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題名 中國市場智慧音箱產業分析 以天貓精靈為例
An analysis of smart speaker industry in the china market using the tmall genie Product family as an example作者 柯力群
Ko, Li-Chun貢獻者 尚孝純
Shang, Shari
柯力群
Ko, Li-Chun關鍵詞 智慧音箱
虛擬助理
天貓精靈
阿里巴巴集團
Smart speaker
Virtual assistant
Tmall Genie
The Alibaba group日期 2018 上傳時間 27-Jul-2018 11:53:47 (UTC+8) 摘要 As of early 2018 there are three major smart speaker players in the U.S. and European market and five major smart speaker players in China market. International brands including Amazon Echo and Google Home have been sold in the U.S. and European market and many other places in the world since 2014 [15]. However, none of them have announced a plan to penetrate the China market and this probably due to the lack of Mandarin voice interface support. The aim of this thesis is to first have a study on all the speaker products and virtual assistants in the market and then Alibaba is used as an example to explore how a smart speaker manufacture may generate revenue to sustain its business and make profit. In addition, the war of smart speakers has started in the U.S. and European markets for many years, and therefore though the main focus of this thesis is the China market, technology giants including Amazon, Google, and Apple as well as with those who in the China market are all analyzed and compared. At the end of this study, recommendations on Alibaba’s future strategy is given to further establish her competitive advantage. Finally, despite in this work Alibaba is used as the target company, it is expected that other smart speaker manufacturers could develop their strategy in a similar way.Keywords: Smart speaker, virtual assistant, Tmall Genie, the Alibaba group 參考文獻 [1]. Kinsella, B. (2018). New Voicebot Report Says Nearly 20% of U.S. Adults Have Smart Speakers. Retrieved from https://www.voicebot.ai/2018/03/07/new-voicebot-report-says-nearly-20-u-s-adults-smart-speakers/[2]. Maring, J. (2018). Almost 20% of the U.S. population owns a smart speaker. Retrieved from https://www.androidcentral.com/almost-20-us-population-owns-smart-speaker[3] Perez, S. (2018). 47.3 million U.S. adults have access to a smart speaker, report says. Retrieved from https://techcrunch.com/2018/03/07/47-3-million-u-s-adults-have-access-to-a-smart-speaker-report-says/[4] Wikipedia (2018). Tmall Genie. Retrieved from https://en.wikipedia.org/wiki/Tmall_Genie[5] Wikipedia (2018). Baidu Raven. Retrieved from https://en.wikipedia.org/wiki/Baidu_Raven[6] Wikipedia (2018). DingDong. Retrieved from https://en.wikipedia.org/wiki/DingDong[7] Wikipedia (2018). Business Model Canvas. Retrieved from https://en.wikipedia.org/wiki/Business_Model_Canvas[8] Osterwalder, A. (2004). The Business Model Ontology - A Proposition in a Design Science Approach. PhD Thesis University of Lausanne.[9] Strategyzer (2018). Retrieved from: http://support.strategyzer.com/[10] Tmall Genie Official Website (2018). List of supported equipment. Retrieved from https://bot.tmall.com/equipment[11] AliGenie Official Website (2018). AliGenie Voice Application Developer’s Platform. Retrieved from https://open.bot.tmall.com/[12]. AliGenie Official Website (2018). AliGenie Industrial Solutions. Retrieved from https://industry.bot.tmall.com/[13] AliGenie Official Website (2018). AliGenie Hardware Access Platform. Retrieved from https://aligenie.bot.tmall.com/[14] Alibabanews.com (2018). 