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題名 物聯網生態系互補者管理之個案分析
A Case Study on the Complementor Management of IoT Ecosystem作者 陳冠衡
Chen, Kuan-Heng貢獻者 邱奕嘉
Chiu, YiI-Chia
陳冠衡
Chen, Kuan-Heng關鍵詞 物聯網
物聯網生態系
生態系互補者
生態系互補者管理
Internet of Things (IoT)
IoT Ecosystem
Ecosystem Complementor
Ecosystem Complementor Management日期 2021 上傳時間 10-Feb-2022 13:23:03 (UTC+8) 摘要 近年來，物聯網如火如荼的發展帶動經濟的蓬勃，更讓以硬體導向為主的傳統產業紛紛將軟體思維納入營運範疇，並更加倚重數位化的經營。而也因為物聯網涵蓋的軟體、硬體、協作廠商無數，許多大企業便開始向外尋求合作夥伴，欲組成聯盟相互合作，透過資源共享的模式發展生態系。然而在知名企業波士論管理諮詢的研究報告中，指出多數平台管理者在創立生態系的初期，皆遭遇經營貧頸而失敗退出，再仔細探討後，發現原因多在於不適當的管理決策，進而導致互補者不願意投入生態系，或者在加入生態系後未獲得理想的利潤基礎而選擇退出。因此，本研究依循多位學者之研究基礎，以多個案探討的形式，來檢視個案公司Amazon與Alibaba的經營模式，探討平台管理者如何「吸引」與「創造」新的互補者，並且「管理」互補者的關係，藉此為國內廠商提供參考方向。最終提出兩大研究結論：一、物聯網生態系採取開放模式，創造互補者社群，以吸引、創造新的互補者。二、利用審核機制與分級制度維持互補者的質量，並且與互補者建立有形與無形的轉換成本，進而形成互補者的退出障礙，最後善用自身業務的優勢為互補者創造金錢以外的誘因，以管理互補者的關係。
Over the past few years, rapid development of The Internet of Things (IoT) has driven the economy growth and has motivated the manufacturing industry to invest in a large scale of related technology. In addition, since IoT covers countless collaboration vendors, many large companies have begun to combine cross-industry partners to work together on their own alliance so that they can establish an ecosystem through recourse sharing. However, according to the research proposed by the Boston Consulting Group (BCG), most platform owners have failed in the birth phase of ecosystem. Precisely, speaking the reasons of failures are all derived from bad strategies which make the complementors reluctant to participate in the ecosystem.Therefore, based on the research foundation of previous studies, this study adopts a case study method to examine the business model which related with complementors management in Amazon and Alibaba in order to discuss how the ecosystem attracts and maintains the relationship with complementors. At the end, this research draws two major conclusions:1. The IoT ecosystem adopted a highly-opened form and created community to attract new complementors to join. 2. The platform owner in IoT ecosystem used audit mechanism and grading system to ensure the quality of complementors. Also, through switching cost, complementors would have a solid relationship with the ecosystem. Finally, it is noted that the platform owner could make good use of their main business strengths to create incentives besides money for complementors in order to manage the relationship.參考文獻 一、中文文獻丁祎，2020。巨头企业物联网业务布局研究。中國：EO intelligence。朱訓麟，2016。電子商務: 新商業革命。台北：前程文化事業股份有限公司。吳元熙、陳建鈞、高敬原、王郁倫、程倚華、陳映璇，2021/5。打造企業未來5年最重要競爭優勢：生態系大戰略，數位時代。李芳齡譯，Geoffrey G. Paker, Marshall W. Van Alstyne, Sangeet Paul Choudary著，2016。平台經濟模式：從啟動、獲利到成長的全方位攻略。台北：天下雜誌股份有限公司。周海濤、李永賢&張蘅譯，Robert K. Yin 著，2009。個案研究－設計與方法。台北：五南圖書出版股份有限公司。周碩彥，2015。「物聯網發展趨勢展示內容」研究報告。台北：國立臺灣科技大學。林妍溱，2015。Amazon釋出Alexa數位語音助理技術，1億美元基金向開發者招手。iThome。https://www.ithome.com.tw/news/97019。林妍溱，2017。Amazon免費釋出Alexa語音服務硬體開發套件。iThome。