網絡效應下的3D CAD廠商經營策略及績效

Abstract

本研究以3D CAD軟體產業為例，分析網絡效應之下後進廠商的因應方式及績效，當顧客因高轉換成本而處於高度套牢，加以市場啟動正向反饋循環，形成了強者越強，大者恆大的網絡效應。本研究以個案說明後進者如何藉由不斷的改變經營策略，嘗試各種行銷活動，試圖突破困境與挑戰，同時也分析前述策略的施行成效。本研究的主要發現為，在網絡效應下，後進者的努力雖然使初期市占率有所增長，但以整體市場而言，仍舊無法與競爭對手相互抗衡。This study attempts to explore how a late comer in 3D CAD software industry formulates a strategy to compete with rivals and how it performs. In this industry, customers are held up because of high switching costs. It further triggers positive feedback due to economy of scale. Additionally, the network effect coming from the value of file sharing results the winner-take-all phenomenon. This study uses a case to illustrate how a late comer under such strong network effect struggle against the negative feedback. Different attempts are documented and analyzed. The main finding is that the late comer’s attempts only achieve modest gain of market share. Without a dramatic game-changing plan, the late comer can hardly gain market.