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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62146
標題: | 平台競爭力分析-以家用遊戲主機XBOX 360與PlayStation 3為例 Platform Competitiveness Analysis of Game Console Industry – the Case of XBOX 360 and PlayStation 3 |
作者: | Chih-Yuan Ho 何志遠 |
指導教授: | 江炯聰 |
關鍵字: | 平台,平台競爭力,家用遊戲主機產業,平台支配性,動態能力,跨平台整合,微軟,索尼, Platform,Platform Competitiveness,Game Console Industry,Platform Dominance,Dynamic Capability,Multi-Platform Integration,Microsoft XBOX 360,Sony PlayStation 3, |
出版年 : | 2013 |
學位: | 碩士 |
摘要: | 隨著全球化與科技的演變,以「平台」(Platform)進行競爭的模式也日益白熱化。本研究從過往探究平台之相關文獻與理論中,歸納出影響平台競爭力的三個主要因素,分別為-「平台支配性」(Platform Dominance),以平台為中心的資源知識運用,與用戶以及互補品廠商的連結關係等;「動態能力」(Dynamic Capability),連結平台內外部的能力,具備演化性來因應競爭環境;「跨平台整合」(Multi-Platform Integration),平台之競爭跨足到其他平台領域,演變成以平台生態系統的方式進行競爭,而相關參與者該如何選擇最適合的平台生態系統。本研究以第七代家用遊戲主機兩大競爭者-Microsoft微軟公司XBOX 360遊戲主機與Sony索尼公司PlayStation 3遊戲主機-為對象,設定共十項操作變數,並利用所蒐集之次級資料來佐證。本研究發現,在平台支配性中PlayStation 3與XBOX 360的表現不相上下,而在動態能力與跨平台整合部份XBOX 360的表現佔得上風。從本研究中可了解到,當平台提供者能在平台支配性、動態能力與跨平台整合該三項因素中佔有優勢,則對於提昇平台競爭力有相當大的幫助,並能維持持續性的競爭優勢。本研究希望能提供另一個切入平台競爭環境的觀點,不論在學術理論或是實際應用上都能做出貢獻。 With the evolvement of globalization and technology, using “platform” as the pattern of competition has become more and more intense and popular. In this study, we explore past literatures and theories related to platform competitiveness and conclude three main factors that impact the most – “Platform Dominance”, platform-centric application of resources and knowledge, as well as the relationship between platform, platform users and complementories; “Dynamic Capability”, the ability for integrating platform internality and externality to cope with the evolution of the environment; “Multi-Platform Integration”, the competition of platform has turned into the platform ecosystem, and relevant participants have to decide which platform ecosystem they need. We examine two seventh-generation game console competitors Microsoft XBOX 360 and Sony PlayStation 3, and set ten variables using secondary data as measurement. We find out that both XBOX 360 and PlayStation 3 do well in platform dominance, where XBOX 360 performs better than PlayStation 3 in dynamic capability and multi-platform integration. In this study we highlight that, if platform owners have the advantage in platform dominance, dynamic capability and multi-platform integration than other competitors, it will strengthen their platform competitiveness and maintain sustainable competitive advantage. This study provides another view to analysis the competitive environment of platform, and we hope it will make contribution to not only in academia but also in practice. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62146 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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