阿里巴巴發佈AliGenie語音開放平台 推進「智聯網」時代. Retrieved from https://alibabanews.com/article/alibabafabualigenieyuyinkaifangpingtai-tuijinzhilianwang-shidai[15] Kinsella, B. (2018). Google Home Coming to 7 More Countries in 2018: Denmark, Korea, Mexico, the Netherlands, Norway, Spain and Sweden. Retrieved from https://voicebot.ai/2018/05/08/google-home-coming-to-7-more-countries-in-2018-denmark-korea-mexico-the-netherlands-norway-spain-and-sweden/[16] Perez, S. (2017). Amazon introduces paid subscriptions for Alexa skills. Retrieved from https://techcrunch.com/2017/10/25/amazon-introduces-subscriptions-for-alexa-skills-makes-them-free-for-prime-members/?utm_source=Triggermail&utm_medium=email&utm_campaign=Post%20Blast%20%28bii-apps-and-platforms%29:%20Amazon%20adds%20paid%20subscriptions%20for%20Alexa%20Skills%20%E2%80%94%20Insights%20into%20the%20consumer%E2%80%99s%20mobile%20journey%20%E2%80%94%20Facebook%20Workplace%20Chat%20hits%20new%20milestone&utm_term=BII%20List%20Mobile%20ALL[17] Amazon Web Services website (2018). Alexa for Business Pricing. Retrieved from https://aws.amazon.com/alexaforbusiness/pricing/[18] Amazon Web Services website (2018). Alexa skills kit: Build. Retrieved from https://developer.amazon.com/alexa-skills-kit/build[19] Amazon Web Services website (2018). AWS Lamda. Retrieved from https://aws.amazon.com/lambda/[20] Amazon Web Services website (2018). AWS Lamda Pricing. Retrieved from https://aws.amazon.com/lambda/pricing/[21] 智東西 (2017). 阿里AI Labs赚的钱连电费都不够交，但浅雪说一点都不担心. Retrieved from http://k.sina.com.cn/article_5213469505_136bf3b41001001esl.html[22] ETtoday新聞雲 (2018). 天貓精靈銷售破200萬台 多了會念童書、幫忙看藥物的功能. Retrieved from https://www.ettoday.net/news/20180325/1137472.htm[23] 谈哲 (2018). 天猫精灵发布 199 元「方糖」智能音箱新品，还买下了高晓松节目的独家版权. Retrieved from https://www.shenzhenware.com/articles/12317[24] 包永刚 (2018). 天猫精灵3款新品齐亮相，AI技术升级能让智能音箱普及？Retrieved from https://www.leiphone.com/news/201805/eB72wsItk6KIJrTO.html[25] Kinsella, B. (2018). Alibaba Sells 1 Million Smart Speakers in Four Months. Retrieved from https://voicebot.ai/2018/03/02/alibaba-sells-1-million-smart-speakers-four-months/[26] Kinsella, B. (2018). Google Home Beats Amazon Echo in Q1 2018 Smart Speaker Shipments According to New Study. Retrieved from https://voicebot.ai/2018/05/23/google-home-beats-amazon-echo-in-q1-2018-smart-speaker-shipments-according-to-new-study/[27] Harvard Business School Website. The Five Forces. 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Retrieved from https://www.chinainternetwatch.com/22936/public-cloud-market-share-h1-2017/[34] Tmall Genie official website: https://bot.tmall.com/[35] Alibaba Unveils AliGenie Voice Platform as Competition in Smart Speaker Sector Intensifies. Retrieved from https://www.yicaiglobal.com/news/alibaba-unveils-aligenie-voice-platform-competition-smart-speaker-sector-intensifies[36]Alibaba adds visual recognition to its smart speaker. Retrieved from http://www.businessinsider.com/alibaba-adds-visual-recognition-to-its-smart-speaker-2018-3[37] Carman, A. (Jul. 2018). Xiaomi`s new smart speaker costs $130 less than an Amazon Echo. Retrieved from https://www.theverge.com/circuitbreaker/2017/7/26/16034726/xiaomi-mi-ai-speaker-home-assistant[38] Kinsella, B. (Mar. 2018). Amazon Echo Maintains Large Market Share Lead in U.S. Smart Speaker User Base. Retrieved from https://voicebot.ai/2018/03/08/amazon-echo-maintains-large-market-share-lead-u-s-smart-speaker-user-base/[39] Kinsella, B. (Feb. 2018). Amazon Echo and Google Home European Smart Speaker Sales Approach 6.5 Million Units in 2017. Retrieved from https://voicebot.ai/2018/02/28/amazon-echo-google-home-european-smart-speaker-sales-approach-6-5-million-units-2017/[40] Wikipedia (2018). Google Home. Retrieved from https://en.wikipedia.org/wiki/Google_Home[41] Wikipedia (2018). Google Assistant. Retrieved from https://en.wikipedia.org/wiki/Google_Assistant[42] Wikipedia (2018). Amazon Echo. Retrieved from https://en.wikipedia.org/wiki/Amazon_Echo[43] Amazon Website (2018). Amazon Echo Show. Retrieved from https://www.amazon.com/Amazon-Echo-Show-Alexa-Enabled-Black/dp/B01J24C0TI[44] Amazon Website (2018). Amazon Echo. Retrieved from https://www.amazon.com/dp/B06XCM9LJ4/ref=fs_ods_fs_ha_dr[45] Amazon Website (2018). Amazon Echo Dot. Retrieved from https://www.amazon.com/dp/B01DFKC2SO/ref=fs_ods_fs_aucc_bt[46] Amazon Website (2018). Amazon Echo Dot Kids Edition. 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國立政治大學
國際經營管理英語碩士學位學程(IMBA)
101933030資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101933030 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shang, Shari en_US dc.contributor.author (Authors) 柯力群 zh_TW dc.contributor.author (Authors) Ko, Li-Chun en_US dc.creator (作者) 柯力群 zh_TW dc.creator (作者) Ko, Li-Chun en_US dc.date (日期) 2018 en_US dc.date.accessioned 27-Jul-2018 11:53:47 (UTC+8) - dc.date.available 27-Jul-2018 11:53:47 (UTC+8) - dc.date.issued (上傳時間) 27-Jul-2018 11:53:47 (UTC+8) - dc.identifier (Other Identifiers) G0101933030 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118945 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 101933030 zh_TW dc.description.abstract (摘要) As of early 2018 there are three major smart speaker players in the U.S. and European market and five major smart speaker players in China market. International brands including Amazon Echo and Google Home have been sold in the U.S. and European market and many other places in the world since 2014 [15]. However, none of them have announced a plan to penetrate the China market and this probably due to the lack of Mandarin voice interface support. The aim of this thesis is to first have a study on all the speaker products and virtual assistants in the market and then Alibaba is used as an example to explore how a smart speaker manufacture may generate revenue to sustain its business and make profit. In addition, the war of smart speakers has started in the U.S. and European markets for many years, and therefore though the main focus of this thesis is the China market, technology giants including Amazon, Google, and Apple as well as with those who in the China market are all analyzed and compared. At the end of this study, recommendations on Alibaba’s future strategy is given to further establish her competitive advantage. Finally, despite in this work Alibaba is used as the target company, it is expected that other smart speaker manufacturers could develop their strategy in a similar way.Keywords: Smart speaker, virtual assistant, Tmall Genie, the Alibaba group en_US dc.description.tableofcontents 1. Introduction 11.1. Smart Speaker Technology 21.2. Smart Speaker Leaders in the U.S. and European Market 31.2.1. Amazon 31.2.2. Google 101.2.3. Apple 121.2.4. Microsoft 131.3. Major Smart Speaker Players in the China Market 131.3.1. JD.com 131.3.2. Xiaomi 161.3.3. Baidu 171.3.4. Tencent 191.3.5. Alibaba 192. Tmall Genie Product Family 212.1. Tmall Genie X1 212.2. Tmall Genie M1 222.3. Tmall Genie Fang Tang 222.4. Tmall Genie Kid Edition 232.5. Tmall Genie TV Box 233. Business Model of the Tmall Genie Product Family 253.1. Value Proposition 273.2. Target Customer Segment 273.3. Distribution Channel 283.4. Customer Relationship 283.5. Key Activities 293.6. Key Resources 303.7. Key Partnerships 