基于长尾理论的品牌手机集成创新与山寨手机模块创新比较研究

从长尾理论的视角探讨集成创新与模块创新的分工模式,并结合对品牌手机与山寨手机的案例分析,比较了一体化集成创新模式与网络化模块创新模式的市场策略差异.研究发现:集成创新通过一体化研发、生产、销售等关键活动,形成差异化的市场定位,获得长尾主体部分的"大众"市场,而模块化创新模式通过范围经济性形成价格优势,获得长尾部分的"小众"市场;采用集成创新模式的品牌手机和依托模块化创新模式发展起来的"山寨"手机各有自己独特的竞争优势,手机厂商应根据自身的创新能力选择合适的创新模式.

The Comparative Research on Integration Innovation Mode of Brand Mobile Telephone and Modularity Innovation Mode of Mountain Fastness Mobile Telephone Based on the Long Tail Theory

It explores competition strategy difference between integration innovation mode and modularity innovation mode based on the long tail theory by case study of brand mobile telephone and mountain fastness mobile telephone.The results show that integration innovation mode possesses mass market,the main part of the long tail,through key activities including integrative R&D,manufacture and marketing which make for differentiated market position.Modularity innovation mode possesses numerous niche markets,the long...