通信業、電視業
→ FCC電視播映彩色標準
→ 歐盟單一無線電話規格
2011/11/1 6 Fall 2011 BAA Management of Technology
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
贏者通吃的市場
• 主流設計廠商
→ 可在短期內賺進高額利潤
→ 引導產業的演進
→ 影響未來產品世代的面貌
• 科技較優的產品 ≠ 贏家
• 如何管理造成設計選擇的多元價值
2011/11/1 7 Fall 2011 BAA Management of Technology
Department of Business Administration College of Management
多元價值
2011/11/1 Fall 2011 BAA Management of Technology 8
Department of Business Administration College of Management
實際VS 認知
2011/11/1 Fall 2011 BAA Management of Technology 9
Department of Business Administration College of Management
市場主流設計與網路外部性的競爭
2011/11/1 Fall 2011 BAA Management of Technology 10
Department of Business Administration College of Management
市場主流設計與網路外部系的競爭
2011/11/1 Fall 2011 BAA Management of Technology 11
Department of Business Administration College of Management
Q1: 什麼因素決定一個產業是否可能擁有一個或數個主流設計?
2011/11/1 Fall 2011 BAA Management of Technology 12
Department of Business Administration College of Management
Q2: 主流設計對消費者是好的嗎? 對競爭者呢?對互補廠商呢? 對供應商呢?
2011/11/1 Fall 2011 BAA Management of Technology 13
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
贏者通吃的市場對消費者好嗎？
2011/11/1 Fall 2011 BAA Management of Technology 14
