以整體性觀點檢視平台佈建：以鼎瀚中醫為例

Abstract

隨著全球社會結構轉變及經濟成長，健康醫療產業逐年穩定成長，其中中國市場是發展最快的國家之一，在此同時，傳統中醫也轉向整合醫療的形式發展，當台灣的中醫產業赴中發展時，因為法令限制等因素，常遭遇到成長的困境，需要發展事業觸角，讓收入多元化，維持企業的成長。本研究嘗試以整體性觀點，結合商業生態系統、平台、共生行銷等理論觀點，來檢視個案公司鼎瀚的平台佈建，並望能夠提供整體性觀點的策略建議。 本研究透過文獻探討以宏觀面了解商業生態系統的階段、角色及健康度的檢視，近一步深入中心討論平台如何建構策略，以及平台內部的治理架構，微觀面了解平台演化過程企業應具備的組織能力，近一步了解企業組織能力的演進至今重視調適性能力，再輔以夥伴合作共生行銷的理論框架，建構出本研究整體性觀點的研究架構 ，由宏觀至微觀，大抵為企業在商業生態系統中，身為平台領導者的角色定位發展，進一步探討平台策略定位，以及內部治理架構，以至夥伴合作時結合共生行銷框架來評估，到企業所具備的調適性能力如何運用於夥伴合作。 本研究發現，個案在商業生態系統中角色定位與平台策略、治理架構混種，調適性能力有助於夥伴合作關係建立，以及夥伴合作關係的評估能應用於企業在平台佈建。 期待本研究結果能提供其他類似產業在檢視自身平台發展時，能有整體性的觀點，再形塑出自身平台在商業生態系統中的發展策略。也期後續學術研究能思考商業生態系統的角色、平台策略的定位能夠更為細緻歸類，以及其與商業生態系統或共生行銷理論中宏觀及微觀視角是否有互動的可能，以利實務所用。

With the development of global economy and the change of society structure, Health Care industry grows steadily year by year. Especially, China is the fastest growing market in the world. Meanwhile, traditional Chinese Medicine concept turned into integrated medicine. We choose the case “Din-Han” Chinese Medicine Group which is the Taiwanese model company developing in China. However, this case company faced some obstacle of growth so it tried to transform its industry from tradition to health care company via cooperating with other firms to build up their own platforms. We try to study this case with a holistic view which combined business ecosystem, platform, and symbiotic marketing, etc. Hope this thesis would contribute a holistic strategy advice. We review the literature from macro level to understand the roles of business ecosystem, furthermore, we focus on the platform leaders inside the system, how they governed and build up their strategy. Try to review the literature with micro level, we understand the company should equip with capability to develop their platform, then we also understand the capability should be adaptability. Additionally, we use the framework of symbiotic marketing to evaluate the current partner relationships of this case. In the end, we conduct our research structure. We found out the case is at a “hybrid” position of its role of business ecosystem and platform governance and strategy. And also, the adaptability helps the company develop the partner relationships with symbiotic marketing framework. The last, the partner relationships do influence the platform development. For practical implication, we launch a holistic view of strategy for platform leaders. For research implication, we think the positioning of business ecosystem and platform should be more detailed and the research of view shouldn’t emphasis on macro or micro level.