網路商業模式與平台策略

Abstract

網際網路的發展變化快速，產業生態結構也較複雜。更由於在網際網路上免費資訊方便取得，因而往往無法容易定位產業價值、尋找適當的商業模式、或擬定平台策略。在此研究我们採取一套分析模型，藉由對網際網路市場結構，技術發展及產業生態的了解，分析可行的網路商業模式，探討產業的成長及獲利模式，並針對主要網際網路產業個案包括雅虎、Google, 微軟, 和eBay的關鍵特值，做為將來定訂連結商業模式與策略的一套方法。加上個案分析，更能進一步評估個別的競爭優勢和了解未來策略方向。 以大方向而言，主要網際網路產業個案所提出的願景及商業模式大致相似。然而各家擁有的核心價值不盡相同，各自尋求長期經營的生存之道。未來發展包括更多應用的互通來吸引更多使用者，彼此合作以防被邊緣或泡沫化。更多的合併和承購，並產生更多新型的商業模式或網際網路的平台策略來促進未來獲利及成長。

The Internet is a fast, dynamic, and complicated ecosystem. Most of the time, it is very difficult to identify value proposition, business models, and formulate platform strategies due to the amount of free content on the web sites. In this research, we adopt an analytical approach for strategy formulation; by analysis of Internet ecosystem and framework, identifying the key of various business models, making the choices of playground or battlefield of the industry segments, and case studies of major Internet players including Yahoo, Google, Microsoft, and eBay. In the end, we propose the step of developing network platform strategies linked to business models. Based on the analysis, we also evaluate the competitive advantage of each Internet player and their future strategic directions Overall, three major Internet players propose similar visions and business models. On the other hand, every company holds its own assets to sustain its business in long term. Future development may include more partnership in order to exchange user traffic and fight against competition, merge and acquisition to promote future growth, and development of new types of business models.