永中公司竞争策略研究

发布时间：2018-01-27 11:21

本文关键词： Ofifce软件博弈论兼容策略平台软件　出处：《南京大学》2013年硕士论文　论文类型：学位论文

【摘要】：在我国由于市场需求的不断扩大以及政府的积极扶持,近年来国产Office软件企业取得了快速发展。但是,国产Office软件在与国际巨头的竞争中仍然处于劣势。因此对国产Office软件而言,机遇与挑战并存。究竟应该采取何种策略,才能抓住市场机遇建立和扩大企业的竞争优势,这是摆在永中及所有国产Office软件厂商面前的一个非常重要的课题。论文首先对国内外Office软件业作了总体阐述,回顾了国产Office在我国发展的历史阶段,并重点介绍了永中软件的发展现状。在对国产Office软件企业进行市场调查的基础上,对我国Office软件行业的市场情况进行了分析,同时应用波特“五力模型”对国产Office软件的竞争环境进行分析,指出国产Office厂商面临的巨大竞争压力。随后论文对国产Office的竞争策略进行研究。由于Office具有网络外部性,而且国产Office厂商属于后入者,因此研究重点是网络外部性下的后入者与在位者的博弈。论文分别从三个不同角度进行探讨。第一是从一般的应用软件按角度,借助博弈论分析国产Office厂商的兼容性策略,指出国产Office厂商在创新的同时必须要实现与在位厂商一定程度的兼容,；第二是从带有APIs的系统软件角度,指出Office软件的互补品种类也是重要的竞争因素,并借助博弈论分析国产Office厂商的差异化策略,指出国产Office厂商如要与在位者共存,必须要采取差异化策略,争取更多的互补品开发商的支持,并锁定部分消费者；最后是从平台软件的角度,用平台竞争理论分析国产Office厂商在无法实现与主流平台完全兼容的情况下可以采取的竞争策略。在分析的基础上,本文在推动Office互补应用开发、建立完整产业链和标准战略实施等方面提出相关建议。
[Abstract]:In China, due to the continuous expansion of market demand and the active support of the government, domestic Office software enterprises have made rapid development in recent years. The domestic Office software is still at a disadvantage in the competition with the international giants. Therefore, for the domestic Office software, opportunities and challenges coexist. What strategies should be adopted. Only in order to seize the market opportunity to establish and expand the competitive advantage of enterprises, this is a very important issue in front of Yongzhong and all the domestic Office software manufacturers. Firstly, the paper gives a general description of the domestic and foreign Office software industry, and reviews the historical stage of the development of domestic Office in China. Based on the market investigation of domestic Office software enterprises, the market situation of Office software industry in China is analyzed. At the same time, the author analyzes the competitive environment of domestic Office software by using Porter's "five Force Model", and points out the great competition pressure faced by domestic Office manufacturers. Then the paper studies the competitive strategy of domestic Office. Because Office has network externality and domestic Office manufacturers belong to the latter. Therefore, the focus of the study is the game between the entrant and the incumbent under the network externality. The thesis discusses the game from three different angles. The first is from the perspective of general application software. By analyzing the compatibility strategies of domestic Office manufacturers with the aid of game theory, it is pointed out that domestic Office manufacturers must achieve compatibility with the incumbent manufacturers to a certain extent while innovating. Second, from the point of view of the system software with APIs, it points out that the type of complementary products of Office software is also an important competitive factor, and analyzes the differentiation strategy of domestic Office manufacturers with the help of game theory. It is pointed out that if the domestic Office manufacturers want to coexist with the incumbent, they must adopt the differentiation strategy, win the support of more complementary developers, and lock in some consumers. Finally, from the point of view of platform software, this paper analyzes the competitive strategies that domestic Office manufacturers can adopt when they can not achieve full compatibility with mainstream platforms by using platform competition theory. On the basis of the analysis, this paper puts forward some suggestions on promoting the development of complementary application of Office, establishing a complete industrial chain and implementing the standard strategy.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F49

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