探討網路新創企業的轉變歷程 - 商業生態系統觀點

Abstract

隨著網際網路和智慧型載具的蓬勃發展，在商業上與生活上的應用與日俱增，產品生命週期越來越短暫，淘汰的速度越來越快的同時，需要廠商不斷推陳出新，以迎合消費者需求，更需要與時俱進的商業模式，才能確保在市場中具有競爭地位。這樣的契機，也使得網路新創企業，只要具有能發展出破壞性創新與殺手級應用的能力，就可能在全球商機中佔有一席之地。 「商業生態系統」是本研究用以看待產業鏈的觀點，透過商業生態系統中企業間的互動，為看出網路新創企業市場機會與發展契機之切入點。並透過單一個案質性研究方法，與研究個案N公司緊密合作，透過深入探討與分析後，從個案經歷草創期、發展期、轉型期等過程，對照商業生態系統理論上的發展階段，討論網路新創企業轉變歷程。 本研究針對商業生態系統角色為何產生轉變做詳盡之分析，發現與企業由顧客導向轉為市場導向、從中扮演適合之商業生態系統角色、因應網路產業特性、應用4C理論、利用價值網發展競合策略等因素有關。並進一步提出，動態能力對網路新創企業發展相當重要，網路新創企業應設法由虛擬通路跨入虛實整合，以符合未來趨勢走向。 總體而言，網路新創企業是否了解當下所處商業生態系統角色，與是否真正扮演好角色，是甫進入商業生態系統中是否能生存的關鍵。並且網路新創企業需了解未來應用展望及消費者行為趨勢，方能掌握網路效應，在瞬息萬變的網路產業中永續經營。

Owing to the flourishing development of internet and smart devices, the applications for business and life has increased. The life cycle of products has been shorter, so companies needs new business models to fulfill customer needs in order to maintain competitive in the market. Meanwhile, if a start-up company can develop disruptive innovations and killer applications, it can be something in the globe. “Business Ecosystem” is the perspective on supply chain in this thesis. By means of researching the interaction among companies in business ecosystem, opportunities can be found at this point. Through single case exploratory inquiring with B Company, which has gone through initial phase, developing phase, transforming phase, we can discuss further on the changing process of the internet start-up company. This thesis is aimed at the analysis of why the character of B Company in business ecosystem wound change. It can be ascribed to several factors such as applying value net to develop coopetition. Furthermore, internet start-up companies should transit from merely online channels to click-and-mortar. And dynamic capabilities are considerably important for them. On the whole, when an internet start-up company enters the market, it should clearly identify the role it plays so as to survive in the business ecosystem. Moreover, an internet start-up company should pay much attention to future application prospects as well as consumer behavior trends so that it could therefore utilize the network externality and reach sustainable operation.