本文關(guān)鍵詞： Ofifce軟件 博弈論 兼容策略 平臺軟件　出處：《南京大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在我國由于市場需求的不斷擴(kuò)大以及政府的積極扶持,近年來國產(chǎn)Office軟件企業(yè)取得了快速發(fā)展。但是,國產(chǎn)Office軟件在與國際巨頭的競爭中仍然處于劣勢。因此對國產(chǎn)Office軟件而言,機(jī)遇與挑戰(zhàn)并存。究竟應(yīng)該采取何種策略,才能抓住市場機(jī)遇建立和擴(kuò)大企業(yè)的競爭優(yōu)勢,這是擺在永中及所有國產(chǎn)Office軟件廠商面前的一個非常重要的課題。 論文首先對國內(nèi)外Office軟件業(yè)作了總體闡述,回顧了國產(chǎn)Office在我國發(fā)展的歷史階段,并重點(diǎn)介紹了永中軟件的發(fā)展現(xiàn)狀。在對國產(chǎn)Office軟件企業(yè)進(jìn)行市場調(diào)查的基礎(chǔ)上,對我國Office軟件行業(yè)的市場情況進(jìn)行了分析,同時應(yīng)用波特“五力模型”對國產(chǎn)Office軟件的競爭環(huán)境進(jìn)行分析,指出國產(chǎn)Office廠商面臨的巨大競爭壓力。 隨后論文對國產(chǎn)Office的競爭策略進(jìn)行研究。由于Office具有網(wǎng)絡(luò)外部性,而且國產(chǎn)Office廠商屬于后入者,因此研究重點(diǎn)是網(wǎng)絡(luò)外部性下的后入者與在位者的博弈。論文分別從三個不同角度進(jìn)行探討。第一是從一般的應(yīng)用軟件按角度,借助博弈論分析國產(chǎn)Office廠商的兼容性策略,指出國產(chǎn)Office廠商在創(chuàng)新的同時必須要實(shí)現(xiàn)與在位廠商一定程度的兼容,；第二是從帶有APIs的系統(tǒng)軟件角度,指出Office軟件的互補(bǔ)品種類也是重要的競爭因素,并借助博弈論分析國產(chǎn)Office廠商的差異化策略,指出國產(chǎn)Office廠商如要與在位者共存,必須要采取差異化策略,爭取更多的互補(bǔ)品開發(fā)商的支持,并鎖定部分消費(fèi)者；最后是從平臺軟件的角度,用平臺競爭理論分析國產(chǎn)Office廠商在無法實(shí)現(xiàn)與主流平臺完全兼容的情況下可以采取的競爭策略。 在分析的基礎(chǔ)上,本文在推動Office互補(bǔ)應(yīng)用開發(fā)、建立完整產(chǎn)業(yè)鏈和標(biāo)準(zhǔn)戰(zhàn)略實(shí)施等方面提出相關(guān)建議。
[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.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F49

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本文編號：1468350