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題名 智慧型手機應用程式之商業模式分析
A study on the business model for smartphone applications
作者 鍾采霏
貢獻者 尚孝純
鍾采霏
關鍵詞 智慧型手機
應用程式
商業模式
Smartphone
App
Business Model
日期 2012
上傳時間 1-Mar-2013 09:25:14 (UTC+8)
摘要 　　智慧型手機的普及造就了應用程式（App）產業的蓬勃發展，然而在市場成長的同時，因為競爭激烈，許多App開發者面臨無法獲利的情況。為瞭解應用程式可運用之商業模式，本研究以134個在下載量及市場佔有率具有代表性的App為研究對象，除研究App在開發者、時間、類型、價格等分佈特性之外，並以Osterwalder et al.（2010）商業模式九宮格理論為架構，分析免費、付費、混合收費應用程式的異同點，並針對營收模式進行深入探討，獲得以下發現：
　　一、App具以下特徵：同一開發者有多項App上榜的情況，互相帶動下載量。種類別以遊戲類數量最多，其次為工具類及娛樂類。價格以免費App為主流，付費及混合收費App各占四分之一的比例。
　　二、在App的商業模式中，滿足顧客價值主張為關鍵，開發者應透過顧客區隔選擇適合通路並維繫良好顧客關係，且採用多種營收方式有助分散風險及創造利潤。
　　三、免費App營收模式較多元化，其中最常採用的是延伸服務、廣告收入、程式內購買（In-App Purchase）。付費App的營收模式較為單純，混合收費App具備較高知名度，因此較具推出周邊商品的潛力。 
　　The popularity of smartphones has increased the growth of the App industry. While the market is growing rapidly, the competition is getting fierce. The objective of this study is to analyze business models of different kinds of App. With an approach of content analysis, this study collects 134 Apps to examine the features of App developers, timing of App on market, types of App, and pricing strategy of the various Apps. The study takes Osterwalder et al (2010) business model canvas as a framework to analyze three different pricing strategies-free, paid, mix. Major findings are:
　　1. The App developers own more than one App, so their Apps would affect each other in a positive way. The most popular App types are games, tools and entertainment. Free Apps are the mainstream pricing strategy while paid apps and mixed-pricing apps share one-quarter of the market each.
　　2. Value proposition is the key factor in the App business model. Developers need to select an appropriate customer segement and channel to establish and maintain the customer relationship. Adopting a variety of revenue models can increase profits.
　　3. The revenue model of Free App is the most diversified, the extented services, advertising, and in-App purchase are the most commonly applied. On the contrary, the revenue model of paid App is relatively simple. It is noteworthy that the mixed-pricing Apps seem to have higher visibility on the market and have more potential for developing extended services.
參考文獻 一、中文部份
1. 王占魁（2009）。智慧型手機網路使用意願及相關因素探討。樹德科技大學資訊管理系研究所碩士論文。
2. 李致緯（2011）。App賺錢四大招。創新發現誌第39期。
3. 李煉祥（2011）。智慧型手機軟體商店之商業模式分析。國立中央大學資訊管理學系碩士論文。
4. 板橋悟（2011）。熱門商品是這麼創造出來的。臺北市：城邦文化。
5. 林俊劭、曠文琪(2011)。獨家深入憤怒鳥基地。商業周刊1235期。
6. 陳其生（2007）。智慧型手機之消費者行為研究－以商務人士為例。銘傳大學管理學院高階經理碩士學程論文。
7. 陳厚耕（2012）。我國手機製造業現況與未來展望。台灣經濟研究院產經資料庫研究報告。
8. 楊銀濤（2009）。智慧型手機的發展趨勢研究。國立成功大學企業管理研究所碩士論文。
9. 蓋瑞．哈默爾（2000）。啟動革命。臺北市：天下文化。
10. 歐用生（2003）。課程典範再建構。高雄：麗文。
11. 鄭凱駿（2011）。智能物流之商業模式探討。國立東華大學資訊管理學系碩士論文。
12. 蘭娜．薩邦妮（2011）。App這樣賣最賺：破解App排行榜規則，搶作no.1。臺北市：日月文化。


