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題名 網路交友平台國際化個案研究
A Case Study on the Internationalization of the Dating Platform Business作者 林藝欣
Lin, Yi-Shin貢獻者 邱奕嘉
Chiu, Yi-Chia
林藝欣
Lin, Yi-Shin關鍵詞 交友平台
國際化策
平台國際化
Dating platform
Online dating
International strategy
Platform internationalization日期 2018 上傳時間 10-八月-2018 11:11:58 (UTC+8) 摘要 近幾年平台商業模式崛起,加上智慧型手機的普及帶動了行動平台、手機APP 產業的蓬勃發展。各國網路交友平台業者紛紛採取國際化,複製其在國內市 場的經驗,進軍海外市場。國內許多網路交友平台成立至今多時,其採取國際化 甚至成功的案例卻不多,故本研究以研究尚凡集團/思維特公司之成功推行 SweetRing 交友平台國際化之案例,先試圖瞭解網路平台企業國際化動機,及探 索企業具備哪些資源有利於國際市場之推廣並保有競爭優勢。本研究採取個案研究法,透過個案公司經營團隊訪談與網路、官方及報章雜 誌取得初級與次級資料,並以企業國際化相關理論為基礎加入平台觀點進行研究 分析。將尚凡創立(2002)至今之企業與產品策略發展分為三階段進行比較,第一 階段為網路交友網站愛情公寓(2003~)、第二階段為手機 APP 型態之 iPair(2013)及 第三階段(2015~)以國際市場發展為策略的婚戀交友平台 SweetRing。經由研究分析發現以網路交友平台產業為例,企業推行國際化之動機主要為競爭者動態、科技轉變及平台企業追求網路外部性來達到經濟效果之因素,以及企業為增加收入而採取企業擴張行動。以利企業國際化競爭與推廣之資源包含企業內部人才之國際化知識程度、充足的資金來源等,人脈資源有利幫助企業於進入障礙較高或經營環境差異較大之市場推廣與經營。
The rise of the platform business model in recent years, coupled with the popularity of smart phones has led to the vigorous development of the mobile platform and mobile application industry including the online dating business. Many online dating platform operators in various countries have adopted their successful experience to develop international strategy. Many Taiwanese online dating platforms have been running for couple of years, yet not many has been successful in internationalization. This study is devoted to understand the motivation of platform internationalization, and to explore the resources that enable the internationalization of business by studing the case of SweetRing dating platform operated by SunFun Corporation.This study developed the framework by comparison three stages of product/enterprise development based on related theory: Stage 1 with dating website: iPart (2003~) that mainly serves Taiwanese market, Stage2 with mobile APP: iPair (2013~) that start initiating internationalization strategy and stage 3 with SweetRing (2015~) that focusing on global market. Comparisons are designed based on the business internationalization relating theories. The primary and secondary information are collected by interviewing and online resources.It is found that the competitors` actions, technological changes, company’s pursuing the network effect of platform to achieve economic scale benefit and the purpose of increasing potential profit, are driving factors that motivate dating platform business to initiate globe strategy. In addition, important resources such as international knowledges of team members, sufficient financial supports and social network help companies to promote and operate in global markets.參考文獻 一、英文部分 書籍1. Donald R. Cooper, William Emory (1995). Business research methods, Irwin.2. Everett M. Rogers (1995). Diffusion of Innovations, New York: Free Press.3. Hymer, S. (1976). The International Operations of National Firms: A Study ofForeign Direct Investment, Cambridge, MA.: MIT Press.4. Juline Mills, Rob Law, (2005). Journal of Travel & Tourism MarketingMonographic Separates, Routledge.5. Tawfik and Enders, (2008). Strategies for E-business: Creating Value ThroughElectronic and Mobile Commerce: Concepts and Cases, FT Prentice Hall.6. Yin, R.K., (1994). Case Study Research: Design and Methods, Newbury Park, CA:Sage Publications.