從「點讚」到「購買」: TikTok 的生態系顛覆策略

Abstract

數位時代的來臨，使得生態系顛覆成為產業競爭的關鍵特徵——亦即，參與者、技術與價值主張的結構性重組。本論文探討TikTok從短影音平台演變為融合社群媒體與電子商務的混合生態系統之轉型歷程，並分析其顛覆市場競爭格局與重塑產業動態的策略。本研究採用質性個案研究方法，透過次級數據分析，探討TikTok如何透過進攻與防禦策略重新定義產業依賴關係與使用者期待。研究結果顯示，TikTok的成功關鍵在於其對演算法個人化、去中心化內容創作及商務的整合能力，迫使Instagram、YouTube、Amazon及Shopee等既有企業透過短影音、社交商務與AI驅動內容推薦進行應對與調整。本研究填補了生態系統顛覆理論的學術缺口，突顯混合生態系統中的張力，尤其在平台如何平衡創作者自主性、商業誘因與治理結構的挑戰。此外，本研究亦對企業應對數位顛覆提供實務見解，強調適應性策略的重要性，並建議企業優先考量創作者賦能與跨產業合作。儘管本研究在地理與產業層面上存在一定限制，仍凸顯了TikTok作為生態系統創新的典範個案，展現平台如何透過重新構想價值創造模式，持續推動顛覆並改變互聯市場的競爭格局。

The digital age has ushered in an era in which ecosystem disruption increasingly defines industry competition— the structural reconfigurations of interconnected actors, technologies, and value propositions. This thesis examines TikTok’s transformative journey from a short-form video platform to a hybrid social media and e-commerce ecosystem, analyzing its strategies to disrupt incumbents and reshape market dynamics. Through a qualitative case study approach, this study leverages secondary data to explore how TikTok's offensive and defensive strategies redefine industry dependencies and user expectations. The findings reveal that TikTok's success hinges on its ability to blend algorithmic personalization, decentralized content creation, and seamless commerce, forcing incumbents such as Instagram, YouTube, Amazon, and Shopee to adapt by integrating short-form video, social commerce, and AI-driven curation. This study bridges theoretical gaps in the ecosystem disruption literature by highlighting tensions in hybrid ecosystems, where platforms balance creator autonomy, commercial incentives, and governance. Practically, it offers insights for businesses navigating digital disruptions, emphasizing the need for adaptive strategies that prioritize creator empowerment and cross-industry collaboration. Despite geographic and industry-specific limitations, this study underscores TikTok's role as a paradigmatic case of ecosystem innovation, illustrating how platforms can sustain disruption by reimagining value creation in interconnected markets.