二、英文部份
1. Afuah, A. (2004). Business Models: A Strategic Management Approach. McGraw-Hill, New York
2. Afuah, A. and Tucci, C.L. (2001). Internet business models and strategies: text and cases. McGraw-Hill, New York
3. Amit, R. and, Zott, C. (2001). Value creation in e-business. Strateg Management Journal, 22(2):493– 520.
4. Applegate, L.M. (2001). Emerging e-business models. Harvard Business Review, 79(1):79–87.
5. Hamel, G. (2000). Leading the revolution, New York, Plume, New York
6. Holzer, A. and Ondrus, J. (2009). Trends in Mobile Application Development. MOBILWARE Workshops 2009: 55-64
7. Johnson, M.W. (2010). Seizing the White Space: Business Model Innovation for Growth and Renewal. Harvard Business Press
8. Lumpkin, G. T. and Dess, G. G. (2004). E-business strategies and Internet business models: How the. Internet adds value. Organizational Dynamics, 33(2): 161-173.
9. Macmillan, S. (2000). An evaluation of candidate geomagnetic field models for IGRF. Earth Planets Space, 52, this issue, 1163–1165, 2000.
10. Magretta, J. (2002). Why Business Models Matter. Harvard Business Review, 80(5), 86-92
11. Magretta, J. (2011). Understanding Michael Porter: The Essential Guide to Competition and Strategy.Harvard Business Review Press
12. Mahadevan, B. (2000). Business Models for Internet-based e-commerce: An anatomy. California Management Review, 42(4), 55-69
13. Markides, C. (1999). A dynamic view of strategy. Sloan Management Review, 40(3): 55– 63.
14. Osterwalder, A. and Pigneur, Y. (2010), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley
15. Rajala et al. (2002). Strategic Business Nets – Their Types and Management. Journal of Business Research
16. Shafer, S., Smith, H., and Linder, J. (2005). The power of business models. Business horizons, 48 (3), 199-207.
17. Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8.
18. Viscio, A.J. and Pasternack B.A. (1996). Toward a new business model. Strateg Bus, 2(1):125 – 34.
19. Weill, P. and Vitale, M.R. (2001). Place to Space. Harvard Business School Press
 
三、線上資料
1. 148apps.biz. From http://148apps.biz/
2. Ad Age From http://adage.com/
3. All About Windows Phone From http://allaboutwindowsphone.com/
4. App Annie From http://www.appannie.com/
5. App Figures From http://www.appfigures.com/
6. App Promo From http://app-promo.com/
7. Apple From http://www.apple.com/
8. BlackBerry Developer Blog From http://devblog.blackberry.com/
9. Distimo (2011) “Distimo Publication Full Year 2011” From http://www.distimo.com/publications/archive/Distimo%20Publication%20-%20Full%20Year%202011.pdf
10. Gamezebo From http://www.gamezebo.com
11. Gartner IT Glossary From http://www.gartner.com/it-glossary/smartphone/
12. Harvard Business Review (2008). Reinventing Your Business Model. From http://hbr.org/2008/12/reinventing-your-business-model/ar/1
http://tw.en.nielsen.com/site/documents/2012NielsenSmartphonedeck.pdf
13. IDC From htpp://www.idc.com/
14. Inside From http://www.inside.com.tw/2012/07/03/line-event
15. Los Angeles Times From http://www.latimes.com/
16. MacStories From http://www.macstories.net/