https://www.ithome.com.tw/news/116321。邱志聖，2020。策略行銷分析：架構與實務應用。台北：元照出版有限公司。高宇洋&汪敏，2021。物联网产业链全梳理。中國：西南證券。高敬原，2018。幫你追蹤冰箱食物狀況，亞馬遜一鍵購買鈕開放串聯IoT裝置。數位時代。https://www.bnext.com.tw/article/47777/amazon-virtual-dash-buttons-sdk。崔聖如，2016年。亞馬遜佈局物聯網之策略分析。台北：工研院IEK。許士軍，1996。定性研究在管理研究上的重要性。中原學報 ，第24卷第二期： 1-3。陳冠榮，2021。AWS 頒佈 2021 年合作夥伴獎項，肯定台灣企業協助客戶數位轉型。TechNews。https://technews.tw/2021/08/16/aws-partner-network-in-taiwan/。陳威如&王詩一，2016。決勝平台時代：第一本平台化轉型實戰攻略。台北：城邦商業周刊。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。台北：商周出版。陸向陽，2019。Amazon物聯網硬體認證（DQP）成效觀察。MakerPro。https://makerpro.cc/2019/08/amazon-device-qualification-program/。傅珮晴、蕭閔云，2021。除了Amazon Go，還有髮廊、生鮮超市？亞馬遜的「實體店實驗」持續進行中。數位時代。https://www.bnext.com.tw/article/64953/amazon-go-salon-market-so-on。劉慧蘭，2018。破除低功耗廣域網路LoRaWAN的迷思。DIGITIMES。https://www.digitimes.com.tw/iot/article.asp?cat=158&id=0000524488_x1e3mo7m9w6vjr7zhpd76。盧冠芸，2019。亞馬遜物流自動化布局解析。MIC情報產業研究所。https://mic.iii.org.tw/industry.aspx?id=373&list=35。戴瑞芬，2021。阿里雲 加速數字亞洲基建。聯合新聞網。https://udn.com/news/story/7333/5519248。蘇宇暉、羅凱揚，2019。質化研究與量化研究的差異。行銷資料科學。https://medium.com/marketingdatascience/%E8%B3%AA%E5%8C%96%E7%A0%94%E7%A9%B6%E8%88%87%E9%87%8F%E5%8C%96%E7%A0%94%E7%A9%B6%E7%9A%84%E5%B7%AE%E7%95%B0-84fd5b0ba4a8。蘇芳儀&周碩彥，2019。I的萬物論：迎接物聯網的時代。台北：科學發展。二、外文文獻Alibaba Annual Report，https://www.alibabagroup.com/en/ir/reports。Alibaba Cloud Website，https://www.alibabacloud.com/tc/product。Amazon Annual Report，https://ir.aboutamazon.com/annual-reports-proxies-and-shareholder-letters/default.aspx。Armstrong, M. and Wright. J. 2007. Two-sided markets, competitive bottlenecks and exclusive contracts Economic Theory, 32(2): 353-380AWS Global Website，https://aws.amazon.com/tw/?nc2=h_lg。Binken, J. L. G. and Stremersch, S. 2008. The Effect of Superstar Software on Hardware Sales in System Markets Journal of Marketing. 73(2)Cenamor, J. 2020. Complementor competitive advantage: A framework for strategic decisions Journal of Business Research, 122(2021) 335-343.Evans, D. S. and Schmalensee, R. 2010. Failure to Launch: Critical Mass in Platform Businesses Review of Network Economics, 9: Iss. 4, Articl.Furr, N and Shipilov, A. 2018. Building the right ecosystem for innovation. MIT Sloan Management Review.Iansiti, M. and Lakhani, K. R. 2017. Managing Our Hub Economy. Harvard Business Review.IoT analytics，2019。The 25 best IoT Platforms 2019 – based on customer reviews。https://iot-analytics.com/the-25-best-iot-platforms-2019/。Jacobides M.G. 2019. In the Ecosystem Economy, What’s Your Strategy? Harvard Business Review.Jacobides M.G., Cennamo, C. and Gawer. A. 2018. Towards a theory of ecosystems Strategic Management, 39(2018) 2255-2276.Kohler, T. and Chesbrough, H. 2019. From collaborative community to competitive market: the quest to build a crowdsourcing platform for social innovation R&D Management, 49(3) 356-368.Kretschmer, T., Leiponen, A. Schilling, M. and Vasudeva, G. 2021. Platform ecosystems as meta-organizations: Implications for platform strategies Strategic Management, 2021 1-20.Microsoft，2020。