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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23518完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
| dc.contributor.author | Ping-Chi Wang | en |
| dc.contributor.author | 王秉麒 | zh_TW |
| dc.date.accessioned | 2021-06-08T05:03:29Z | - |
| dc.date.copyright | 2011-07-06 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-04-22 | |
| dc.identifier.citation | REFERENCES
[1] Amel, A. (2011). Apple iTunes Remains Dominant in U.S. Online Movies in 2010, Despite Competitors' Inroads: iSuppli. [2] Angehrn, A. (1997). Designing Mature Internet Business Strategies: The ICDT model. European Management Journal, 15(4), 361-369. [3] comScore. (2011). The 2010 Mobile Year in Review: comScore Inc. [4] Dentsu. (2006). Dentsu Annual Report by Dentsu Inc. [5] Distimo. (2010). Distomo Report August 2010: Distimo. [6] Distimo. (2011). Distomo Report Full Year 2010: Distomo. [7] Evans, D. S., & Schmalensee, R. (2007). Catalyst code : the strategies behind the world's most dynamic companies [8] (1st ed.). Boston, Mass.: Harvard Business School Press. [9] Gartner. (2010). Gartner Says Consumers Will Spend $6.2 Billion in Mobile Application Stores in 2010: Gartner. [10] Gartner. (2011). Gartner Says Worldwide Mobile Application Store Revenue Forecast to Surpass $15 Billion in 2011 (Vol. 2011): Gartner. [11] Hall, S. H. (1962). Theory and practie of advertising: A textbook covering the development and fundamental principles of advertising and methods of representative advertisers. New York: McGraw-Hill. [12] IDC. (2011). Android Rises, Symbian^3 and Windows Phone 7 Launch as Worldwide Smartphone Shipments Increase 87.2% Year Over Year, According to IDC [13] JuniperResearch. (2010). Mobile Games - App Store Strategies, Business Models & Forecasts 2010-2015: Juniper Research. [14] Kozinets, R. V., Valck, K., Wijnicki, A., & Wilner, S. J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89. [15] Mark W. Johnson, C. M. C., Henning Kagermann. (2008). Reinventing Business Model. Harvard Business Review, 51. [16] MobileMarketingAssociation. (2010). Mobile Advertising Guidelines (Version 5.0): Mobile Marketing Association. [17] Netsize. (2010). Netsize Application Store Billing Report: Netsize. [18] Nielson. (2010). iPhone vs. Android: The Nielson Company. [19] Nielson. (2011). U.S. Smartphone Battle Heats Up: Which is the “Most Desired” Operating System? : The Nielson Company. [20] Osterwalder, A., Pigneur, Y., & Clark, T. (2010). Business model generation : a handbook for visionaries, game changers, and challengers. Hoboken, NJ: Wiley. [21] Ramon T. Llamas, W. S. (2010). Worldwide Smartphone 2010-2014 Forecast Update: June 2010: IDC. [22] Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Integrated marketing communications. Lincolnwood, Ill., USA: NTC Business Books. [23] Shen, S. (2010). User Survey Analysis: Consumer Mobile Applications, Worldwide, 2010: Gartner. [24] SkyhookWireless. (2009). Developer's Guide to In-Application Advertising. Boston, MA: Skyhook Wireless. [25] VisionMobile. (2010). Mobile Developer Economics 2010 and Beyond Mobile Developer Economics 2010 and Beyond: VisionMobile. [26] Weinberg, B. (2009). Mobile Handset Teardown: Designing and Deploying with Mobile Virtualization. [27] Zukem. (2011). GSMA partners with Zokem at the biggest mobile event of the year to report the latest in mobile usage: Zokem. [28] 片平秀貴. (2006). 新しい時代のマーケティング：. AIDEES モデルが強いブランドを作る. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23518 | - |
| dc.description.abstract | 蘋果電腦(Apple Inc.)在2008年推出App Store，智慧手機應用軟體開發商得以透過行動軟體商店平台直接對使用者販售應用程式，不但提供消費者更簡單、更豐富的應用程式下載選擇，70/30的營收拆帳設計同時吸引更多軟體開發者對iOS平台提供應用程式。之後如Google、Research In Motion、Microsoft均對其下智慧手機平台推出相似商業模式的軟體商店，這些以手機平台為基礎的行動軟體商店，透過新的商業模式，替軟體開發商開闢了一個商業發展舞台。創新應用、程式數目以及內容均迅速增加，網路效應以及口碑的傳播使得更多的消費者使用行動軟體商店下載應用程式，同時吸引更多手機平台使用者 。使用者開發商與使用者透過行動軟體商店平台產生良性互動得以成長，也讓智慧手機平台隨著行動軟體、開發社群、以及使用者的增加而得以市場上立足擴張。
在本篇論文中，首先針對智慧型手機、行動軟體商店、使用者、以及應用程式開發商發展現況進行整理。接著對手機平台為基礎的行動軟體商店在獲利模式以及觸媒平台的架構下進行解析。最後根據研究資料，提出對程式開發商在動軟體商店的商業行銷層面、以及行銷軟體商店在平台策略上的建議。 | zh_TW |
| dc.description.abstract | Platform-based mobile application stores (app stores), initiated by Apple App Store and followed by other mobile platform providers such as Google, Research In Motion, and Microsoft, provide users an easier way to browse, compare, download, and install applications on mobile devices. The 70/30 revenue split between app stores and developers and introduction of new revenue models provide developers more monetization opportunities, and attract a fast-growing developer community to create all kinds of mobile applications on the mobile platform. By facilitating transactions, distributions, payments, and promotions, those mobile app stores have eliminated entry barriers and enabled a direct sales model from developers to users. As platform-based mobile app stores facilitate value-creating interactions between developers and users, both groups are expanding in such a virtuous circle. It also fosters mobile platform and device adoption in the smartphone market.
