《免费——商业的未来》
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<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">古希腊哲人赫拉克利特曾宣称，“唯有变化是永恒”。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">在电力刚刚出现的爱迪生时代，如果有人说，未来的电力将像廉价的自来水一样，使用时一打开龙头就能立即接通，那么很多人会认为这是痴人说梦。但最终在英萨尔等先行者的不懈努力下，这一切变成了现实——廉价的电力彻底改变了我们这个社会。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">同样，在这个经济社会里，当企业的利益是为了追求利润最大化时，如果有人写了一本书推崇未来的“免费商业”模式，那么很多人也许会不以为然。但最终，这一切也将变成现实——因为它所代表的是未来的商业发展趋向。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">互联网时代就是一个不断变化的时代，一个无所不能的时代，它对人的心理、观念甚至价值观，以及对社会的重构都是革命性的。毋庸置疑的是，互联网时代也正在改写这个经济社会的商业模式。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">一种商业模式既可以统摄未来的市场，也可以挤垮当前的市场——在我们这个现代经济社会里，这并不是一件不可能的事情。在《长尾理论》作者克里斯·安德森——这位站在世界商业模式最前沿的时代巨擎——眼里，“免费”就是这样的一种商业模式，它所代表的正是数字化网络时代的商业未来。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">中信出版社在出版了《长尾理论》而大获成功之后，不失时机地引入了克里斯·安德森——这位信息时代精神教父——的又一作品《免费：商业的未来》。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">克里斯·安德森提出的“长尾”商业模式，激起了无数商业人士去奋力探求那条“细长”的尾巴。当然，克里斯·安德森同样也没有放弃探求，听一听他自己是怎么说的吧。他在这部凝结了他无数心血的重要著作《免费：未来的商业模式》中这样写道：<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="TX" style="margin-top: 6pt; text-indent: 20.6pt; line-height: normal;"><span style="font-family: 宋体; letter-spacing: -0.1pt;">“对于我而言，该书始于《长尾理论》一书没有讨论完的话题。在《长尾理论》一书中，我们主要探讨了在商品种类应有尽有，互联网上无穷大的货架空间使得‘长尾’式多样化的产品销售成为可能……要想得到海量的货架空间只有一个途径，那就是把货架空间的成本压缩到近乎为零。数字销售近乎为零的‘边际成本’使得我们无需严格区分使用这种销售手段的目的。网络一切免费的特点也成就了它今日的奇迹，使得它成为有史以来人类知识、经验和表达方式的集大成者。我在惊讶于这种特点所带来的成效之时，也开始对‘免费’进行更深刻的思考……”<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoPlainText" style="margin-top: 6pt; text-indent: 21pt;"><span style="">究竟什么是免费商业模式？根据<span style="letter-spacing: -0.1pt;">克里斯·安德森的说法，</span>这种新型的“免费”商业模式是一种建立在以电脑字节为基础上的经济学，而非过去建立在物理原子基础上的经济学。这是数字化时代一个独有特征，如果某样东西成了软件，那么它的成本和价格也会不可避免地趋于零化。这种趋势正在催生一个巨量的新经济，这也是史无前例的，在这种新经济中基本的定价就是零。在原子经济中，随着时间的推移，我们周围的物品都在逐渐升值。但是在字节经济的网络世界中，物品变得越来越便宜。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoPlainText" style="margin-top: 6pt; text-indent: 21pt;"><span style="">在《免费：未来的商业模式》这本书中，<span style="letter-spacing: -0.1pt;">克里斯·安德森</span>认为，新型的“免费”并不是一种左口袋出、右口袋进的营销策略，而是一种把货物和服务的成本压低到零的新型卓越能力。在上世纪“免费”是一种强有力的推销手段，而在<span lang="EN-US">21</span>世纪它已经成为一种全新的经济模式。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoPlainText" style="margin-top: 6pt; text-indent: 21pt;"><span style="">那么，“免费”这种未来的商业模式能给中国企业带来什么呢？<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="margin-top: 6pt; text-indent: 21pt;"><span style="font-family: 宋体; color: black;">在当前经济环境下，企业家需要创新的不仅是产品，还包括商业模式。但要制定商业模式并非轻而易举的事情，特别是在用户依然期待免费产品和服务的情况下。因此，</span><span style="font-family: 宋体;">我们看到，如何在零成本、零收费的基础上，打造一个庞大的企业帝国，是中国服务产业所面临的一大挑战，同时也是一种伟大的机遇。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoPlainText" style="margin-top: 6pt; text-indent: 21pt;"><span style="">免费商业模式所基于的是庞大的消费群体，群体的力量是巨大的，人气赚足了，名声响了，这就是盈利的基础。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoPlainText" style="margin-top: 6pt; text-indent: 21pt;"><span style="">我们看到，“免费文化”正在人们的生活中崛起，即有很多东西人们觉得不付钱就享受是理所当然的。而一旦公司突破传统思维，接受价格并非完全取决于产品成本的观念，新的机遇就会突如其来。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoPlainText" style="margin-top: 6pt; text-indent: 21pt;"><span style="">当然，免费商业模式也并不是完全像尼古拉斯·卡尔眼中的电和自来水一样，一打开开关就能马上接通。如果克里斯·安德森是“爱迪生”的话，那么我们还需要无数个“英萨尔”去推动这种未来的商业模式。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p style="margin-top: 7.8pt; text-indent: 165.65pt;"><b style=""><span style="font-size: 15pt; color: black;">《免费：商业的未来》<span lang="EN-US"><o:p></o:p></span></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">一种商业模式既可以统摄未来的市场，也可以挤垮当前的市场——在我们这个现代经济社会里，这并不是一件不可能的事情。