專書論文1. Andrei Hagiu, Julian Wright, (2015). Multi-Sided Platforms, Harvard Business Review Press.2. Carl Shapiro, Hal R. Varian, (1998). Information Rules: A Strategic Guide to the Network Economy. Harvard Business Review Press.3. Creswell, J. W., (1994). Research Design: Qualitative and Quantitative Approaches. Thousand Oaks. CA: Sage.4. Jean-Charles Rochet, Jean Tirole, (2004) Two-Sided Markets: An Overview.5. Zaidah Zainal, (2007). Case study as a research method, Malaysia: JournalKemanusiaan bil.9.6. K. Francis Park, Robert Seamans, Feng Zhu, (2017). Multi-homing and PlatformStrategies: Historical Evidence from the U.S. Newspaper Industry. HarvardBusiness School.7. Martin Wendel, Emil Maltesen Frandsen, (2015). An Analysis of the OnlineDating Industry and How Startups Can Compete. Copenhagen Business School8. Porter, M. E., (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.9. Shen Qi, (2009). Case Study in Contemporary Educational Research: Conceptualization and Critique, 5(4), 21-31.10. Srilata Zaheer, (1994). Overcoming the Liability of Foreignness, Academy of Management Journal.期刊1. Albrecht Enders, Harald Hungenberg, Hans-Peter Denker, Sebastian Mauch, (2008). The Long Tail of Social Networking Revenue Models of Social Networking Sites. European Management Journal 26(3), 199-211.2. Andrei Hagiu, (2014). Strategic Decision for Multisided Platforms. MIT Sloan Management Review, 55(2).3. Albrecht Enders, Harald Hungenberg, Hans-Peter Denker, Sebastian Mauch (2008). The long tail of social networking.: Revenue models of social networking sites. European Management Journal, 26(3), 199-211.4. Christoph Zott IESE, Raphael Amit, Lorenzo Massa, (2011). The Business Model: Recent Developments and Future Research. Journal of Management 37(4), 1019- 1042.5. Cuervo-Cazurra, Alvaro & Maloney, Mary & Manrakhan, Shalini. (2007). Cause of the difficulties in internationalization. Journal of International Business Studies. 38. 709-725.6. David J.Teece, (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2–3), 172-194.7. George M. Zinkhan, C. S. Agnes Cheng (1992). Marketing Communication Intensity Across Industries. Decision Sciences 23(3), 758-769.8. Jean-Charles Rochet, Jean Tirole, (2003). Platform Competition in Two-Sided Markets. Journal of the European Economic Association 1(4), 990 –1029.9. Joseph Farrel, Paul Klemperer, (2007). Coodination and Lock-In: Competitionwith Switching Costs and Network Effects. Handbook of Industrial Organization 3, 1967-2072.10. Lawrence S. Welch and Reijo Luostarinen (1988). Internationalization: Evolution of a Concept. Journal of General Management 14(2), 34-55.11. Marshall W. Van Alstyne , Geoffrey G. Parker, Sangeet Paul Choudary, (2016). Pipelines, Platforms, and the New Rules of Strategy, Harvard Business Review, 94(4).12. Lenn Gomes, Kannan Ramaswamy, (1999). An Empirical Examination of the Form of the Relationship Between Multinationality and Performance, AmericanJournal of Industrial and Business Management 4(10).13. Michael L. Katz and Carl Shapiro, (1985). Network Externalities, Competition, and Compatibility. The American Economic Review 75(3), 424-440.14. Michael R. Czinkota, Michael Ursic, (1991). Classification of exporting firms according to sales and growth into a share matrix. Journal of Business Research 22(3), 243-253.15. Paul Klemperer, (1995). Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade. Review of Economic Studies 62, 515-539.16. Raymond Vernon (1966) . International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics 80(2), 190–207.17. Roberto Roson, (2005). Two-Sided Markets: A Tentative Survey. Review of Network Economics 4(2),142-160.18. Srilata Zaheer, (1995). Overcoming the Liability of Foreignness. The Academy of Management Journal 38(2), 341-363.19. Steven M Shugan (1980). The Cost of Thinking. Journal of Consumer Research 7(2), 99-111.20. Shakir, M. (2002), The selection of case studies: strategies and their applications to IS implementation case studies, Research Letters in the Information and Mathematical Sciences, 3, 69-77.21. Tellis, W. (1997). Introduction to case study. The Qualitative Report 3(2).22. Tellis, W. (1997). Application of a case study methodology. The QualitativeReport 3(2).23. Thomas A. Burnham, Judy K. Frels, Vijay Mahajan (2003). Consumer SwitchingCosts: A Typology, Antecedents, and Consequences. Journal of the Academy of Marketing Science 31(2), 109-126.