中文摘要：

从长尾理论的视角探讨集成创新与模块创新的分工模式，并结合对品牌手机与山寨手机的案例分析，比较了一体化集成创新模式与网络化模块创新模式的市场策略差异．研究发现：集成创新通过一体化研发、生产、销售等关键活动，形成差异化的市场定位，获得长尾主体部分的“大众”市场，而模块化创新模式通过范围经济性形成价格优势，获得长尾部分的“小众”市场；采用集成创新模式的品牌手机和依托模块化创新模式发展起来的“山寨”手机各有自己独特的竞争优势，手机厂商应根据自身的创新能力选择合适的创新模式．

英文摘要：

With the complexity of product technology increasing, the successful technological innovative products need systematic knowledge innovation management. The management of technological innovation is divided into integration innovation mode and network modularity innovation mode. The former manages innovation process through the centralization of organizational power in order to ensure that innovation could meet the needs of target customers. Under network modularity innovation mode, as knowledge inside the modular is tactic, scattered innovation experiments are easy to implement on the premise that design rules are followed, and production outsourcing is more popular. Modular dispersive production not only helps to reduce cost, but also provides higher possibilities of innovation for the system and gives more options to the customers. According to the long tail theory, people used to pay attention to important people or things be- cause of cost and efficiency. When described with normal distribution, the ＂head＂ of the curve is em- phasized while the ＂tail＂ ignored. Under integration innovation mode, fixed R＆D cost is burdened only by the target market, and the law of scale economics dominates, which make enterprises prefer the larger market. Under network modularity innovation mode, decomposability of innovative resources improving, sharable knowledge and combinative modules available, fixed cost apportioned to the whole, and the law of scope economies dominating, enterprises gain profits from the ＂ tail＂ by gathering enough dispersive segment markets. It studies competitive strategy and efficiency verge of different innovation modes by analyzing Chinese mobile telephone industry. Brand mobile telephone identifies target customers＇ needs and integrates key factors to create value for customers, but a kind of brand mobile telephone only provides one option. Traditional phone companies primarily operate under integration innovation mode and a lot of customer needs can＇t be met, which attracts MTK