制造商技术开放策略问题研究

doi:10.16381/j.cnki.issn1003-207x.2019.0326

摘要/Abstract

摘要： 在高新科技领域，制造商往往需要面对技术优势与需求优势的选择问题，技术策略（开放/封闭）逐渐成为选择的关键。在产品需求理论的框架内，研究了制造商的技术策略问题，通过构建制造商技术策略模型，分析产品的网络外部性、规模经济效应以及新制造商对于制造商不同技术策略下最优利润的影响，进而得出制造商的技术策略、新制造商的市场进入策略及相应的市场结果。最后，文章进行了拓展，分别研究了存在多个新制造商和市场进入成本两种情况下各方策略及市场结果的变化。研究发现：（1）制造商数量对于潜在市场总需求的影响系数越大，制造商越倾向于选择技术开放策略；（2）适中的网络外部性强度和规模经济效应强度有利于制造商选择技术开放策略；（3）当新制造商数量增加时，制造商技术策略的变化方向由其初始技术策略所决定；（4）市场进入成本不会影响制造商的技术策略，却会改变技术开放策略下新制造商的市场进入策略，进而使得市场结果发生分化；（5）专利授权费会激励制造商选择技术开放策略。

关键词: 技术开放策略, 网络外部性, 规模经济效应, 新制造商, 市场进入成本

Abstract: In the high-tech fields, manufacturer is often faced with the tradeoff of technological advantage and demand advantage:the technology open strategy will not only expand the market scale and increase the product demand, but also reduce the cost of product components and parts, which will increase corporates profits; meanwhile, after the opening of technology, new manufacturers will enter the market and compete with the technology-leading enterprises, which will reduce the market share of enterprises and their ability to control the market. Therefore, the choice of appropriate technology strategy (open/closed) has gradually become an important decision for manufacturer.
When choosing technology strategies, manufacturer often takes three factors into consideration:(1) Network externality. The existence of network externality makes the utility of consumers improve with the increase of the scale of consumer, which makes the technology open environment conducive to the potential market demand; (2) Economies of scale. The existence of economies of scale makes the cost of components and parts fall as the market demand increases. (3) New manufacturers. When manufacturer chooses technology open strategy, new manufacturers can obtain the technology for free and participate in market competition, which reduces the market share of manufacturer. Network externality and economies of scale constitute the market condition, which determine whether the manufacturer is willing to provide products for a certain market, while the entry of new manufacturers will change the existing market share and thus affect manufacturer's profit, these three factors affect each other and jointly determine the manufacturer's technology strategy.
Within the framework of product demand theory, the choice of manufacturer's technology strategy is studied. By establishing the manufacturer's technology strategy model, the influence of product network externality, economies of scale and new manufacturers' optimal profits in is analyzed different technology strategies, and the technology strategy of the manufacturer, the market entry strategy of new manufacturers and the corresponding market outcome are obtained. At last, the research is extended, and the change of strategies and market outcomes are studied when there are multiple new manufacturers and when there is market entry cost.
It is shown that:(1) The greater the influence coefficient of new manufacturers' number on the total market potential demand, the more manufacturer tend to adopt the technology open strategy; (2) Moderate strengths of network externality and economies of scale are favorable for manufacturer to adopt technology open strategy; (3) When the number of new manufacturers increases, the change direction of the manufacturer's technology strategy is determined by its initial technology strategy; (4) The market entry cost will not affect the manufacturer's technical strategy, but will change the market entry strategy of new manufacturers under the technology open strategy, and then differentiates the market outcome; (5) The patent fee will stimulate manufacturer to adopt technology open strategy.

Key words: technology open strategy, network externality, economies of scale, new manufacturers, market entry cost

中图分类号:

F272.3

谈丹, 魏航, 李佩. 制造商技术开放策略问题研究[J]. 中国管理科学, 2021, 29(7): 84-95.

TAN Dan, WEI Hang, LI Pei. Research on the Technology Open Strategy of Manufacturer[J]. Chinese Journal of Management Science, 2021, 29(7): 84-95.

