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題名 平台覆蓋策略之個案研究-以瀏覽器市場為例
A Case Study on the Platform Envelopment Strategy作者 張家甄
Chang, Chia-Chen貢獻者 邱奕嘉
張家甄
Chang, Chia-Chen關鍵詞 瀏覽器
平台擴張策略
平台覆蓋
平台競爭
平台企業優勢
Browser
Platform Expansion
Platform Envelopment
Platform Competition
Platform enterprise advantage日期 2020 上傳時間 3-Aug-2020 18:37:02 (UTC+8) 摘要 成功的生態系能夠同時利用生態系的緊密結構、多角化產品範疇、用戶導向的策略成長及保護機制讓系統內的參與者能夠共榮成長，且皆具有價值創造的關鍵活動，然而，許多生態圈因為擴展的疆界龐大，具有高度的市場重疊性及資源重疊性，以便提供更多服務滿足使用者的需求，這樣的基礎下，平台覆蓋變成了許多生態系擴張的慣用手段。瀏覽器市場中目前以Google Chrome獨大，而其便是利用平台覆蓋策略進行擴張。本研究的目的在於探討平台生態圈擴展邏輯，並以平台覆蓋攻擊的角度分析在瀏覽器市場企業要如何透過覆蓋攻擊擊敗市場上其他的同類型產品，針對其盤點價格綑綁的策略及所具有的優勢，並反思Chrome對於Firefox的覆蓋其企業存在何先天優勢以及企業資源，進而提出兩個研究問題: 1.在瀏覽器市場下企業是如何透過綑綁機制及平台覆蓋策略，擊敗原先具有市場優勢的競爭者?2.企業需要何種資源以進行平台覆蓋策略?本文以質性研究法中的個案分析法進行回顧，採次級資料分析，利用平台商業模式文獻提出的理論探討Google Chrome的成長基礎，觀察其成長過程中所創造出的優勢，爾後藉由平台覆蓋理論觀察Google Chrome如何侵蝕其他瀏覽器市場，最後根據平台革命以及案例分析對於遭受覆蓋攻擊的企業提出建議及看法。本研究於分析過後提出研究發現兩點:1. 瀏覽器市場下的平台覆蓋，攻擊企業以原先市場之使用者痛點切入，並利用網路外部性及市場重疊性進行用戶黏著度的提升，最後合併企業生態圈進行綑綁策略，形成平台覆蓋的正向循環。2. :企業欲進行平台覆蓋攻擊需有原先的基礎事業，作為主要利潤來源，並且根據核心價值作為覆蓋攻擊的策略布局，透過生態圈形成綜效，並且隨時觀察市場的變化，以即時因應調整。
Successful ecosystem can simultaneously use structure of ecosystem, diversification of product, user-oriented strategy growth and protection to help participants in the system grow. All of them are key activities with value creation. However, many ecosystems are in great extent of market commonality and resource overlapping due to substantial scale, they could provide more services to meet users’ demand. Platform envelopment becomes many ecosystems’ customary way for broadening. Google chrome is dominant in the browser market now and it is an example to make use of platform envelopment to broaden its scale.This research is aim at exploring the logic of platform ecosphere’s broadening, and analyzing how do corporation in the browser market win over other same type of brands by using envelopment attack. Focusing on the strategy of platform envelopment and its advantage, and introspect what kind of advantages does it have when it comes to Chrome’s cover on Firefox. Here states two questions: 1. How do corporations win over other competitors with market advantage by using bundling and platform envelopment strategy under the browser market. 2. What kind of resource could corporations use to conduct platform envelopment strategy.This paper recalls by using case study of qualitative research by using second hand resources. It uses literature of platform business model to explore the foundation of Google Chrome’s growth. Secondly, it views the advantage it creates during growing process. Thirdly, it observes how does Google Chrome invade the market of other brands by using platform envelopment. At last, according to case study and platform revolution, it states suggestions and point of view toward the corporations under attack. After analyzing, we can see that: 1. Platform envelopment under the browser market. Attack corporations to enter the original market users’ pain points, and use network effect and market commonality to improve the degree of user stickiness. Finally, combine the corporations’ ecosystem for bundling strategy, forming a positive cycle of platform envelopment. 