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題名 以多邊平台觀點探討線上軟體平台對外部開發者之守門機制: 以App Store和Android Market為例
Gatekeeping Stategy on online marketplaces from the multi-sided platforms perspective: a case study on App store and Android market
作者 顏瓊玉
Yan, Chung Yu
貢獻者 溫肇東
顏瓊玉
Yan, Chung Yu
關鍵詞 多邊平台
守門機制
外部開發者
Multi-Sided Platforms
Gatekeeping
External Developers
app
App Store
Android Market
日期 2011
上傳時間 30-Oct-2012 14:21:27 (UTC+8)
摘要 行動上網時代來臨，隨著連網技術成熟與裝置快速普及，微型應用程式（application，簡稱app）的應用應運而生，線上軟體平台產業快速成形，集廣大外部開發者之力共同創造價值與利潤。

激烈的平台競爭與初步的產業發展成果突顯出，面向多方參與者的平台對外部開發者守門的重要性，平台經營者如何在敞開大門的同時又能取得好的創意，背後應該有可供解釋的理由與作為。因此，本研究結合過去研究未有交集的多邊平台與守門理論兩觀點，期盼藉由研究成果回答三點研究問題：（1）線上軟體平台如何對外部開發者進行守門？（2）線上軟體平台之守門機制隨平台發展歷程有何變化？（3）線上軟體平台之守門機制對平台之經營績效有何影響？

本研究所得到的初步結論：（1）線上軟體平台在開放與透過一系列「規範中有服務」的措施組成對外部開發者的守門機制，分為「價值獲取型」守門機制與「價值創造型」守門機制兩類。（2）線上軟體平台守門機制在「導入期」與「成長期」是處於「開放中有封閉，封閉中有開放」的狀態，價值獲取型守門機制從導入期至成長期是封閉趨向開放，價值創造型守門機制從導入期至成長期是開放趨向封閉。（3）線上軟體平台非獲利中心，而是生態系統的一控制點。
Internet infrastructure and technology have advanced, we have now entered the Mobile Internet Device era. Online marketplaces form and applications sprout, stimulating an ecosystem worthy enough for external developers to dive in, grabbing the value in this co-creating process.
However, managing the online marketplace is difficult. Developing a place to encourage participation for external developers as well as to gate keeping the platform quality is not an easy task. Up to this day, we can observe different online marketplaces develop different approaches. This research combines the prospective from multi-sided platforms theory and gatekeeping theory in view to answer three questions: (1) What is the gatekeeping strategy for online marketplaces? (2) As online marketplaces develop, how does the gatekeeping process change? (3) What influence does gatekeeping strategy has on online marketplaces performance?
This study has found: (1) Two different strategies multi-sided platforms use for gatekeeping forming regulation and services for external developers are “Value Proposition” and “Value Creation”. (2) From the “early stage” to the “developing stage” of multi-sided platforms, this research discovers two different movements on gatekeeping: “From Opened to Restricting” and “From Restricting to Opened”. “Value Proposition” strategy leans toward “From Restricting to Opened” state, while “Value Creation” strategy leans toward “From Opened to Restricting” state.(3) Multi-sided platform is not a place to generate interests, but a place to manage the ecosystem.
參考文獻 一、英文文獻

• 論文期刊

Andrei Hagiu (2006) “Two-Sided Platforms: Pricing, Product Variety and Social Efficiendy.” Harvard Business School.

Andrei Hagiu (2006) “Optimal Platform Pricing in Two-Sided Markets.” RAND Journal of Economics.

Andrei Hagiu (2007) ”Merchant or Two-Sided Platform?” Review of Network Economics, Vol.6(2), June 2007.

Andrei Hagiu (2008) ”Two-Sided Platforms: Variety and Pricing Structures,” mimeo Harvard Business School.

Boudreau K. (2008) ”Opening the Platform vs. Opening the Complementary good? The Effect on Product Innovation in Handheld Computing,” HBS Working Paper.

Faye Mallett (2006) “Multi-Sided Markets: More Platforms For Business,” Galt Global Review, April 17, 2006.