参考文献

[1] 杂集.高通被罚60亿又如何?它的技术垄断才刚开始[EB/OL].(2015-04-30)[2019-03-13].http://www.sohu.com/a/13203754_111230. Zaji. What about a MYM6 billion fine for Qualcomm? Its technology monopoly is just beginning[EB/OL].(2015-04-30)[2019-03-13].http://www.sohu.com/a/13203754_111230.
[2] Michael J M. Why the IBM PC had an open architecture[EB/OL].(2011-08-08)[2019-03-13]. http://forwardthinking.pcmag.com/pc-hardware/286065-why-the-ibm-pc-had-an-open-architecture.
[3] Hu Bin, Hu Ming, Yang Yi. Open or closed? Technology sharing, supplier investment, and competition[J]. Manufacturing & Service Operations Management, 2017, 19(1):132-149.
[4] Hu Ming, Li Xi, Shi Mengze. Product and pricing decisions in crowdfunding[J]. Marketing Science, 2014, 34(3):331-345.
[5] Geoffrey P, Van A. Innovation, openness, and platform control[J]. Management Science, 2018, 64(7):3015-3032.
[6] Bar-Gill O, Parchomovsky G. The value of giving away secrets[J]. Virginia Law Review, 2003, 89(8):1857-1895.
[7] Harhoff D. Strategic spllovers and incentives for research and development[J]. Management Science, 1996, 42(6):907-925.
[8] 熊中楷,申成然,彭志强.专利保护下再制造闭环供应链协调机制研究[J].管理科学学报,2011,14(6):76-85. Xiong Zhongkai, Shen Chengran, Peng Zhiqiang. Closed-loop supply chain coordination research with remanufacturing under patent protection[J]. Journal of Management Sciences in China, 2011, 14(6):76-85.
[9] 许春, 刘奕. 专利竞赛中企业主动性技术泄露行为研究[J]. 管理工程学报, 2009, 23(1):93-98. Xu Chun, Liu Yi. Research on the firm's strategy of voluntary know-how leaking-out in the patent race[J]. Journal of Industrial Engineering and Engineering Management, 2009, 23(1):93-98.
[10] Lin Lihui, Kulatilaka N. Network effects and technology licensing:managerial decisions for fixed fee, royalty, and hybrid licensing[J]. Journal of Management Information Systems, 2006, 23(2):91-118.
[11] 许研, 陶晓波, 纪雪洪. 新能源汽车市场导入期的网络效应及策略选择[J]. 工业技术经济, 2015(3):3-11. Xu Yan, Tao Xiaobo, Ji Xuehong. Network effects and strategies selection of alternative fuel vehicles' promotion in its introduction period[J]. Journal of Industrial Technological Economics, 2015(3):3-11.
[12] 吴春旭, 王琴, 许传永. 基于预期网络规模的双寡头质量竞争[J]. 中国管理科学, 2015, 23(3):82-89. Wu Chunxu, Wang Qin, Xu Chuanyong. Duopoly competition of quality based on expected network size[J]. Chinese Journal of Management Science, 2015, 23(3):82-89.
[13] 赵丹, 王宗军. 网络效应与多寡头市场技术许可竞争策略研究[J]. 中国管理科学, 2010, 18(1):107-112. Zhao Dan, Wang Zongjun. Network effect and research on technology licensing strategies in oligopoly[J]. Chinese Journal of Management Science, 2010, 18(1):107-112.
[14] Guy C, Bennison D, Clarke R. Scale economies and superstore retailing:new evidence from the UK[J]. Journal of Retailing & Consumer Services, 2005, 12(2):73-81.
[15] Keh H T, Chu S. Retail productivity and scale economies at the firm level:a DEA approach[J]. Omega, 2003, 31(2):75-82.
[16] 陈林, 胡超凡. 中国上市零售企业的规模经济效应研究——基于超越对数成本函数的实证分析[J]. 财贸研究, 2015(6):64-73. Chen Lin, Hu Chaofan. A research on the economy of scale for Chinese large retailing enterprises:based on trans-logarithm cost function[J]. Finance and Trade Research, 2015(6):64-73.
[17] 尚文芳, 祁明. 生产成本依赖规模经济效应的供应链需求扰动管理[J]. 工业工程, 2011, 14(5):36-41. Shang Wenfang, Qi Ming. Demand disturbance management with scale-economy-effect-dependent production cost in supply chain[J]. Industrial Engineering Journal, 2011, 14(5):36-41.
[18] 王连华. 市场结构对我国寿险市场规模的影响——基于地区面板数据的实证研究[D]. 厦门大学, 2018. Wang Lianhua. The influence of market structure on the scale of life insurance market in China——empirical study based on regional panel data[D]. Xiamen University, 2018.
[19] 潘晓军, 陈宏民. 基于网络外部性的规模收益与产品差异化[J]. 管理科学学报, 2003, 6(3):28-34. Pan Xiaojun, Chen Hongmin. Return of scale and product differentiation with network externality[J]. Journal of Management Sciences in China, 2003, 6(3):28-34.
[20] 程贵孙, 陈宏民, 孙武军. 具有网络外部性特征的企业兼并模式选择[J]. 中国管理科学, 2006, 14(5):121-127. Cheng Guisun, Chen Hongmin, Sun Wujun. The mode decision on merger of firms with the characteristic of network externality[J]. Chinese Journal of Management Science, 2006, 14(5):121-127.