</span><span style="color: black;" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="color: black;" lang="EN-US"> </span><span style="font-family: 宋体; color: black;">“免费”就是这样的一种商业模式，它所代表的正是数字化网络时代的商业未来。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;"> 克里斯·安德森，这位站在世界商业模式最前沿的时代巨擎，又为我们带来了“免费经济学”的理念。</span><span style="font-family: 宋体; color: black;">如果说前一本书可被视为安德森对市场细分的讨论，那么这本书则试图将关注点集中在低于成本的定价策略方面。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">运用免费的谷歌文档，借助免费的</span><span style="color: black;" lang="EN-US">Linux</span><span style="font-family: 宋体; color: black;">操作系统，在当地一家咖啡馆通过免费的</span><span style="color: black;" lang="EN-US">wifi</span><span style="font-family: 宋体; color: black;">软件上网，克里斯·安德森就是这样写出《免费：商业的未来》这样一本畅销书的。而读者在《连线》杂志网站上可以免费听到完整版的音频书。在安德森的长尾网站上还可以找到免费的电子书。安德森肯定是说到做到了。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">在《免费》这本书，作者认为，新型的</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">免费</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">并不是一种左口袋出、右口袋进的营销策略，而是一种把货物和服务的成本压低到零的新型卓越能力。在上世纪</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">免费</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">是一种强有力的推销手段，而在</span><span style="color: black;" lang="EN-US">21</span><span style="font-family: 宋体; color: black;">世纪它已经成为一种全新的经济模式。</span><span style="color: black;"> <span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">究竟什么是免费商业模式？根据<span style="letter-spacing: -0.1pt;">克里斯</span></span><span style="letter-spacing: -0.1pt;" lang="EN-US">·</span><span style="font-family: 宋体; letter-spacing: -0.1pt;">安德森的说法，</span><span style="font-family: 宋体;">这种新型的“免费“商业模式是一种建立在以电脑字节为基础上的经济学，而非过去建立在物理原子基础上的经济学。这是数字化时代一个独有特征，如果某样东西成了软件，那么它的成本和价格也会不可避免地趋于零化。这种趋势正在催生一个巨量的新经济，这也是史无前例的，在这种新经济中基本的定价就是零。在原子经济中，随着时间的推移，我们周围的物品都在逐渐升值。但是在字节经济的网络世界中，物品变得越来越便宜。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">在《免费：商业的未来》这本书中，<span style="letter-spacing: -0.1pt;">克里斯</span></span><span style="letter-spacing: -0.1pt;" lang="EN-US">·</span><span style="font-family: 宋体; letter-spacing: -0.1pt;">安德森</span><span style="font-family: 宋体;">认为，新型的</span><span style="" lang="EN-US">“</span><span style="font-family: 宋体;">免费</span><span style="" lang="EN-US">”</span><span style="font-family: 宋体;">并不是一种左口袋出、右口袋进的营销策略，而是一种把货物和服务的成本压低到零的新型卓越能力。在上世纪</span><span style="" lang="EN-US">“</span><span style="font-family: 宋体;">免费</span><span style="" lang="EN-US">”</span><span style="font-family: 宋体;">是一种强有力的推销手段，而在</span><span style="" lang="EN-US">21</span><span style="font-family: 宋体;">世纪它已经成为一种全新的经济模式。</span><span style="" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">我们看到，</span><span style="" lang="EN-US">“</span><span style="font-family: 宋体;">免费文化</span><span style="" lang="EN-US">”</span><span style="font-family: 宋体;">正在人们的生活中崛起，即有很多东西人们觉得不付钱就享受是理所当然的。而一旦公司突破传统思维，接受价格并非完全取决于产品成本的观念，新的机遇就会突如其来。</span><span style="">