Farrell J. and Katz M. L. (2000) “Innovation, Rent Extraction, and Integration in Systems Markets,” Journal of Industrial Economics 48(4):413-432.

Gawer A. and Henderson R. (2007) “Platform Owner Entry and Innovation in Complementary Markets: Evidence from Intel,” Journal of Economics & Management Strategy, Vol. 16, No. 1, pp.1-34, Spring.

Gawer, A, and Cusumano M.A.(2002) Platform Leadership: How Intel, Microsoft, and Cisco Drive Industry Innovation, Harvard Business School Press, Boston.

Gawer, Annabelle, Michael A. Cusumano(2008), “How Companies Become Platform Leaders”, MIT Sloan Management Review, 49(2),pp.28-35.

Hsiang, W. H., Chen, T.W., Chen, Y.W., Wu, S.H., Wen, C.T., (2006). Gatekeeping Innovation : An Interactive Model. Academy of Management Conference, Atalanta, USA.

Iansiti M. and Levien R. (2004) The Keystone Advantage: What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability, Harvard Business School Press 2004.

Jean-Charles Rochet and Jean Tirole, (2003), “Platform Competition in Two-Sided Markets,” Journal of European Economic Association.

Katz M. and Shapiro C. (1994)”System Competition and Network Effects,” Journal of Economic Perspectives, vol. 8. No 2, pp. 93-115.

Kevin J. Boudreau and Andrei Hagiu (2008) “Platform Rules: Mutil-Sided Platforms as Regulators” MIT Working Paper.

Parker G. and Van Alstyne M. W. (2005) “Innovation, Openness and Platform Control,” mimeo Tulane University and MIT.

Prencipe A., Davies A. and Hobday M. (2003) The Business of System Integration, Oxford University Press.

Rochet, J.-C., and J. Tirole (2004) “Two-Sided Markets: An Overview,” IDEI working paper 2004.

Spapiro C. and Varian H. (1998) “Information Rules,” Harvard Business School Press, 1998.

West J. (2003) “How Open is Open Enough? Melding Proprietary and Open Source Platform Strategies,” Research Policy 32(7), 1259-1285

• 專書

Chesbrough, Henry(2007) ”Open business models: How to thrive in the new innovation landscapes”,

Csikszentmihalyi, M. (1996). “Creativity: Flow and the Psychology of Discovery and Invention.” New York: Harper Colins.

David S. Evans and Richard Schmalensee. 2004. Paying with Plastic: The Digital Revolution in Buying and Borrowing, MIT Press, Boston.

Evans D., Hagiu, A, Schmalensee, R. 2006. Invisible Engines: How Software Platforms Drive Innovation and Transform Industries, MIT Press, Boston.

Evans D., Schmalensee, R. 2007. The Catalyst Code: The Strategies Behind the World’s Most Dynamic Companies. Harvard Business School Press, Boston.

Yin, R. K. (1994). Case Study Research: Design and Methods: Sage Pubns.

• 研究調查機構

Morgan Stanley Research http://www.morganstanley.com/institutional/research/

In-Stat，http://www.instat.com/index.asp

VisionMobile，http://www.visionmobile.com/

Flurry，http://www.flurry.com/

Distimo，http://report.distimo.com/

Research2guidance，http://www.research2guidance.com/

PiperJaffray，http://www.piperjaffray.com/

148Apps.biz，http://148apps.biz/

Garner Inc.，http://www.gartner.com/technology/home.jsp

HIS Screen Digest，http://www.screendigest.com/

二、中文文獻

• 論文期刊

許俊傑（2007），以Multisided Platform觀點分析PayPal事業經營模式，台灣大學商學研究所碩士論文。

林玉堂（2009） ，多邊企業經營模式之建構：i-mode個案探討，政治大學企業管理研究所碩士論文。

韓燕甯（2008），從開放式創新觀點探討NTT DoCoMo平台行經營模式，政治大學企業管理研究所碩士論文。

林嘉源（2007），展覽的產業守門機制研究—以COMDEX Fall、CeBIT、COMPUTEX Taipei世界三大電腦展為例，國立政治大學科技管理研究所碩士論文。