In this thesis, we firstly examine the current status of smartphone platforms, mobile app stores, users, and developers. Following that, we analyze platform-based mobile app stores in revenue model and under the framework of catalyst platform. As a conclusion, we provide suggestions to app stores and developers in light of related marketing concepts and multi-sided catalyst platform strategies. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T05:03:29Z (GMT). No. of bitstreams: 1 ntu-100-R98749016-1.pdf: 4018821 bytes, checksum: 2b41e5e267eed848c078e12f4fde5841 (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | Acknowledgements i
中文摘要 ii ABSTRACT iii CONTENTS iv LIST OF FIGURES vii LIST OF TABLES x Chapter 1 Introduction 1 1.1 Research Motivations 1 1.2 Research Objectives 1 1.3 Research Methods 2 1.4 Thesis Structure 2 Chapter 2 Literature Review 3 2.1 Business Model 3 2.1.1 Four-box Business Model and Building Blocks 3 2.1.2 Five Patterns of Business Model 3 2.2 Related Marketing Concepts 4 2.2.1 Consumer Behavior: AIDMA, AISAS, AIDEES 4 2.2.2 Elements of Marketing Mix 5 2.2.3 WOM Marketing 6 2.3 Internet and Platform Strategies 7 2.3.1 ICDT Model 7 2.3.2 The Catalyst Framework 9 Chapter 3 Landscape of Smartphones and Mobile App Stores 14 3.1 Smartphone 14 3.1.1 History of Smartphones 14 3.1.2 Smartphone Operating Systems 15 3.1.3 Industrial Structure 21 3.1.4 Smartphone Market Status and Perspective 23 3.2 Mobile App Store 26 3.2.1 Apple App Store 28 3.2.2 Android Market 34 3.2.3 Nokia Ovi Store 37 3.2.4 BlackBerry App World 38 3.2.5 Windows Phone Marketplace 39 3.2.6 Palm App Catalog 40 3.2.7 Market Perspective and Summary 41 Chapter 4 Analysis of App Stores 44 4.1 Users and Developers 44 4.1.1 Users 44 4.1.2 Developers 46 4.2 Revenue Models 48 4.2.1 Pay Per Download 49 4.2.2 Subscription 52 4.2.3 In-App Purchase 54 4.2.4 Mobile App Advertising 56 4.3 Affiliated Platforms for App Stores 59 4.3.1 Billing Platforms 60 4.3.2 Mobile Advertising Platforms 66 4.3.3 Social Network Platforms 70 Chapter 5 Findings 76 5.1 Marketing Strategies for App Developers 76 5.1.1 Platform Selection 76 5.1.2 Business Model Selection 77 5.1.3 App Store Marketing 83 5.2 Marketing Concepts and Platform Strategies for App Store Platforms 87 5.2.1 Elements of the Marketing Mix of App Stores 87 5.2.2 App Stores in ICDT Model 88 5.2.3 App Stores as Catalyst Platforms 89 5.2.4 App Stores in Catalyst Framework 91 Chapter 6 Conclusion 96 REFERENCES 98 | |
| dc.language.iso | en | |
| dc.title | 智慧手機平台線上軟體商店之平台與行銷策略 | zh_TW |
| dc.title | Platform and Marketing Strategies of Platform-Based Mobile Application Stores | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 吳奕慧(I-huei Wu),余峻瑜(Jiun-Yu Yu) | |
| dc.subject.keyword | 智慧手機,行動軟體商店,觸媒平台策略, | zh_TW |
| dc.subject.keyword | smartphone,mobile application store,catalyst platform, | en |
| dc.relation.page | 99 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2011-04-27 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
| ntu-100-1.pdf 未授權公開取用 | 3.92 MB | Adobe PDF |
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