<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="" lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt;"><b style=""><span style="font-size: 14pt; font-family: 宋体;">《免费：未来的商业》内容概要</span></b><b style=""><span style="font-size: 14pt;" lang="EN-US"><o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">《免费：商业的未来》一书的内容大致如下。第一部分讲述了免费的历史背景（在吉</span><span style="font-family: 宋体; color: black;">利</span><span style="font-family: 宋体; color: black;">公司</span><span style="font-family: 宋体; color: black;">“</span><span style="color: black;" lang="EN-US">razors-razor</span><span style="font-family: 宋体; color: black;">”刀片概念的强势推动下，免费策略应运而生）以及他提出的理解基于价格的商业模式的框架。有关他提出的四类“交叉补贴”的讨论非常有趣且为本书提供了很好的框架。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">在第二部分，安德森通过将米德定律和摩尔定律相结合详述了一项关键性观察（“……在一个数字市场环境中，免费几乎总是商家的一个选择”），并从信息“应当是免费的”这一视角对数字时代进行了简要的历史回顾。运用容易识别的例子（包括三巨头、报纸、图书及其它媒体间的电子邮件大战以及许多其它案例），安德森进行了某些很有见地的评论，从而得出一个有趣的概念——去货币化</span><span style="color: black;" lang="EN-US">(de-monetization)</span><span style="font-family: 宋体; color: black;">（这也许会成为这本书的一大看点）以及新媒体模式的出现。第</span><span style="color: black;" lang="EN-US">8</span><span style="font-family: 宋体; color: black;">章和第</span><span style="color: black;" lang="EN-US">9</span><span style="font-family: 宋体; color: black;">章进一步深入阐述了这些概念，这也许构成了本书最精彩的部分。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">之后作者对“免费经济”的规模究竟有多大进行了评估并建立了支持自己在第三部分阐述的“免费经济学”观点的读者群。从匮乏</span><span style="color: black;" lang="EN-US">/</span><span style="font-family: 宋体; color: black;">充裕角度对垄断和物物交换经济的讨论非常有趣且引人入胜。通过中国和巴西两国的典型模式（“香奈儿冒牌货”和巴西街头商贩）解读“免费世界”这一视角同样很有趣。附录列出了“充裕思维的十大原则”并阐述了如何创建“免费增值”商业模式的技巧以及建立在书中提到的概念基础上的许多（最为人熟悉）的企业。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">本书案例详实，且对免费如何被引入商界以及如何得以运用做了历史回顾。阅读本书的一大优势在于也许你能够复制一种观点从而使其为你服务。这些观点中的某些也许可以转嫁到你的公司身上，或者应用于你公司的某一部分，亦或成为激发某些观点的促进因素。</span><span style="color: black;" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="color: black;" lang="EN-US"><span style="">
</span></span><span style="font-family: 宋体; color: black;"> </span><span style="" lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt;"><b style=""><span style="font-size: 14pt; font-family: 宋体;">“免费”这种未来的商业模式能给中国企业带来什么？</span></b><b style=""><span style="font-size: 14pt;" lang="EN-US"> <o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">这种新型的</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">免费</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">商业模式是一种建立在以电脑字节为基础上的经济学，而非过去建立在物理原子基础上的经济学。这是数字化时代一个独有特征，如果某样东西成了软件，那么它的成本和价格也会不可避免地趋于零化。这种趋势正在催生一个巨量的新经济，这也是史无前例的，在这种新经济中基本的定价就是零。</span><span style="color: black;" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">在原子经济中，随着时间的推移，我们周围的物品都在逐渐升值。但是在字节经济的网络世界中，物品变得越来越便宜。原子经济的基调是通货膨胀，而字节经济的主旋律是通货贬值。</span><span style="color: black;" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">我们所面临的这次商业模式的巨大变革。<span style="color: black;">在当前经济环境下，企业家需要创新的不仅是产品，还包括商业模式。但要制定商业模式并非易事，特别是在用户依然期待免费产品和服务的情况下。</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">虽然目前互联网的免费模式已经开始慢慢起色，而传统生产行业的免费模式也已经被提上了讨论桌，可是大部分人都还没有准备好接受这突如其来的免费潮流。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">最主要的观点便是免费本质上并不存在的，真正的免费只是实现了费用承担者的转移。要么是另一部分人为消费者购买商品买了单，比如说在线广告</span><span style="" lang="EN-US">;</span><span style="font-family: 宋体;">要么是用户自己购买了与此产品配套的相应增值产品或服务，比如说</span><span style="" lang="EN-US">Flickr</span><span style="font-family: 宋体;">的</span><span style="" lang="EN-US">VIP</span><span style="font-family: 宋体;">服务或者通过预存话费获得免费手机等等。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">但即使不准备采取这种以免费服务积聚人气的战略，假如能够理解</span><span style="" lang="EN-US">“</span><span style="font-family: 宋体;">免费经济学</span><span style="" lang="EN-US">”</span><span style="font-family: 宋体;">背后的道理，对过去收费产品和服务的模式进行重新设计，公司也能照常从中获益。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体;">同时，我们看到，如何在零成本、零收费的基础上，打造一个庞大的企业帝国，是中国服务产业所面临的一大挑战，同时也是一种伟大的机遇。