王美雅（2005)，概念型創新的動態擴散過程—複雜理論觀點，政治大學科技管理研究所博士論文。

溫肇東、羅育如、陳意文（2007），守門活動的價值創造機制之研究：以實境競賽節目為例，中華民國科技管理學會年會暨論文研討會。

吳信憲（2010），台灣兩項設計競賽成效之研究—以守門機制觀點，政治大學科技管理研究所論文。

• 專書

王怡棻譯（2010），Venkat Ramaswamy, Francis Gouillart著，共同創造有多厲害，商周出版

羅耀宗（2004），Google：Google成功的七堂課，梅霖文化

李芳齡譯（2007），David S. Evans and Richard Schmalensee，企業觸媒策略：觸媒型企業多邊平台的制勝法則，天下雜誌

江明玉譯（2007），村上隆著，創業藝術論，商周文化事業股份有限公司。

• 報章雜誌
李仁芳，2010，內容服務才是硬道理，今周刊705期。

吳思華，2003，從製造台灣走向知識台灣：創意、創新與創業是知識經濟時代的新力量。

數位時代，2010.10
描述 碩士
國立政治大學
科技管理研究所
98359003
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098359003
資料類型 thesis
dc.contributor.advisor 溫肇東zh_TW
dc.contributor.author (Authors) 顏瓊玉zh_TW
dc.contributor.author (Authors) Yan, Chung Yuen_US
dc.creator (作者) 顏瓊玉zh_TW
dc.creator (作者) Yan, Chung Yuen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 14:21:27 (UTC+8)-
dc.date.available 30-Oct-2012 14:21:27 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 14:21:27 (UTC+8)-
dc.identifier (Other Identifiers) G0098359003en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54913-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理研究所zh_TW
dc.description (描述) 98359003zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 行動上網時代來臨，隨著連網技術成熟與裝置快速普及，微型應用程式（application，簡稱app）的應用應運而生，線上軟體平台產業快速成形，集廣大外部開發者之力共同創造價值與利潤。

激烈的平台競爭與初步的產業發展成果突顯出，面向多方參與者的平台對外部開發者守門的重要性，平台經營者如何在敞開大門的同時又能取得好的創意，背後應該有可供解釋的理由與作為。因此，本研究結合過去研究未有交集的多邊平台與守門理論兩觀點，期盼藉由研究成果回答三點研究問題：（1）線上軟體平台如何對外部開發者進行守門？（2）線上軟體平台之守門機制隨平台發展歷程有何變化？（3）線上軟體平台之守門機制對平台之經營績效有何影響？

本研究所得到的初步結論：（1）線上軟體平台在開放與透過一系列「規範中有服務」的措施組成對外部開發者的守門機制，分為「價值獲取型」守門機制與「價值創造型」守門機制兩類。（2）線上軟體平台守門機制在「導入期」與「成長期」是處於「開放中有封閉，封閉中有開放」的狀態，價值獲取型守門機制從導入期至成長期是封閉趨向開放，價值創造型守門機制從導入期至成長期是開放趨向封閉。（3）線上軟體平台非獲利中心，而是生態系統的一控制點。		zh_TW
dc.description.abstract (摘要) Internet infrastructure and technology have advanced, we have now entered the Mobile Internet Device era. Online marketplaces form and applications sprout, stimulating an ecosystem worthy enough for external developers to dive in, grabbing the value in this co-creating process.
However, managing the online marketplace is difficult. Developing a place to encourage participation for external developers as well as to gate keeping the platform quality is not an easy task. Up to this day, we can observe different online marketplaces develop different approaches. This research combines the prospective from multi-sided platforms theory and gatekeeping theory in view to answer three questions: (1) What is the gatekeeping strategy for online marketplaces? (2) As online marketplaces develop, how does the gatekeeping process change? (3) What influence does gatekeeping strategy has on online marketplaces performance?
This study has found: (1) Two different strategies multi-sided platforms use for gatekeeping forming regulation and services for external developers are “Value Proposition” and “Value Creation”. (2) From the “early stage” to the “developing stage” of multi-sided platforms, this research discovers two different movements on gatekeeping: “From Opened to Restricting” and “From Restricting to Opened”. “Value Proposition” strategy leans toward “From Restricting to Opened” state, while “Value Creation” strategy leans toward “From Opened to Restricting” state.(3) Multi-sided platform is not a place to generate interests, but a place to manage the ecosystem.		en_US
dc.description.tableofcontents 目錄
摘要 2
圖目錄 6
表目錄 7
第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的與研究問題 10
第三節 研究流程 11

