演化壁垒、跳板用户与新技术的市场演化

摘要

新技术从技术源演化到大众市场是一个不断跨越不同演化壁垒的过程,需要适当的时间.本文从需求与要求异质性、技术本身演化、认知障碍、互补资产、用户成本与政策法律角度讨论了某一特定市场的演化壁垒的形式,也从这些因素的复杂性、动态性及相对性讨论了跨越演化壁垒的难度,强调降低演化壁垒相对高度以降低跨越壁垒难度的重要性.其后,文章探讨了跳板用户的概念、特性、价值并比较了新技术的三种市场演化路径.文章以SanDisk公司为例说明闪存技术成功的市场演化的过程.%This paper discusses the symptoms of evolution barriers of one special market from the perspective of the heterogeneity of requirements and needs, technology' s own evolution, cognitive barrier, complementary assets, user' s cost, and policies and laws. Also, according to their complication, dynamics and relativity, this paper discusses the difficulties in leaping over these evolution barriers with the focus on the importance of reducing the relative height of evolution barriers in order to reduce the difficulties in leaping over them. This paper discusses the concept, special characteristics, value of springboard-type users, and makes a comparison of the three evolution roads of new technologies. This paper demonstrates this evolution process with the example of flash memory technology droved by company SanDisk.