2. A corporation that intends to carry out platform envelopment attack needs to have the original basic corporation as the main profit source, and use the core value as the strategic layout of envelopment attack to form synergy through the ecosystem, and observe the changes of the market at any time for immediate adjustment.參考文獻 Adner, R. (2017). Ecosystem as structure: An actionable construct for strategy. Journal of management, 43(1), 39-58.Anderson， P. L.， McLellan， R. D.， Overton， J. P.， & Wolfram， G. L. (1997). Price elasticity of demand. McKinac Center for Public Policy. Accessed October， 13， 2010.Arthur WB. 1989. Competing technologies, increasing returns, and lock-in by historical events. 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國立政治大學
科技管理與智慧財產研究所
107364124資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107364124 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.author (Authors) 張家甄 zh_TW dc.contributor.author (Authors) Chang, Chia-Chen en_US dc.creator (作者) 張家甄 zh_TW dc.creator (作者) Chang, Chia-Chen en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 18:37:02 (UTC+8) - dc.date.available 3-Aug-2020 18:37:02 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 18:37:02 (UTC+8) - dc.identifier (Other Identifiers) G0107364124 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131321 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 107364124 zh_TW dc.description.abstract (摘要) 成功的生態系能夠同時利用生態系的緊密結構、多角化產品範疇、用戶導向的策略成長及保護機制讓系統內的參與者能夠共榮成長，且皆具有價值創造的關鍵活動，然而，許多生態圈因為擴展的疆界龐大，具有高度的市場重疊性及資源重疊性，以便提供更多服務滿足使用者的需求，這樣的基礎下，平台覆蓋變成了許多生態系擴張的慣用手段。瀏覽器市場中目前以Google Chrome獨大，而其便是利用平台覆蓋策略進行擴張。本研究的目的在於探討平台生態圈擴展邏輯，並以平台覆蓋攻擊的角度分析在瀏覽器市場企業要如何透過覆蓋攻擊擊敗市場上其他的同類型產品，針對其盤點價格綑綁的策略及所具有的優勢，並反思Chrome對於Firefox的覆蓋其企業存在何先天優勢以及企業資源，進而提出兩個研究問題: 1.在瀏覽器市場下企業是如何透過綑綁機制及平台覆蓋策略，擊敗原先具有市場優勢的競爭者?2.企業需要何種資源以進行平台覆蓋策略?本文以質性研究法中的個案分析法進行回顧，採次級資料分析，利用平台商業模式文獻提出的理論探討Google Chrome的成長基礎，觀察其成長過程中所創造出的優勢，爾後藉由平台覆蓋理論觀察Google Chrome如何侵蝕其他瀏覽器市場，最後根據平台革命以及案例分析對於遭受覆蓋攻擊的企業提出建議及看法。本研究於分析過後提出研究發現兩點:1. 瀏覽器市場下的平台覆蓋，攻擊企業以原先市場之使用者痛點切入，並利用網路外部性及市場重疊性進行用戶黏著度的提升，最後合併企業生態圈進行綑綁策略，形成平台覆蓋的正向循環。2. :企業欲進行平台覆蓋攻擊需有原先的基礎事業，作為主要利潤來源，並且根據核心價值作為覆蓋攻擊的策略布局，透過生態圈形成綜效，並且隨時觀察市場的變化，以即時因應調整。 zh_TW dc.description.abstract (摘要) Successful ecosystem can simultaneously use structure of ecosystem, diversification of product, user-oriented strategy growth and protection to help participants in the system grow. All of them are key activities with value creation. However, many ecosystems are in great extent of market commonality and resource overlapping due to substantial scale, they could provide more services to meet users’ demand. Platform envelopment becomes many ecosystems’ customary way for broadening. Google chrome is dominant in the browser market now and it is an example to make use of platform envelopment to broaden its scale.This research is aim at exploring the logic of platform ecosphere’s broadening, and analyzing how do corporation in the browser market win over other same type of brands by using envelopment attack. Focusing on the strategy of platform envelopment and its advantage, and introspect what kind of advantages does it have when it comes to Chrome’s cover on Firefox. Here states two questions: 1. How do corporations win over other competitors with market advantage by using bundling and platform envelopment strategy under the browser market. 