17. MailOnline (2011) “Angry Birds to Talking Tom Cat: The world`s most popular iPhone apps” From http://www.dailymail.co.uk/home/moslive/article-2079371/Angry-Birds-Talking-Tom-Cat-The-worlds-popular-iPhone-apps.html
18. Nielsen (2012). “Nielsen Smartphone Insights.” From
19. POLlster波仕特線上市調From http://www.pollster.com.tw
20. Rappa, M. (2003). “Business Models on the Web” From http://digitalenterprise.org/models/models.html
21. Rovio Entertainment Ltd From http://www.rovio.com/
22. The New York Times.com (2010) “Top 10 Must-Have Apps for the iPhone, and Some Runners-Up” From http://www.nytimes.com/2010/11/11/technology/personaltech/11smart.html?_r=0
23. Time.com (2011) “Top 20 Must-Have Android Apps” From http://techland.time.com/2011/02/18/best-android-apps/
24. 創新發現誌（ideas）From http://ideas.org.tw/
25. 資策會資訊市場情報中心（MIC）From http://mic.iii.org.tw/index.asp
描述 碩士
國立政治大學
商管專業學院碩士學位學程(AMBA)
100380023
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100380023
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.author (Authors) 鍾采霏zh_TW
dc.creator (作者) 鍾采霏zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 1-Mar-2013 09:25:14 (UTC+8)-
dc.date.available 1-Mar-2013 09:25:14 (UTC+8)-
dc.date.issued (上傳時間) 1-Mar-2013 09:25:14 (UTC+8)-
dc.identifier (Other Identifiers) G0100380023en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57055-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 商管專業學院碩士學位學程(AMBA)zh_TW
dc.description (描述) 100380023zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 　　智慧型手機的普及造就了應用程式（App）產業的蓬勃發展，然而在市場成長的同時，因為競爭激烈，許多App開發者面臨無法獲利的情況。為瞭解應用程式可運用之商業模式，本研究以134個在下載量及市場佔有率具有代表性的App為研究對象，除研究App在開發者、時間、類型、價格等分佈特性之外，並以Osterwalder et al.（2010）商業模式九宮格理論為架構，分析免費、付費、混合收費應用程式的異同點，並針對營收模式進行深入探討，獲得以下發現：
　　一、App具以下特徵：同一開發者有多項App上榜的情況，互相帶動下載量。種類別以遊戲類數量最多，其次為工具類及娛樂類。價格以免費App為主流，付費及混合收費App各占四分之一的比例。
　　二、在App的商業模式中，滿足顧客價值主張為關鍵，開發者應透過顧客區隔選擇適合通路並維繫良好顧客關係，且採用多種營收方式有助分散風險及創造利潤。
　　三、免費App營收模式較多元化，其中最常採用的是延伸服務、廣告收入、程式內購買（In-App Purchase）。付費App的營收模式較為單純，混合收費App具備較高知名度，因此較具推出周邊商品的潛力。 		zh_TW
dc.description.abstract (摘要) 　　The popularity of smartphones has increased the growth of the App industry. While the market is growing rapidly, the competition is getting fierce. The objective of this study is to analyze business models of different kinds of App. With an approach of content analysis, this study collects 134 Apps to examine the features of App developers, timing of App on market, types of App, and pricing strategy of the various Apps. The study takes Osterwalder et al (2010) business model canvas as a framework to analyze three different pricing strategies-free, paid, mix. Major findings are:
　　1. The App developers own more than one App, so their Apps would affect each other in a positive way. The most popular App types are games, tools and entertainment. Free Apps are the mainstream pricing strategy while paid apps and mixed-pricing apps share one-quarter of the market each.
　　2. Value proposition is the key factor in the App business model. Developers need to select an appropriate customer segement and channel to establish and maintain the customer relationship. Adopting a variety of revenue models can increase profits.