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left;" align="left"><span style="letter-spacing: -0.1pt;" lang="EN-US"> </span><span style="" lang="EN-US"> </span><b><span style="color: black;" lang="EN-US"> </span></b><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt;"><b style=""><span style="font-size: 14pt; font-family: 宋体;">建立在免费基础上的五十大商业模式</span></b><b style=""><span style="font-size: 14pt;" lang="EN-US"> <o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">如今在实际运作中应经出现了很多免费商业模式的案例。以下是其中的五十个案例，它们均与免费模式有异曲同工之妙。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">免费模式</span></b><b style=""><span style="font-size: 12pt; color: black;" lang="EN-US">1</span></b><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">：直接交叉补贴</span></b><b style=""><span style="font-size: 12pt;" lang="EN-US"> <o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送服务，销售产品（苹果商店天才吧提供的技术支持）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送产品，销售服务（当你开设一个银行账户时获赠免费礼物）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送软件，销售硬件（</span><span style="color: black;" lang="EN-US">IBM</span><span style="font-family: 宋体; color: black;">和</span><span style="color: black;" lang="EN-US">HP</span><span style="font-family: 宋体; color: black;">公司的</span><span style="color: black;" lang="EN-US">Linux</span><span style="font-family: 宋体; color: black;">产品）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送硬件，销售软件（电子游戏的家用主机模式，其中像</span><span style="color: black;" lang="EN-US">Xbox360</span><span style="font-family: 宋体; color: black;">这样的游戏装备售价远低于成本价）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送手机，销售通话时间（许多电信运营商均采取这一模式）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送通话时间，销售手机（许多电信运营商也采取这一模式，夜间通话免费及周末业务套餐）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送表演，销售饮料（脱衣舞俱乐部）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送饮料，表演收费（赌场）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆免费赠送（零售商的</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">赔本甩卖</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆买一赠一（超市）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆附赠免费礼物（谷物类产品）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆超过</span><span style="color: black;" lang="EN-US">25</span><span style="font-family: 宋体; color: black;">美元的订单免运费（亚马逊网站）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆免费体验（为超市品尝员的新任母亲们准备的礼物盒子）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆免费试用（杂志订阅）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆免费停车（商场）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆免费调味品（饭店）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="color: black;" lang="EN-US"> </span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">免费模式</span></b><b style=""><span style="font-size: 12pt; color: black;" lang="EN-US">2</span></b><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">：三方或</span></b><b style=""><span style="font-size: 12pt; color: black;" lang="EN-US">“</span></b><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">双边</span></b><b style=""><span style="font-size: 12pt; color: black;" lang="EN-US">”</span></b><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">市场（一类顾客补贴另一类顾客）</span></b><b style=""><span style="font-size: 12pt;" lang="EN-US"> <o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送内容，销售接触观众的机会（广告支持的媒体）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送免费信用卡，向生意人收取交易费</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送科普文章，向作者收取出版费用（公共科学图书馆）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送文件阅读器，销售文件写作软件（</span><span style="color: black;" lang="EN-US">Adobe </span><span style="font-family: 宋体; color: black;">软件）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆女士免费入场，男士门票收费（酒吧）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆儿童免费，成人收费（博物馆）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆清单免费，搜索收费（某些交友网站，如</span><span style="color: black;" lang="EN-US">TK</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆销售清单，赠送搜索服务（其它交友网站，如</span><span style="color: black;" lang="EN-US">TK</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送旅游服务，从车辆出租和酒店预订中获利（</span><span style="" lang="EN-US">Travelocity</span><span style="font-family: 宋体;">网站<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆</span><span style="color: black;"> </span><span style="font-family: 宋体; color: black;">向在商店中存货的卖家收费，保证消费者免费购物（超市里的</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">上柜费</span><span style="color: black;" lang="EN-US">”("slotting fees")</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆对在商场中购物的买家收费，卖家的商品可免费存货（与</span><span style="color: black;" lang="EN-US">Costo</span><span style="font-family: 宋体; color: black;">类似的会员制商店）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆</span><span style="color: black;"> </span><span style="font-family: 宋体; color: black;">赠送房屋清单，出售抵押贷款（</span><span style="" lang="EN-US">Zillow </span><span style="font-family: 宋体;">网站<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送内容，出售客户信息（</span><span style="" lang="EN-US">Practice Fusion</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送内容，通过将用户推荐给零售商赚钱（</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">亚马逊联盟</span><span style="color: black;" lang="EN-US">”(</span><span style="" lang="EN-US">Amazon Associates)</span><span style="font-family: 宋体;">伙伴计划<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送内容，出售原料（</span><span style="" lang="EN-US">Slashdot/ThinkGeek </span><span style="font-family: 宋体;">网站<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送内容，在内容中对付费客户进行突出展示（产品安排）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送工作或公寓清单，向登记用户收费（</span><span style="" lang="EN-US">Craigslist
</span><span style="font-family: 宋体;">网站<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆向客户赠送内容和数据，向通过某</span><span style="color: black;" lang="EN-US">API</span><span style="font-family: 宋体; color: black;">接入内容的公司收费（</span><span style="color: black;" lang="EN-US">eBay </span><span style="font-family: 宋体; color: black;">网站）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">绿色</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">家居方案，向被列入绿色资源网站（</span><span style="" lang="EN-US">FreeGreen.com </span><span style="font-family: 宋体; color: black;">）名单的建筑商和承包商收费。</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="color: black;" lang="EN-US"> </span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">免费模式</span></b><b style=""><span style="font-size: 12pt; color: black;" lang="EN-US">3</span></b><b style=""><span style="font-size: 12pt; font-family: 宋体; color: black;">：免费增值（某些客户补贴另一些客户）</span></b><b style=""><span style="font-size: 12pt;" lang="EN-US"> <o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送基本信息，出售更易于使用的较丰富信息</span><span style="color: black;" lang="EN-US">(</span><span style="" lang="EN-US">BoxOfficeMojo </span><span style="font-family: 宋体;">网站</span><span style="color: black;" lang="EN-US">)</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送通用管理建议，出售定制的管理建议（麦肯锡公司</span><span style="color: black;" lang="EN-US">(</span><span style="" lang="EN-US">(McKinsey<span style="color: black;">)</span></span><span