帶領社群、橫跨世代-社群平台公司經營發展策略分析： 以META為例

Abstract

Meta為全球社群媒體領先龍頭公司，總部位於美國加州門洛公園，於2004年由馬克．祖克柏等一群哈佛大學生成立。成立的使命為給予人們打造社群的力量，並讓世界更緊密的連結。旗下著名產品為Facebook、Instagram、WhatsApp等家庭應用程式群。臉書Facebook為全球超過30億用戶，最多人使用的社群媒體，可連結Instagram等其他應用程式，生態圈多樣化。 本研究以Meta作為個案分析研究目標。從Meta社群媒體產業切入，並從營收來源數位行銷產業分析開始了解目前線上廣告之態勢，對比產業競爭者和其核心業務能力，以探尋Meta在產業中所屬位置。再來便針對Meta本身業務群，家庭應用程式來探討，同時利用BCG矩陣定義其各事業產品組合，了解旗下產品目前相對位址和未來可能之走向。最後再以平台策略分析了解Meta作為全球社群平台領先者所擁有的優勢與護城河，以及如何持續維持現今地位。 Meta的主要優勢為擁有龐大的家庭應用程式客戶群，隨之帶來強大的平台優勢，能夠吸引更多新用戶加入其生態圈。此外，其擁有大量客戶數據，能夠為產品做更好的更新以符合使用者需求。在人工智慧上，Meta擁有大量AI晶片，搭配本身大量數據訓練模型，能夠開發出極佳的生成式語言和演算模型，以及許多VR/AR之發展，為其平台生態圈帶來更多創新體驗，鞏固其技術競爭優勢，增加用戶黏性和平台吸引力。 本研究對Meta之建議有以下三點，一為樽節開支，回防社群媒體本業，在AR/VR元宇宙業務審慎投資，資源重新定位。二為確保人工智慧( AI )技術領先地位，帶動Meta生態圈增效。三為持續營銷Instagram，提升Reels活耀度，並整合生態圈，加速成長。

Meta is a leading global social media company headquartered in Menlo Park, California, USA. It was founded in 2004 by Mark Zuckerberg and a group of Harvard University students. Its mission is to empower people to build communities and bring the world closer together. Meta's renowned products include Facebook, Instagram, and WhatsApp. Facebook is the most widely used social media platform globally, with over 3 billion users, and it can connect to other applications like Instagram, creating a diverse ecosystem. This study focuses on Meta as a case study. It starts with an analysis of Meta within the social media industry, examining the current state of online advertising as a major revenue source. It compares Meta's position with its industry competitors and assesses its core business capabilities. Following this, the study delves into Meta's business segments, specifically its family of apps, and uses the BCG matrix to define its product portfolio, understanding the relative position and potential future direction of its various products. Finally, the study analyzes Meta's platform strategy, exploring its advantages and moat as a leading global social media platform, and how it can sustain its current position. Meta's main strengths include its vast customer base across its family of apps, which provides a strong platform advantage to attract more new users into its ecosystem. Additionally, Meta possesses extensive customer data, enabling it to continually update its products to better meet user needs. In the realm of artificial intelligence, Meta has numerous AI chips and vast amounts of data to train models, allowing it to develop superior generative language and algorithm models, as well as advancements in VR/AR. These innovations enhance its platform ecosystem, reinforcing its technological competitive edge, increasing user engagement, and enhancing platform appeal. The study offers three main recommendations for Meta: first, to cut expenditures and refocus on its core social media business, investing cautiously in AR/VR and the metaverse, and reallocating resources accordingly. Second, to ensure it maintains a leading position in AI technology to boost the efficiency of Meta's ecosystem. Third, to continuously market Instagram, increase the activity on Reels, and integrate the ecosystem to accelerate growth.