　　3. The revenue model of Free App is the most diversified, the extented services, advertising, and in-App purchase are the most commonly applied. On the contrary, the revenue model of paid App is relatively simple. It is noteworthy that the mixed-pricing Apps seem to have higher visibility on the market and have more potential for developing extended services.		en_US
dc.description.tableofcontents 中文摘要………………………………………………………………………………………I
英文摘要.…………………………………………………………………………………II
謝誌……………………………………………………………………………………………III
目錄……………………………………………………………………………………………IV
圖目錄…………………………………………………………………………………………V
表目錄…………………………………………………………………………………………VI
第一章 緒論………………………………………………………………………………01
　第一節 研究背景與動機……………………………………………………01
　第二節 研究目的…………………………………………………………………02
　第三節 研究流程與範圍……………………………………………………02
第二章 文獻探討……………………………………………………………………04
　第一節 智慧型手機……………………………………………………………04
　第二節 行動應用程式………………………………………………………10
　第三節 商業模式………………………………………………………………18
第三章 研究方法……………………………………………………………………24
　第一節 研究架構………………………………………………………………24
　第二節 研究設計………………………………………………………………25
　第三節 資料蒐集方法暨對象…………………………………………26
　第四節 資料分析方法………………………………………………………30
第四章 研究發現……………………………………………………………………31
　第一節 成功App之分佈特性……………………………………………31
　第二節 App商業模式分析…………………………………………………35
　第三節 免費App營收模式分析…………………………………………41
　第四節 付費App營收模式分析…………………………………………53
　第五節 混合收費App營收模式分析…………………………………55
第五章 結論與建議……………………………………………………………………57
　第一節 研究結論……………………………………………………………………57
　第二節 管理實務應用……………………………………………………………59
　第三節 研究貢獻……………………………………………………………………61
　第四節 研究限制……………………………………………………………………62
第五節 未來研究方向…………………………………………………………63
參考文獻………………………………………………………………………………………64
附錄………………………………………………………………………………………………69		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100380023en_US
dc.subject (關鍵詞) 智慧型手機zh_TW
dc.subject (關鍵詞) 應用程式zh_TW
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) Smartphoneen_US
dc.subject (關鍵詞) Appen_US
dc.subject (關鍵詞) Business Modelen_US
dc.title (題名) 智慧型手機應用程式之商業模式分析zh_TW
dc.title (題名) A study on the business model for smartphone applicationsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部份
1. 王占魁（2009）。智慧型手機網路使用意願及相關因素探討。樹德科技大學資訊管理系研究所碩士論文。
2. 李致緯（2011）。App賺錢四大招。創新發現誌第39期。
3. 李煉祥（2011）。智慧型手機軟體商店之商業模式分析。國立中央大學資訊管理學系碩士論文。
4. 板橋悟（2011）。熱門商品是這麼創造出來的。臺北市：城邦文化。
5. 林俊劭、曠文琪(2011)。獨家深入憤怒鳥基地。商業周刊1235期。
6. 陳其生（2007）。智慧型手機之消費者行為研究－以商務人士為例。銘傳大學管理學院高階經理碩士學程論文。
7. 陳厚耕（2012）。我國手機製造業現況與未來展望。台灣經濟研究院產經資料庫研究報告。
8. 楊銀濤（2009）。智慧型手機的發展趨勢研究。國立成功大學企業管理研究所碩士論文。
9. 蓋瑞．哈默爾（2000）。啟動革命。臺北市：天下文化。
10. 歐用生（2003）。課程典範再建構。高雄：麗文。
11. 鄭凱駿（2011）。智能物流之商業模式探討。國立東華大學資訊管理學系碩士論文。
12. 蘭娜．薩邦妮（2011）。App這樣賣最賺：破解App排行榜規則，搶作no.1。臺北市：日月文化。


二、英文部份
1. Afuah, A. (2004). Business Models: A Strategic Management Approach. McGraw-Hill, New York
2. Afuah, A. and Tucci, C.L. (2001). Internet business models and strategies: text and cases. McGraw-Hill, New York
3. Amit, R. and, Zott, C. (2001). Value creation in e-business. Strateg Management Journal, 22(2):493– 520.
4. Applegate, L.M. (2001). Emerging e-business models. Harvard Business Review, 79(1):79–87.
5. Hamel, G. (2000). Leading the revolution, New York, Plume, New York
6. Holzer, A. and Ondrus, J. (2009). Trends in Mobile Application Development. MOBILWARE Workshops 2009: 55-64
7. Johnson, M.W. (2010). Seizing the White Space: Business Model Innovation for Growth and Renewal. Harvard Business Press
8. Lumpkin, G. T. and Dess, G. G. (2004). E-business strategies and Internet business models: How the. Internet adds value. Organizational Dynamics, 33(2): 161-173.
