中欧国际工商学院.ppt

Fearsofcommoditizationcouldpanoutinatleasttwoways(bothpossiblyfavoringadoptionbysupplier):对商品化的担心至少可以从两方面加以抚平（这两方面都是倾向于被供应商接纳）Ifthereareindeedwell-regardedsmallersubstitutesuppliers,alargersuppliermaylosebusinessbystayingoutofamarket如果确实有受好评的替代品小型供应商，大型供应商若远离市场则会失去业务If,ontheotherhand,thesupplier’sproducthasfewcompetitivethreats,joiningdoesnotcommoditizetheproduct如果从另一方面来说，供应商产品面临的竞争威胁很小，加入不会使产品商品化SupplierAdoptionIncentives供应商接纳激励ChoiceofMarketMechanism

市场机制的选择Selectedguidelinesforchoosingmarketmechanisms市场机制选择的部分指导原则Catalogs:Highproductcomplexity,frequenttrade,lowvariabilityinsupplyanddemand目录：产品高度复杂、频繁交易、供需变动小‘Truemarkets’:Uniform,divisible,well-understood,high-volume,frequentlytraded,perishable“真正的市场”：统一、可分、理解充分、大批量、经常交易、时效Possibleproducts:oil,gas,electricity,bandwidth,memory,steel,…可能产品：石油、煤气、电力、带宽、内存、钢铁等……Auctions:Ifa‘truemarket’isn’tfeasible,highsupplyordemandvariability,infrequenttrade,largevolumeperorder

竞拍：如果“真正的市场”行不通，供应或需求变动大，交易不频繁，每笔订单数量大1Reputationmanagement

信誉管理点击此处添加正文，文字是您思想的提炼，为了演示发布的良好效果，请言简意赅地阐述您的观点。您的正文已经经简明扼要，字字珠玑，但信息却千丝万缕、错综复杂。QualityAssurance:TradingPartner质保：贸易伙伴Whenabusinesstradeswithmorepartners:

当企业与多方交易时：Betterprices,availability,andsoon…更优的价格、货源充足、等等………butlowerlearningabout‘reputationforreliability’fromrepeatedtransactions…但缺乏对反复交易所能产生的“可靠信誉”的了解Necessitates(standardized)methodforsharingpartner-qualityinformation

必须有分享贸易伙伴质量信息的（标准化）方法Fromthebuyer’spointofview:从买方的角度来