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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 吳學良(Hsueh Liang Wu) | |
dc.contributor.author | Chia-Wei Huang | en |
dc.contributor.author | 黃家偉 | zh_TW |
dc.date.accessioned | 2021-06-17T07:09:30Z | - |
dc.date.available | 2021-02-22 | |
dc.date.copyright | 2021-02-22 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2021-01-06 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/72894 | - |
dc.description.abstract | 繼1990年代末,微軟在影音串流軟體與瀏覽器市場的成功以來,平台包覆策略一直都是全球平台巨頭成長的主要採行策略。透過自身與對手的共通性,平台巨頭得以利用本身的優勢來達到市場進入並剔除對手的效果。然而,自從Thomas Eisenmann與其同仁在2011年透過Working Paper第一次提出「平台包覆」概念後,後續少有關於其相關的研究。本研究認為,在未來的企業競爭環境中,產業邊界逐漸模糊,跨界競爭更加頻繁,以往產業經濟的分析模型如SCP Paradigm或Porter Five Forces將無法繼續滿足市場競爭分析的目的。所以,在本研究將建構一個以平台包覆實務為基礎的分析模型,透過討論市場面、攻擊方、防守方三個層面,共十個不同的包覆成功/失敗因子來協助防守方評估攻擊方發動包覆戰爭的機會,同時,也試著演繹出不同因子間的相互影響,以完善模型。接著,本研究將以三個不同的經典案例來測試新分析模型的可用性,並透過模型將案例進行拆解,案例包括三個不同的競爭結果:第一為防守方完全被逐出市場,如九零年代微軟在瀏覽器市場推出發動包覆戰爭,攻擊網景公司,最後取而代之稱霸市場近十年時間;第二為攻擊方成功進入市場,但防守方仍維持市場地位,如Facebook在2017年8月推出Watch功能,進入網路影音串流市場,向YouTube發動攻擊,分食影音廣告的大餅;第三為攻擊方進入市場失敗,如Google多次試圖發展社群網路服務,2011年6月,Google發動最後進攻,推出Google Plus並將其與YouTube進行綑綁,劍指Facebook核心市場,但於2018年宣布失敗退場告終。討論完經典案例後,本研究將再以Spotify為例,基於新分析模型,提出防守者面對包覆戰爭可採取的3D防禦策略。最後,本研究也將提出攻擊方在發動戰爭前應思考的方向,並簡單討論Google的「逆向包覆」思維,以及無法被包覆的市場─電子遊戲機市場。 | zh_TW |
dc.description.abstract | Envelopment strategy has been the strategy adopted most frequently by the platform giants around the world for competition and market entry since Microsoft’s successes in video-streaming and web browser market in 1990s. Unfortunately, after Thomas Eisenmann et al. (2010) first proposed the concept of platform envelopment, there have been few literatures studying this significant platform competitive strategy. Due to the change of corporate competitive context in the modern business world, I believe that the old analysis models are no longer applicable for the platform competitive analysis. Therefore, this thesis is intended to construct a new competition analysis model based on the platform envelopment. From the market conditions, attack-level factors to self-level factors, I will build up a model evaluating the likelihood of one particular attacker’s launch of envelopment attack by discussing ten different factors that affecting the victories and defeats in the past envelopment practices, reasoning several possible interconnections between the factors to complete the model, and then test the usability of the model by three classic cases. In the end, based on the model I established, I will generate some defensive strategic insights for the defender as the conclusion, and discuss some important topics in the modern business world. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T07:09:30Z (GMT). No. of bitstreams: 1 U0001-0401202110594900.pdf: 3404640 bytes, checksum: fbb13c6c88749a976fa8926ab51aaf4b (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | Contents 誌謝 II ABSTRACT IV 摘要 V Chapter 1: Introduction 1 Chapter 2: Literature Review 2 2-1: Multi-Sided Platforms 2 2-2: Bundling Strategy and Platform Envelopment 4 Chapter 3: Methodology 7 3-1: Case Studies – to Establish the Model 7 3-2: Case Studies – to test the usability of the model 8 3-3: Suggestions for the Defender’s Strategy with Assistance of Spotify’s Case 9 Chapter 4: Model Establishment 9 4-1: Introduction: What Causes the Envelopment? 9 4-2: Factor Development 10 4-3: Elaborating All the Factors and Dividing Them into Three Levels 12 1. Market-Level: 12 2. Attacker-Level: 13 3. Self-Level: 20 4-4: The Interconnections of the Selected Factors 22 1. Product Accumulation and Switching Cost: 22 2. Economies of Scope and Discount Offering Capability: 23 3. Demand Relatedness and Economies of Scope: 24 4. Data Similarity and Economies of Scope: 24 5. Counterattack Capability and Discount Offering Capability (-): 25 Chapter 5: Model’s Usability Testing – Case Studies of Three Envelopment Competitions 26 5-1: Case 1: The Defender Was Largely Displaced – First Browser War: Netscape versus Internet Explorer 27 5-2: Case 2: The Attacker Successfully Entered the Market but the Defender Still Remained the Position – Facebook Watch versus YouTube 35 5-3: Case 3: Entry Failed – Google Plus versus Facebook 39 5-4: Conclusions of the Three Cases 47 5-5: 3-D Defensive Strategies Suggestions 48 1. Diversify the Source of Income 48 2. Design the Accumulation 49 3. Differentiate through Diversification 50 Chapter 6: Conclusion 51 Reference ………………………………………………………………………………………………54 | |
dc.language.iso | en | |
dc.title | 平台包覆策略分析模型 | zh_TW |
dc.title | Studying on Modeling of Platform Envelopment Attacks | en |
dc.type | Thesis | |
dc.date.schoolyear | 109-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 葉峻賓(Chun-Ping Yeh),蕭義棋(Yi-Chi Hsiao),李佳蓉(Chia-Jung Lee) | |
dc.subject.keyword | 平台包覆,競爭分析,防禦策略, | zh_TW |
dc.subject.keyword | platform envelopment,competition analysis,defensive strategy, | en |
dc.relation.page | 58 | |
dc.identifier.doi | 10.6342/NTU202100007 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2021-01-06 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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