網際網路1. The Online Dating Market in Europe, Retrieved 2012, from: https://www.datingsitesreviewed.com/press/online-dating-market-europe-2012- us.pdf2. Factors Driving Moves To Global Strategies, Retrieved Jan, 23, 2017, from:https://www.coursera.org/learn/global-business-environment/lecture/gu4Ci/1-5-factors-driving-moves-to-global-strategiesWhy Advertising Is Failing On The Internet, Retrieved Mar 23, 2009, from:https://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/3. Online Dating Survey, Retrieved April, 2018, from: https://www.statista.com/outlook/372/104/online-dating/north-america#market- revenue二、中文部分書籍1. 陳威如、余卓軒,(2013)。平台革命:席捲全球社交、購物、遊戲、媒體的商業模式創新。臺灣:商周出版。研究計畫1. 聯合行銷研究股份有限公司,2016。《105 年手機族數位機會調查報告》。出版地:國家發展委員會。2. 聯合行銷研究股份有限公司,2017。《106 年手機族數位機會調查報告》。 出版地:國家發展委員會碩博士學位論文1. 施育堯,啤酒行銷策略之研究-以中國上海地區合資公司為例,國立政治大學科技管理研究所,2007。2. 陳政頤,虛擬社群發展策略之研究–以愛情公寓為例,國立中山大學企業管 理學系研究所,2009。3. 吳俞旻,騰訊帝國之平台策略,國立臺灣大學管理學院商學研究所,2015。4. 李其遠,台灣交友網站經營模式之研究 — 以愛情公寓為例,國立中央大學 資訊管理學系在職專班,2014。5. 謝雅淳,加盟連鎖業國際化佈局之研究-以台灣手搖飲料為例,國立政治大學 企業管理研究所(MBA學位學程),2015。6. 戴欣晟,遊戲直播平台獲利模式之個案分析-以Twitch直播平台為例,國立政 治大學企業管理研究所(MBA學位學程),2017。7. 廖均芙,誠品的平台設計與互動基礎,國立政治大學企業管理研究所(MBA 學位學程),2017。網路資料1. 研究生2.0 (2012),探索性、解釋性、描述性個案研究法,2012年6月10日, 檢自:https://researcher20.com/2012/06/10/%E6%8E%A2%E7%B4%A2%E6%80%A7 %E3%80%81%E8%A7%A3%E9%87%8B%E6%80%A7%E3%80%81%E6%8F %8F%E8%BF%B0%E6%80%A7%E5%80%8B%E6%A1%88%E7%A0%94%E7 %A9%B6%E6%B3%95/2. TechNews (2016),台灣手機使用者平均每人下載 16 個App,2016年2月2 日,檢自: https://technews.tw/2016/02/02/taiwan-mobile-user-16-app/4. 電腦王阿達(2014),你不知道的手機軟體發展史,2014 年 1 月 4 日,檢自: https://www.kocpc.com.tw/archives/44195. 陳怡如(2014),愛情公寓年營收破三億創新高,積極布局行動、海外市場,2014 年 1 月 8 日,檢自:https://www.bnext.com.tw/article/30712/BN-ARTICLE-307126. 愛情公寓官網:http://www.i-part.com.tw/announce/rules/events.php7. 數位時代(2016),SweetRing 獲 mixi、IBJ、尚凡 1.1 億 A 輪資金,攻拉美、印度新興市場,檢自:https://www.bnext.com.tw/article/40811/BN-2016-09-01- 184005-443. 狼勝衣(2011),行動上網超越 PC,台灣準備好了嗎?,2011 年 9 月 15 日, 檢自:https://www.businessweekly.com.tw/article.aspx?id=457&type=Blog&p=1868. 吳家豪(2018),Google:台灣人愛玩手遊 亞太區排第二,2018 年 1 月 24 日,檢自:http://www.cna.com.tw/news/ait/201801240111-1.aspx9. Y ourator,尚凡集團/思維特網路科技,檢自: https://www.yourator.co/companies/iPair 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363015資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363015 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (作者) 林藝欣 zh_TW dc.contributor.author (作者) Lin, Yi-Shin en_US dc.creator (作者) 林藝欣 zh_TW dc.creator (作者) Lin, Yi-Shin en_US dc.date (日期) 2018 en_US dc.date.accessioned 10-八月-2018 11:11:58 (UTC+8) - dc.date.available 10-八月-2018 11:11:58 (UTC+8) - dc.date.issued (上傳時間) 10-八月-2018 11:11:58 (UTC+8) - dc.identifier (其他 識別碼) G0105363015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119325 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363015 zh_TW dc.description.abstract (摘要) 近幾年平台商業模式崛起,加上智慧型手機的普及帶動了行動平台、手機APP 產業的蓬勃發展。各國網路交友平台業者紛紛採取國際化,複製其在國內市 場的經驗,進軍海外市場。國內許多網路交友平台成立至今多時,其採取國際化 甚至成功的案例卻不多,故本研究以研究尚凡集團/思維特公司之成功推行 SweetRing 交友平台國際化之案例,先試圖瞭解網路平台企業國際化動機,及探 索企業具備哪些資源有利於國際市場之推廣並保有競爭優勢。本研究採取個案研究法,透過個案公司經營團隊訪談與網路、官方及報章雜 誌取得初級與次級資料,並以企業國際化相關理論為基礎加入平台觀點進行研究 分析。將尚凡創立(2002)至今之企業與產品策略發展分為三階段進行比較,第一 階段為網路交友網站愛情公寓(2003~)、第二階段為手機 APP 型態之 iPair(2013)及 第三階段(2015~)以國際市場發展為策略的婚戀交友平台 SweetRing。經由研究分析發現以網路交友平台產業為例,企業推行國際化之動機主要為競爭者動態、科技轉變及平台企業追求網路外部性來達到經濟效果之因素,以及企業為增加收入而採取企業擴張行動。