第二章 文獻探討 13
第一節 多邊平台 13
第二節 守門理論 19
第三節 小結 22

第三章 研究方法 23
第一節 研究架構 23
第二節 研究變項 24
第三節 研究設計 26
第四節 研究限制 30

第四章 個案研究 31
第一節 app平台產業紹 31
第二節 個案一：AppStore 39
App Store歷史沿革與現況 39
App Store個案分析 42
第三節 個案二：
Android Market 67
Android Market歷史沿革與現況 67
Android Market個案分析 70

第五章 個案比較分析與研究發現 84
第一節 個案比較分析 84
第二節 研究發現 96

第六章 結論與建議 105
第一節 研究結論 105
第二節 研究建議 107

參考資料 109		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098359003en_US
dc.subject (關鍵詞) 多邊平台zh_TW
dc.subject (關鍵詞) 守門機制zh_TW
dc.subject (關鍵詞) 外部開發者zh_TW
dc.subject (關鍵詞) Multi-Sided Platformsen_US
dc.subject (關鍵詞) Gatekeepingen_US
dc.subject (關鍵詞) External Developersen_US
dc.subject (關鍵詞) appen_US
dc.subject (關鍵詞) App Storeen_US
dc.subject (關鍵詞) Android Marketen_US
dc.title (題名) 以多邊平台觀點探討線上軟體平台對外部開發者之守門機制: 以App Store和Android Market為例zh_TW
dc.title (題名) Gatekeeping Stategy on online marketplaces from the multi-sided platforms perspective: a case study on App store and Android marketen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、英文文獻

• 論文期刊

Andrei Hagiu (2006) “Two-Sided Platforms: Pricing, Product Variety and Social Efficiendy.” Harvard Business School.

Andrei Hagiu (2006) “Optimal Platform Pricing in Two-Sided Markets.” RAND Journal of Economics.

Andrei Hagiu (2007) ”Merchant or Two-Sided Platform?” Review of Network Economics, Vol.6(2), June 2007.

Andrei Hagiu (2008) ”Two-Sided Platforms: Variety and Pricing Structures,” mimeo Harvard Business School.

Boudreau K. (2008) ”Opening the Platform vs. Opening the Complementary good? The Effect on Product Innovation in Handheld Computing,” HBS Working Paper.

Faye Mallett (2006) “Multi-Sided Markets: More Platforms For Business,” Galt Global Review, April 17, 2006.

Farrell J. and Katz M. L. (2000) “Innovation, Rent Extraction, and Integration in Systems Markets,” Journal of Industrial Economics 48(4):413-432.

Gawer A. and Henderson R. (2007) “Platform Owner Entry and Innovation in Complementary Markets: Evidence from Intel,” Journal of Economics & Management Strategy, Vol. 16, No. 1, pp.1-34, Spring.

Gawer, A, and Cusumano M.A.(2002) Platform Leadership: How Intel, Microsoft, and Cisco Drive Industry Innovation, Harvard Business School Press, Boston.

Gawer, Annabelle, Michael A. Cusumano(2008), “How Companies Become Platform Leaders”, MIT Sloan Management Review, 49(2),pp.28-35.

Hsiang, W. H., Chen, T.W., Chen, Y.W., Wu, S.H., Wen, C.T., (2006). Gatekeeping Innovation : An Interactive Model. Academy of Management Conference, Atalanta, USA.

Iansiti M. and Levien R. (2004) The Keystone Advantage: What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability, Harvard Business School Press 2004.

Jean-Charles Rochet and Jean Tirole, (2003), “Platform Competition in Two-Sided Markets,” Journal of European Economic Association.

