网络效应下的新产品推广策略不同于传统新产品。新产品虽然具有一定的技术优势,但并不总是能够打动消费者去采用它。现有产品由于拥有广大的用户基础而能给用户带来收益,锁定效应和转换成本等的存在阻碍着消费者去采用新产品。但是在网络效应下,市场份额是产品技术生命力的一个最重要的指标,因此新产品在推广时需要采取一些策略去影响消费者,吸引现有顾客群,构造用户基数达到一定的临界值来启动正反馈机制,以实现获取长远利润的目的。 The new product promotion strategy under the network effect is different from traditional new products. Although the new product has some technical advantages, but it is not always able to impress consumers to adopt it. Existing products due to have a broad user base can bring benefits to users, the lock-in effect and the cost of conversion and other obstacles to consumers to adopt new products. However, under the network effect, market share is one of the most important indicators of the product’s technical vitality. Therefore, new products need to adopt some strategies to influence consumers when they are promoted, attract existing customers, and construct a user base to reach a certain threshold to start Positive feedback mechanism to achieve long-term profit.