9. Macmillan, S. (2000). An evaluation of candidate geomagnetic field models for IGRF. Earth Planets Space, 52, this issue, 1163–1165, 2000.
10. Magretta, J. (2002). Why Business Models Matter. Harvard Business Review, 80(5), 86-92
11. Magretta, J. (2011). Understanding Michael Porter: The Essential Guide to Competition and Strategy.Harvard Business Review Press
12. Mahadevan, B. (2000). Business Models for Internet-based e-commerce: An anatomy. California Management Review, 42(4), 55-69
13. Markides, C. (1999). A dynamic view of strategy. Sloan Management Review, 40(3): 55– 63.
14. Osterwalder, A. and Pigneur, Y. (2010), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley
15. Rajala et al. (2002). Strategic Business Nets – Their Types and Management. Journal of Business Research
16. Shafer, S., Smith, H., and Linder, J. (2005). The power of business models. Business horizons, 48 (3), 199-207.
17. Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8.
18. Viscio, A.J. and Pasternack B.A. (1996). Toward a new business model. Strateg Bus, 2(1):125 – 34.
19. Weill, P. and Vitale, M.R. (2001). Place to Space. Harvard Business School Press
 
三、線上資料
1. 148apps.biz. From http://148apps.biz/
2. Ad Age From http://adage.com/
3. All About Windows Phone From http://allaboutwindowsphone.com/
4. App Annie From http://www.appannie.com/
5. App Figures From http://www.appfigures.com/
6. App Promo From http://app-promo.com/
7. Apple From http://www.apple.com/
8. BlackBerry Developer Blog From http://devblog.blackberry.com/
9. Distimo (2011) “Distimo Publication Full Year 2011” From http://www.distimo.com/publications/archive/Distimo%20Publication%20-%20Full%20Year%202011.pdf
10. Gamezebo From http://www.gamezebo.com
11. Gartner IT Glossary From http://www.gartner.com/it-glossary/smartphone/
12. Harvard Business Review (2008). Reinventing Your Business Model. From http://hbr.org/2008/12/reinventing-your-business-model/ar/1
http://tw.en.nielsen.com/site/documents/2012NielsenSmartphonedeck.pdf
13. IDC From htpp://www.idc.com/
14. Inside From http://www.inside.com.tw/2012/07/03/line-event
15. Los Angeles Times From http://www.latimes.com/
16. MacStories From http://www.macstories.net/
17. MailOnline (2011) “Angry Birds to Talking Tom Cat: The world`s most popular iPhone apps” From http://www.dailymail.co.uk/home/moslive/article-2079371/Angry-Birds-Talking-Tom-Cat-The-worlds-popular-iPhone-apps.html
18. Nielsen (2012). “Nielsen Smartphone Insights.” From
19. POLlster波仕特線上市調From http://www.pollster.com.tw
20. Rappa, M. (2003). “Business Models on the Web” From http://digitalenterprise.org/models/models.html
21. Rovio Entertainment Ltd From http://www.rovio.com/
22. The New York Times.com (2010) “Top 10 Must-Have Apps for the iPhone, and Some Runners-Up” From http://www.nytimes.com/2010/11/11/technology/personaltech/11smart.html?_r=0
23. Time.com (2011) “Top 20 Must-Have Android Apps” From http://techland.time.com/2011/02/18/best-android-apps/
24. 創新發現誌（ideas）From http://ideas.org.tw/
25. 資策會資訊市場情報中心（MIC）From http://mic.iii.org.tw/index.asp		zh_TW