以利企業國際化競爭與推廣之資源包含企業內部人才之國際化知識程度、充足的資金來源等,人脈資源有利幫助企業於進入障礙較高或經營環境差異較大之市場推廣與經營。 zh_TW dc.description.abstract (摘要) The rise of the platform business model in recent years, coupled with the popularity of smart phones has led to the vigorous development of the mobile platform and mobile application industry including the online dating business. Many online dating platform operators in various countries have adopted their successful experience to develop international strategy. Many Taiwanese online dating platforms have been running for couple of years, yet not many has been successful in internationalization. This study is devoted to understand the motivation of platform internationalization, and to explore the resources that enable the internationalization of business by studing the case of SweetRing dating platform operated by SunFun Corporation.This study developed the framework by comparison three stages of product/enterprise development based on related theory: Stage 1 with dating website: iPart (2003~) that mainly serves Taiwanese market, Stage2 with mobile APP: iPair (2013~) that start initiating internationalization strategy and stage 3 with SweetRing (2015~) that focusing on global market. Comparisons are designed based on the business internationalization relating theories. The primary and secondary information are collected by interviewing and online resources.It is found that the competitors` actions, technological changes, company’s pursuing the network effect of platform to achieve economic scale benefit and the purpose of increasing potential profit, are driving factors that motivate dating platform business to initiate globe strategy. In addition, important resources such as international knowledges of team members, sufficient financial supports and social network help companies to promote and operate in global markets. en_US dc.description.tableofcontents 目錄謝辭 II摘要 IIIAbstract IV表目錄VI圖目錄VII第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與研究問題 2第三節 研究流程與章節架構 3第二章 文獻探討 6第一節 平台 6第二節 企業國際化 12第三節 平台與傳統企業之差異 19第三章 研究方法 22第一節 個案研究法 22第二節 研究設計 26第三節 研究架構 31第四章 個案介紹 33第一節 產業概況 33第二節 個案公司介紹——尚凡網路科技 40第三節 思維特網路科技 44第五章 個案分析 63第一節 平台國際化動機分析 63第二節 平台國際化資源分析 68第六章 結論與建議 75第一節 研究結論 75第二節 對於思維特網路科技之建議 76第三節 研究限制與後續研究建議 78參考文獻 81 zh_TW dc.format.extent 5229741 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363015 en_US dc.subject (關鍵詞) 交友平台 zh_TW dc.subject (關鍵詞) 國際化策 zh_TW dc.subject (關鍵詞) 平台國際化 zh_TW dc.subject (關鍵詞) Dating platform en_US dc.subject (關鍵詞) Online dating en_US dc.subject (關鍵詞) International strategy en_US dc.subject (關鍵詞) Platform internationalization en_US dc.title (題名) 網路交友平台國際化個案研究 zh_TW dc.title (題名) A Case Study on the Internationalization of the Dating Platform Business en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、英文部分 書籍1. Donald R. Cooper, William Emory (1995). Business research methods, Irwin.2. Everett M. Rogers (1995). Diffusion of Innovations, New York: Free Press.3. Hymer, S. (1976). The International Operations of National Firms: A Study ofForeign Direct Investment, Cambridge, MA.: MIT Press.4. Juline Mills, Rob Law, (2005). Journal of Travel & Tourism MarketingMonographic Separates, Routledge.5. Tawfik and Enders, (2008). Strategies for E-business: Creating Value ThroughElectronic and Mobile Commerce: Concepts and Cases, FT Prentice Hall.6. Yin, R.K., (1994). Case Study Research: Design and Methods, Newbury Park, CA:Sage Publications.