303.8. Revenue Stream 313.9. Cost Structure 324. Competitive Analysis of the Tmall Genie Product Family 344.1. The Porter’s Five Forces Model 344.1.1. Industry Rivalry 354.1.2. Bargaining power of suppliers 354.1.3. Bargaining power of customers 364.1.4. Threat of new entrants 364.1.5. Threat of substitutes 374.2. Competitiveness with other competitors 374.2.1. Competitors in the U.S. and European market 374.2.2. Competitors in the China market 414.3. SWOT Analysis 465. Recommendation on Future Strategy 475.1. Industry Trends Identified 475.2. Strategy Recommendation 475.2.1. Superior Efficiency 485.2.2. Superior Quality 495.2.3. Superior Customer Responsiveness 495.2.4. Superior Innovation 505.2.5. Other Recommendations 516. Summary 537. Reference 54 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101933030 en_US dc.subject (關鍵詞) 智慧音箱 zh_TW dc.subject (關鍵詞) 虛擬助理 zh_TW dc.subject (關鍵詞) 天貓精靈 zh_TW dc.subject (關鍵詞) 阿里巴巴集團 zh_TW dc.subject (關鍵詞) Smart speaker en_US dc.subject (關鍵詞) Virtual assistant en_US dc.subject (關鍵詞) Tmall Genie en_US dc.subject (關鍵詞) The Alibaba group en_US dc.title (題名) 中國市場智慧音箱產業分析 以天貓精靈為例 zh_TW dc.title (題名) An analysis of smart speaker industry in the china market using the tmall genie Product family as an example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) [1]. Kinsella, B. (2018). New Voicebot Report Says Nearly 20% of U.S. Adults Have Smart Speakers. Retrieved from https://www.voicebot.ai/2018/03/07/new-voicebot-report-says-nearly-20-u-s-adults-smart-speakers/[2]. Maring, J. (2018). Almost 20% of the U.S. population owns a smart speaker. Retrieved from https://www.androidcentral.com/almost-20-us-population-owns-smart-speaker[3] Perez, S. (2018). 47.3 million U.S. adults have access to a smart speaker, report says. Retrieved from https://techcrunch.com/2018/03/07/47-3-million-u-s-adults-have-access-to-a-smart-speaker-report-says/[4] Wikipedia (2018). Tmall Genie. Retrieved from https://en.wikipedia.org/wiki/Tmall_Genie[5] Wikipedia (2018). Baidu Raven. Retrieved from https://en.wikipedia.org/wiki/Baidu_Raven[6] Wikipedia (2018). DingDong. Retrieved from https://en.wikipedia.org/wiki/DingDong[7] Wikipedia (2018). Business Model Canvas. Retrieved from https://en.wikipedia.org/wiki/Business_Model_Canvas[8] Osterwalder, A. (2004). The Business Model Ontology - A Proposition in a Design Science Approach. PhD Thesis University of Lausanne.[9] Strategyzer (2018). Retrieved from: http://support.strategyzer.com/[10] Tmall Genie Official Website (2018). List of supported equipment. Retrieved from https://bot.tmall.com/equipment[11] AliGenie Official Website (2018). AliGenie Voice Application Developer’s Platform. Retrieved from https://open.bot.tmall.com/[12]. AliGenie Official Website (2018). AliGenie Industrial Solutions. Retrieved from https://industry.bot.tmall.com/[13] AliGenie Official Website (2018). AliGenie Hardware Access Platform. Retrieved from https://aligenie.bot.tmall.com/[14] Alibabanews.com (2018). 阿里巴巴發佈AliGenie語音開放平台 推進「智聯網」時代. Retrieved from https://alibabanews.com/article/alibabafabualigenieyuyinkaifangpingtai-tuijinzhilianwang-shidai[15] Kinsella, B. (2018). Google Home Coming to 7 More Countries in 2018: Denmark, Korea, Mexico, the Netherlands, Norway, Spain and Sweden. Retrieved from https://voicebot.ai/2018/05/08/google-home-coming-to-7-more-countries-in-2018-denmark-korea-mexico-the-netherlands-norway-spain-and-sweden/[16] Perez, S. (2017). Amazon introduces paid subscriptions for Alexa skills. 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