浅探互联网应用中的同质化与差异化

从实证角度对互联网应用中最具代表性的门户网站、搜索引擎和即时通讯软件的界面、功能的相似度进行了量化分析,论证了互联网应用中存在着普遍的产品和服务的模仿行为,进而从互联网经济的特点出发,推断资产的专用性、传统经济广泛的供应链关系,以及互联网应用中统一的开发平台是互联网应用中同质化现象日益普遍的原因。最后通过对实例的分析归纳指出:提高差异化速度,致力于细分的客户需求,以及针对特有优势资源进行差异化才是维持差异化优势的根本方法。

Homogeneity and differentiation in Internet applications

This paper empirically investigates the homogeneity in typical Internet-based services.Through a quantitative analysis,the presence of a high degree of commonality was established in both the contents and user interfaces of three typical types of services including popular web portals,search engines,and instant message services in China.The reasons for such a phenomenon were then analyzed from relevant theoretical perspectives on the Internet economy.Several leading factors are identified,such as weaker asset specificity and less dependence on extensive supply chains in the Internet economy than in the industrial economy,and a common open platform for developing Internet-based services.Analysis of several examples shows that the key to maintaining sustainable competitive advantages from differentiation in electronic commerce lies in increasing the speed of innovation,targeting the needs of specific market segmentation,and differentiating based on a firm's superior internal resources.