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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/125073


    Title: 物聯網裝置生態系建構之策略分析 ---以智慧語音助理為例
    IoT ecosystem development strategies – A study of smart speaker
    Authors: 李瑞娟
    Lee, Jui-Chuan
    Contributors: 黃國峯
    酈芃羽

    李瑞娟
    Lee, Jui-Chuan
    Keywords: 平台策略
    生態圈建構
    智慧語音助理
    Amazon語音平台
    Date: 2019
    Issue Date: 2019-08-07 17:14:19 (UTC+8)
    Abstract: 隨著感測器技術的成熟及網路的普及下,物聯網時代即將來臨,目前物聯網整體預估市場到2020年將達到7兆美元商機,但是該從什麼切入點進入市場進而獲利,一直是近年各大廠商甚至世界各國熱切討論的問題,物聯網透過科技打造出物物相聯的世界,且強調多種場景的應用,必須考慮各種軟硬體及應用服務接入與整合,因此新硬軟體產品思維、廠商合作方式也與過去不同,目前各科技大廠在物聯網領域中,積極推行智慧語音助理,藉由平台架構打造標準化,串接所有服務,也翻轉了過去的商業營運模式。然而,企業該如何因應這些差異來設計其商業模式,以在進軍物聯網產業繼續保持競爭力?
    本研究以Amazon智慧語音助理為研究主軸,藉由個案分析法來分析上述問題,得到Amazon語音助理於產品推出初期透過產品差異化的策略打入市場,隨著產品需求確立後,轉而建立開放平台策略,拓展多邊平台市場,快速激起網路效應,以豐富平台的內容價值,成功搶佔語音助理市佔率,期望能給予計畫將跨入物聯網及智慧家庭的企業些許案例參考,來審思其本身該如何策略布局以因應世局變化,進而保持及強化企業的競爭優勢。
    Reference: 參考文獻
    1. 期刊
     中文
    張志勇、陳正昌(2014),物物相連的龐大網路-物聯網 科學月刊 p419-427
     英文
    Alstyne, Parker, & Choudary (2016) Pipelines, Platforms, and the New Rules of Strategy, Harvard Business Review,
    Burnham, Frels and Mahajan (2003), Consumer Switching Costs: A Typology, Antecedents, and Consequences, Journal of the Academy of Marketing Science, Vol 31, Issue 2, pp. 109-126.
    Chatterjee, S. and Wernerfelt, B. (1991), The link between resource and types of diversification: theory and evidence, Strategic Management Journal,12, P33-48
    Dean, J. (1950). Pricing Policies for New Products. Harvard Business Review, 28(6), 45-53
     ean, J. (1950). Pricing Policies for New Products. Harvard Business Review, 28(6),
    Eisenmann, Parker and Van Alstyne (2006), Strategies for Two-sided Markets, Harvard Business Review.
    Grant. (1991). The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation California Management Review, Vol33, No.3
    Levitt, T.(1965),Exploit the Product Life Cycle, Harvard Business Review, Nov.-Dec., 89-94
    Penrose, E.T.(2009).The Theory of the Growth of the Firm. Oxford: Oxford University Press.
    Rink, D.R. and Swan, J.F.,(1979)Product Life Cycle Research: A Literature Review.(2001). Qualitative methods for marketplace research. Newbury Park,CA:Sage.
    Smallwood, J.E (1973), The Product Life Cycle: A Key to Strategic Marketing Planning. Journal of MSU Business Topics, 4, Winter, p25-38.
    Wernerfelt,B.(1984).A Resource-Based View of the Firm, Strategic Management Journal,5(2), p171-180

    2. 書籍
     中文
    Geoffrey Parker(2016),平台經濟模式--從啟動、獲利到成長的全方位攻略,天下雜誌出版
    田中道昭(2018),亞馬遜2022:貝佐斯征服全球的策略藍圖,商周出版
    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
     英文
    Kolter, P.,& Armstrong, G (2014).New-Product Development and Product Life-Cycle Strategies. In Principles of Marketing (15th ed.,p273-282).Upper Saddle, N.J: Pearson
    Kolter, P.(1994),Marketing Management:Analysis,Planning,Implementation and Control,8th edition, Prentice-Hall, New Jersey.
    Schewe, C.D. & Smith, R.M. (1983), Marketing, Concepts and Applications. New York: McGraw-Hill.
    Stark,J.,(2011)Product Lifecycle Management:21st Century Paradigm for Product Realization 2e,Springer Verkag


    3. 博碩士論文
     中文
    朱韻如(2017),台積電平台經營模式之個案分析
    林郁城(2018),AIoT競合策略之分析:亞馬遜的智慧家庭為例
    徐靖文(2017),發展平台商業模式探索性研究 以gogoro為例
    許予晴(2017),探討蝦皮拍賣app的產品生命週期
    趙卉妤(2016),AI智慧語音助理商業模式創新之研究-以Amazon策略佈局為例

    4. 報告
    賴明豐、許家豪、林玠恆(2018),各國物聯網及市場技術標準發展動態,財團法人國家實驗研究院科技政策研究與資訊中心


    5. 網站文獻:
     中文
    林巧珍,2016,Amazon Echo發展進程與事業策略目的,資策會, 2016年9月26日, 取自資策會線上研究網頁: https://mic.iii.org.tw/AISP/FreeS.aspx?id=3079
    資策會產業情報研究所,2011,全球智慧聯網(IOT) 2016年產值6,200億美元,2011年6月6日,取自資策會線上全文網頁,https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=281
     英文
    International Data Corporation (2018). All Categories of Smart Home Devices Forecast to Deliver Double-Digit Growth Through 2022, https://www.idc.com/getdoc.jsp?containerId=prUS44361618, Accessed Oct, 1, 2018
    IOT analysis (2015). 2015: Most popular IoT applications, https://iot-analytics.com/iot-applications-q2-2015/, Accessed July, 29, 2015
    John Koetsier,2018, Amazon Echo, Google Home Installed Base Hits 50 Million; Apple Has 6% Market Share, Report Says ,https://www.forbes.com/sites/johnkoetsier/2018/08/02/amazon-echo-google-home-installed-base-hits-50-million-apple-has-6-market-share-report-says/#1f884695769c, Accessed, August, 2, 2018
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    107363068
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107363068
    Data Type: thesis
    DOI: 10.6814/NCCU201900559
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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