物联网信号（IoT Signals）。台北：微軟。Moore, J. F. 1993. Predators and Prey: A new Ecology of Competition. Harvard Business Review.O`Mahony, S and Karp, R. 2020. From proprietary to collective governance: How do platform participation strategies evolve? Strategic Management, 2020 1-33.Panico, C. and Cennamo, C. 2020. User preferences and strategic interactions in platform ecosystems Strategic Management, 2020 1-23.Phina Chen，2017。甩開微軟和Google，Amazon稱霸雲端服務3個關鍵因素。創新拿鐵。https://startuplatte.com/2017/01/05/3-reasons-why-amazon-aws-crush-google-and-microsoft-cloud-service/。Pidun, U., Reeves, M. and Knust, N. 2021. How Do You Manage a Business Ecosystem? Boston Consulting Group.Pidun, U., Reeves, M. and Schüssler, M. 2019. Do You Need a Business Ecosystem? Boston Consulting Group.Pidun, U., Reeves, M. and Schüssler, M. 2020. How Do You “Design” a Business Ecosystem? Boston Consulting Group.Pidun, U., Reeves, M. and Schüssler, M. 2020. Why Do Most Business Ecosystems Fail? Boston Consulting Group.Pidun, U., Reeves, M. and Wesselink, E. 2021. How Healthy is your business ecosystem? MIT Sloan Management Review.Reeves, M., Lotan, H., Legrand, J. and Jacobides M.G. 2019. How Business Ecosystems Rise (and Often Fall). MIT Sloan Management Review.Srinivasan, A. and Venkatraman, N. V. 2017. Entrepreneurship in digital platforms: A network-centric view Strategic Entrepreneurship Journal 12(1): 54-71Thomas, L. E. W, Autio, E. and Gann, D. M. 2014. Architectural Leverage: Putting Platforms in Context Academy of management perspectives, 28(2), 198-219.Wang, R. and Miller, C. 2017. Complementors` engagement in an ecosystem: A study of publishers` e‐book offerings on Amazon Kindle Strategic Management, 41(2020) 3-26.Zhu, F. and Liu, Q. 2018. Competing with Complementors: An Empirical Look at Amazon.com Strategic Management, 39(2018): 2618-2642 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363072資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363072 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, YiI-Chia en_US dc.contributor.author (Authors) 陳冠衡 zh_TW dc.contributor.author (Authors) Chen, Kuan-Heng en_US dc.creator (作者) 陳冠衡 zh_TW dc.creator (作者) Chen, Kuan-Heng en_US dc.date (日期) 2021 en_US dc.date.accessioned 10-Feb-2022 13:23:03 (UTC+8) - dc.date.available 10-Feb-2022 13:23:03 (UTC+8) - dc.date.issued (上傳時間) 10-Feb-2022 13:23:03 (UTC+8) - dc.identifier (Other Identifiers) G0108363072 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139007 - 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) 108363072 zh_TW dc.description.abstract (摘要) 近年來，物聯網如火如荼的發展帶動經濟的蓬勃，更讓以硬體導向為主的傳統產業紛紛將軟體思維納入營運範疇，並更加倚重數位化的經營。而也因為物聯網涵蓋的軟體、硬體、協作廠商無數，許多大企業便開始向外尋求合作夥伴，欲組成聯盟相互合作，透過資源共享的模式發展生態系。然而在知名企業波士論管理諮詢的研究報告中，指出多數平台管理者在創立生態系的初期，皆遭遇經營貧頸而失敗退出，再仔細探討後，發現原因多在於不適當的管理決策，進而導致互補者不願意投入生態系，或者在加入生態系後未獲得理想的利潤基礎而選擇退出。因此，本研究依循多位學者之研究基礎，以多個案探討的形式，來檢視個案公司Amazon與Alibaba的經營模式，探討平台管理者如何「吸引」與「創造」新的互補者，並且「管理」互補者的關係，藉此為國內廠商提供參考方向。