Katz M. and Shapiro C. (1994)”System Competition and Network Effects,” Journal of Economic Perspectives, vol. 8. No 2, pp. 93-115.

Kevin J. Boudreau and Andrei Hagiu (2008) “Platform Rules: Mutil-Sided Platforms as Regulators” MIT Working Paper.

Parker G. and Van Alstyne M. W. (2005) “Innovation, Openness and Platform Control,” mimeo Tulane University and MIT.

Prencipe A., Davies A. and Hobday M. (2003) The Business of System Integration, Oxford University Press.

Rochet, J.-C., and J. Tirole (2004) “Two-Sided Markets: An Overview,” IDEI working paper 2004.

Spapiro C. and Varian H. (1998) “Information Rules,” Harvard Business School Press, 1998.

West J. (2003) “How Open is Open Enough? Melding Proprietary and Open Source Platform Strategies,” Research Policy 32(7), 1259-1285

• 專書

Chesbrough, Henry(2007) ”Open business models: How to thrive in the new innovation landscapes”,

Csikszentmihalyi, M. (1996). “Creativity: Flow and the Psychology of Discovery and Invention.” New York: Harper Colins.

David S. Evans and Richard Schmalensee. 2004. Paying with Plastic: The Digital Revolution in Buying and Borrowing, MIT Press, Boston.

Evans D., Hagiu, A, Schmalensee, R. 2006. Invisible Engines: How Software Platforms Drive Innovation and Transform Industries, MIT Press, Boston.

Evans D., Schmalensee, R. 2007. The Catalyst Code: The Strategies Behind the World’s Most Dynamic Companies. Harvard Business School Press, Boston.

Yin, R. K. (1994). Case Study Research: Design and Methods: Sage Pubns.

• 研究調查機構

Morgan Stanley Research http://www.morganstanley.com/institutional/research/

In-Stat，http://www.instat.com/index.asp

VisionMobile，http://www.visionmobile.com/

Flurry，http://www.flurry.com/

Distimo，http://report.distimo.com/

Research2guidance，http://www.research2guidance.com/

PiperJaffray，http://www.piperjaffray.com/

148Apps.biz，http://148apps.biz/

Garner Inc.，http://www.gartner.com/technology/home.jsp

HIS Screen Digest，http://www.screendigest.com/

二、中文文獻

• 論文期刊

許俊傑（2007），以Multisided Platform觀點分析PayPal事業經營模式，台灣大學商學研究所碩士論文。

林玉堂（2009） ，多邊企業經營模式之建構：i-mode個案探討，政治大學企業管理研究所碩士論文。

韓燕甯（2008），從開放式創新觀點探討NTT DoCoMo平台行經營模式，政治大學企業管理研究所碩士論文。

林嘉源（2007），展覽的產業守門機制研究—以COMDEX Fall、CeBIT、COMPUTEX Taipei世界三大電腦展為例，國立政治大學科技管理研究所碩士論文。

王美雅（2005)，概念型創新的動態擴散過程—複雜理論觀點，政治大學科技管理研究所博士論文。

溫肇東、羅育如、陳意文（2007），守門活動的價值創造機制之研究：以實境競賽節目為例，中華民國科技管理學會年會暨論文研討會。

吳信憲（2010），台灣兩項設計競賽成效之研究—以守門機制觀點，政治大學科技管理研究所論文。

• 專書

王怡棻譯（2010），Venkat Ramaswamy, Francis Gouillart著，共同創造有多厲害，商周出版

羅耀宗（2004），Google：Google成功的七堂課，梅霖文化

李芳齡譯（2007），David S. Evans and Richard Schmalensee，企業觸媒策略：觸媒型企業多邊平台的制勝法則，天下雜誌

江明玉譯（2007），村上隆著，創業藝術論，商周文化事業股份有限公司。

• 報章雜誌
李仁芳，2010，內容服務才是硬道理，今周刊705期。

吳思華，2003，從製造台灣走向知識台灣：創意、創新與創業是知識經濟時代的新力量。

數位時代，2010.10		zh_TW