互联网企业的梯度竞争优势——联众网络游戏成功的理论解释

近两年 ,联众网络游戏的成功引起了业界极大关注 ,其成功的原因也成为分析家谈论的焦点。但是这些分析由于没有考虑网络企业独特的行为模式和产业环境对企业经营的影响 ,因而缺乏足够的说服力。本文试图把联众的发展过程置于产业环境与网络企业行为模式的背景下 ,剖析联众成功的关键因素 ,提出梯度竞争优势理论 ,作为解释联众和其他网络企业竞争优势的形成的理论工具

The Gradient Competitive Advantage in the Business of Internet

In the recent two years,the success of Lianzhong Internet Games(LIG)has captured every atˉtention in the internet line,and the reason behind this success has at the same time become the focus of analysts'discussion.But without taking into account the effect of the peculiar behavior pattern and surroundings of the internet industry upon business operation,their analyses are not convincing eˉnough.In this article,we attempt to put the LIG's growth process in the circumstances of industrial environment and the behavioral models of internet industry,dissect the essential factors of LIG's sucˉcess,and put forward the theory of gradient competitive advantage as a theoretic tool for the interˉpretation of the formation of the competitive advantage of LIG and other internet businesses.