最終提出兩大研究結論：一、物聯網生態系採取開放模式，創造互補者社群，以吸引、創造新的互補者。二、利用審核機制與分級制度維持互補者的質量，並且與互補者建立有形與無形的轉換成本，進而形成互補者的退出障礙，最後善用自身業務的優勢為互補者創造金錢以外的誘因，以管理互補者的關係。 zh_TW dc.description.abstract (摘要) Over the past few years, rapid development of The Internet of Things (IoT) has driven the economy growth and has motivated the manufacturing industry to invest in a large scale of related technology. In addition, since IoT covers countless collaboration vendors, many large companies have begun to combine cross-industry partners to work together on their own alliance so that they can establish an ecosystem through recourse sharing. However, according to the research proposed by the Boston Consulting Group (BCG), most platform owners have failed in the birth phase of ecosystem. Precisely, speaking the reasons of failures are all derived from bad strategies which make the complementors reluctant to participate in the ecosystem.Therefore, based on the research foundation of previous studies, this study adopts a case study method to examine the business model which related with complementors management in Amazon and Alibaba in order to discuss how the ecosystem attracts and maintains the relationship with complementors. At the end, this research draws two major conclusions:1. The IoT ecosystem adopted a highly-opened form and created community to attract new complementors to join. 2. The platform owner in IoT ecosystem used audit mechanism and grading system to ensure the quality of complementors. Also, through switching cost, complementors would have a solid relationship with the ecosystem. Finally, it is noted that the platform owner could make good use of their main business strengths to create incentives besides money for complementors in order to manage the relationship. en_US dc.description.tableofcontents 第1章、緒論 1第一節、研究背景與動機 1第二節、研究目的與問題 2第三節、研究流程 4第2章、文獻探討 5第一節、物聯網 5第二節、生態系 12第3章、研究方法 31第一節、研究方法 31第二節、研究架構 33第4章、個案分析 34第一節、個案公司介紹 34第二節、個案公司主要業務 39第三節、個案公司物聯網生態系 51第四節、個案公司管理策略分析 56第5章、結論與建議 65第一節、研究發現 65第二節、研究結論 67第三節、研究限制 69第四節、研究建議 70參考文獻 71 zh_TW dc.format.extent 2586291 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363072 en_US dc.subject (關鍵詞) 物聯網 zh_TW dc.subject (關鍵詞) 物聯網生態系 zh_TW dc.subject (關鍵詞) 生態系互補者 zh_TW dc.subject (關鍵詞) 生態系互補者管理 zh_TW dc.subject (關鍵詞) Internet of Things (IoT) en_US dc.subject (關鍵詞) IoT Ecosystem en_US dc.subject (關鍵詞) Ecosystem Complementor en_US dc.subject (關鍵詞) Ecosystem Complementor Management en_US dc.title (題名) 物聯網生態系互補者管理之個案分析 zh_TW dc.title (題名) A Case Study on the Complementor Management of IoT Ecosystem en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻丁祎，2020。巨头企业物联网业务布局研究。中國：EO intelligence。朱訓麟，2016。電子商務: 新商業革命。台北：前程文化事業股份有限公司。吳元熙、陳建鈞、高敬原、王郁倫、程倚華、陳映璇，2021/5。打造企業未來5年最重要競爭優勢：生態系大戰略，數位時代。李芳齡譯，Geoffrey G. Paker, Marshall W. Van Alstyne, Sangeet Paul Choudary著，2016。平台經濟模式：從啟動、獲利到成長的全方位攻略。台北：天下雜誌股份有限公司。周海濤、李永賢&張蘅譯，Robert K. 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