2. What kind of resource could corporations use to conduct platform envelopment strategy.This paper recalls by using case study of qualitative research by using second hand resources. It uses literature of platform business model to explore the foundation of Google Chrome’s growth. Secondly, it views the advantage it creates during growing process. Thirdly, it observes how does Google Chrome invade the market of other brands by using platform envelopment. At last, according to case study and platform revolution, it states suggestions and point of view toward the corporations under attack. After analyzing, we can see that: 1. Platform envelopment under the browser market. Attack corporations to enter the original market users’ pain points, and use network effect and market commonality to improve the degree of user stickiness. Finally, combine the corporations’ ecosystem for bundling strategy, forming a positive cycle of platform envelopment. 2. A corporation that intends to carry out platform envelopment attack needs to have the original basic corporation as the main profit source, and use the core value as the strategic layout of envelopment attack to form synergy through the ecosystem, and observe the changes of the market at any time for immediate adjustment. en_US dc.description.tableofcontents 致謝 I摘要 IIIAbstract V目錄 VII表次 IX圖次 X第一章、緒論 1第一節、研究背景與動機 1第二節、研究目的及方法與問題 3第三節、研究架構及流程 4第二章、文獻回顧 6第一節、平台商業模式 6第二節、平台的成長策略 10第三節、平台生態圈 21第四節、平台競爭策略 24第三章、研究方法 37第一節、研究流程 37第二節、研究對象 38第三節、研究方法 41第四節、資料蒐集 44第四章、個案介紹 46第一節、瀏覽器介紹 46第二節、Google企業介紹 51第三節、Chrome瀏覽器介紹 64第四節、Mozilla基金會介紹 68第五節、Firefox瀏覽器介紹 69第五章、個案分析 73第一節、Google推出Chrome的出發點 73第二節、Chrome vs Firefox基本比較 74第三節、Google 與 Chrome結合的優勢 82第四節、Google的品牌價值 88第五節、Android的推出 90第六節、使用者習慣 91第七節、Chrome能夠成功平台覆蓋之主因-生態系的建立 93第八節、Google的企業優勢 99第九節、Firefox 所專注的瀏覽器生意 106第十節、兩者企業利潤基礎 108第十一節、本章小結 111第六章、結論及限制 112第一節、研究發現及結論 112第二節、研究貢獻 114第三節、研究限制 115第四節、研究建議 116參考文獻 117 zh_TW dc.format.extent 2746305 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107364124 en_US dc.subject (關鍵詞) 瀏覽器 zh_TW dc.subject (關鍵詞) 平台擴張策略 zh_TW dc.subject (關鍵詞) 平台覆蓋 zh_TW dc.subject (關鍵詞) 平台競爭 zh_TW dc.subject (關鍵詞) 平台企業優勢 zh_TW dc.subject (關鍵詞) Browser en_US dc.subject (關鍵詞) Platform Expansion en_US dc.subject (關鍵詞) Platform Envelopment en_US dc.subject (關鍵詞) Platform Competition en_US dc.subject (關鍵詞) Platform enterprise advantage en_US dc.title (題名) 平台覆蓋策略之個案研究-以瀏覽器市場為例 zh_TW dc.title (題名) A Case Study on the Platform Envelopment Strategy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Adner, R. 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