專書論文1. Andrei Hagiu, Julian Wright, (2015). Multi-Sided Platforms, Harvard Business Review Press.2. Carl Shapiro, Hal R. Varian, (1998). Information Rules: A Strategic Guide to the Network Economy. Harvard Business Review Press.3. Creswell, J. W., (1994). Research Design: Qualitative and Quantitative Approaches. Thousand Oaks. CA: Sage.4. Jean-Charles Rochet, Jean Tirole, (2004) Two-Sided Markets: An Overview.5. Zaidah Zainal, (2007). Case study as a research method, Malaysia: JournalKemanusiaan bil.9.6. K. Francis Park, Robert Seamans, Feng Zhu, (2017). Multi-homing and PlatformStrategies: Historical Evidence from the U.S. Newspaper Industry. HarvardBusiness School.7. Martin Wendel, Emil Maltesen Frandsen, (2015). An Analysis of the OnlineDating Industry and How Startups Can Compete. Copenhagen Business School8. Porter, M. E., (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.9. Shen Qi, (2009). Case Study in Contemporary Educational Research: Conceptualization and Critique, 5(4), 21-31.10. Srilata Zaheer, (1994). Overcoming the Liability of Foreignness, Academy of Management Journal.期刊1. Albrecht Enders, Harald Hungenberg, Hans-Peter Denker, Sebastian Mauch, (2008). The Long Tail of Social Networking Revenue Models of Social Networking Sites. European Management Journal 26(3), 199-211.2. Andrei Hagiu, (2014). Strategic Decision for Multisided Platforms. MIT Sloan Management Review, 55(2).3. Albrecht Enders, Harald Hungenberg, Hans-Peter Denker, Sebastian Mauch (2008). The long tail of social networking.: Revenue models of social networking sites. European Management Journal, 26(3), 199-211.4. Christoph Zott IESE, Raphael Amit, Lorenzo Massa, (2011). The Business Model: Recent Developments and Future Research. Journal of Management 37(4), 1019- 1042.5. Cuervo-Cazurra, Alvaro & Maloney, Mary & Manrakhan, Shalini. (2007). Cause of the difficulties in internationalization. Journal of International Business Studies. 38. 709-725.6. David J.Teece, (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2–3), 172-194.7. George M. Zinkhan, C. S. Agnes Cheng (1992). Marketing Communication Intensity Across Industries. Decision Sciences 23(3), 758-769.8. Jean-Charles Rochet, Jean Tirole, (2003). Platform Competition in Two-Sided Markets. Journal of the European Economic Association 1(4), 990 –1029.9. Joseph Farrel, Paul Klemperer, (2007). Coodination and Lock-In: Competitionwith Switching Costs and Network Effects. Handbook of Industrial Organization 3, 1967-2072.10. Lawrence S. Welch and Reijo Luostarinen (1988). Internationalization: Evolution of a Concept. Journal of General Management 14(2), 34-55.11. Marshall W. Van Alstyne , Geoffrey G. Parker, Sangeet Paul Choudary, (2016). Pipelines, Platforms, and the New Rules of Strategy, Harvard Business Review, 94(4).12. Lenn Gomes, Kannan Ramaswamy, (1999). An Empirical Examination of the Form of the Relationship Between Multinationality and Performance, AmericanJournal of Industrial and Business Management 4(10).13. Michael L. Katz and Carl Shapiro, (1985). Network Externalities, Competition, and Compatibility. The American Economic Review 75(3), 424-440.14. Michael R. Czinkota, Michael Ursic, (1991). Classification of exporting firms according to sales and growth into a share matrix. Journal of Business Research 22(3), 243-253.15. Paul Klemperer, (1995). Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade. Review of Economic Studies 62, 515-539.16. Raymond Vernon (1966) . International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics 80(2), 190–207.17. Roberto Roson, (2005). Two-Sided Markets: A Tentative Survey. Review of Network Economics 4(2),142-160.18. Srilata Zaheer, (1995). Overcoming the Liability of Foreignness. The Academy of Management Journal 38(2), 341-363.19. Steven M Shugan (1980). The Cost of Thinking. Journal of Consumer Research 7(2), 99-111.20. Shakir, M. 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