style="font-family: 宋体; color: black;">及《麦肯锡日报》</span><span style="color: black;" lang="EN-US">(</span><span style="" lang="EN-US">McKinsey Journal<span style="color: black;">)</span></span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送联邦税软件，出售州税软件（</span><span style="" lang="EN-US">TurboTax </span><span style="font-family: 宋体;">软件<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送低质量</span><span style="color: black;" lang="EN-US">MP3</span><span style="font-family: 宋体; color: black;">，出售高质量光盘版音乐（</span><span style="" lang="EN-US">Radiohead</span><span style="font-family: 宋体;">乐队<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送网络内容，出售印刷版内容（从杂志到书籍）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送电子游戏，向订户收取更多费用使其能够在游戏中享有更多服务</span><span style="color: black;" lang="EN-US">(“</span><span style="font-family: 宋体; color: black;">企鹅俱乐部</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">网站</span><span style="color: black;" lang="EN-US"> (</span><span style="" lang="EN-US">Club Penguin)<span style="color: black;">)</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送商业名录，向企业收费使其能够</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">宣传</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">并增强自身优势（</span><span style="color: black;" lang="EN-US">"</span><span style="" lang="EN-US">Brownbook"</span><span style="font-family: 宋体;">杂志<span style="color: black;">）</span></span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送演示软件，完整版本收费（大多数电子游戏允许玩家试玩最初几级以判断该款游戏是否适合自己）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送电脑对电脑呼叫，出售电脑对手机呼叫</span><span style="color: black;" lang="EN-US">(Skype </span><span style="font-family: 宋体; color: black;">软件</span><span style="color: black;" lang="EN-US">)</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送免费照片分享服务，收取额外存储空间使用费</span><span style="color: black;" lang="EN-US">(Flickr </span><span style="font-family: 宋体; color: black;">网站</span><span style="color: black;" lang="EN-US">)</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送基本软件，出售更多有特色服务（</span><span style="letter-spacing: -0.05pt;" lang="EN-US">Apple QuickTime </span><span style="font-family: 宋体; letter-spacing: -0.05pt;">软件</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送广告支持的服务，出售去除广告的能力</span><span style="color: black;" lang="EN-US">(Ning </span><span style="font-family: 宋体; color: black;">网站</span><span style="color: black;" lang="EN-US"> )</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送内容</span><span style="color: black;" lang="EN-US">“</span><span style="font-family: 宋体; color: black;">片段</span><span style="color: black;" lang="EN-US">”</span><span style="font-family: 宋体; color: black;">，出售书籍（使用谷歌书籍搜索的出版商）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送虚拟旅游，出售虚拟土地（《第二人生》</span><span style="color: black;" lang="EN-US">(Second Life)</span><span style="font-family: 宋体; color: black;">）</span><span style="" lang="EN-US"> <o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top: 7.8pt; text-align: left; text-indent: 21pt;" align="left"><span style="font-family: 宋体; color: black;">◆赠送音乐游戏，出售音乐专辑（</span><span style="letter-spacing: -0.05pt;" lang="EN-US">Tap
Tap Revolution </span><span style="font-family: 宋体; letter-spacing: -0.05pt;">软件</span><span style="font-family: 宋体; color: black;">）</span><span style=""> <span lang="EN-US"><o:p></o:p></span></span></p>
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回复：《免费——商业的未来》
想看这本书
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