English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50931185      Online Users : 980
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/131321


    Title: 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
    Authors: 張家甄
    Chang, Chia-Chen
    Contributors: 邱奕嘉
    張家甄
    Chang, Chia-Chen
    Keywords: 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
    Date: 2020
    Issue Date: 2020-08-03 18:37:02 (UTC+8)
    Abstract: 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.
    Reference: 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. Economic Journal 99: 116–131.
    Bakos Y, Brynjolfsson E. 2000. Bundling and competition on the Internet: aggregation strategies for information goods. Marketing Science 19: 63–82.
    Coase， R. H. (1946). The marginal cost controversy. Economica， 13(51)， 169-182.
    Davis S, MacCrisken J, Murphy K. 2001. Economic perspectives on software design: PC operating systems and platforms. NBER Working paper no. 8411. National Bureau of Economic Research: Cambridge, MA.
    Eisenmann, T., Parker, G., & Van Alstyne, M. (2011). Platform envelopment. Strategic Management Journal, 32(12), 1270-1285.
    Evans D, Salinger M. 2005. Why do firms bundle and tie? Evidence from competitive markets and implications for tying law. Yale Journal on Regulation 22: 37–89.
    Evans， D. S.， & Schmalensee， R. (2017). Network Effects: March to the Evidence， not to the Slogans. Forthcoming， Antitrust Chronicle.
    Hammond P, Myles G (eds). Oxford University Press: Oxford, UK; 323–336.
    Geoffrey A. Moore (2002)， Crossing the Chasm， HarperBusiness Essentials， Inc.
    Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135.
    Iansiti, M., & Levien, R. 2004. The keystone advantage: What the new dynamics of business ecosystems mean for strategy, innovation, and sustainability. Boston, MA: Harvard Business Press.
    Jorgenson, E. (2015). The Power of Network Effects: Why They Make Such Valuable Companies, and How to Harness Them.
    Jacobides, M. G., Cennamo, C., & Gawer, A. (2018). Towards a theory of ecosystems. Strategic Management Journal, 39(8), 2255-2276.
    Lavie, D., & Singh, H. 2012. The evolution of alliance portfolios: The case of Unisys. Industrial and Corporate Change, 21: 763-809.
    Mankiw， N. G. (2020). Principles of economics. Cengage Learning.
    McIntyre, D. P., & Srinivasan, A. (2017). Networks, platforms, and strategy: Emerging views and next steps. Strategic Management Journal, 38(1), 141-160.
    Moore, G. A., & McKenna, R. (1999). Crossing the chasm.
    Nalebuff B. 2000. Competing against bundles. In Incentives,
    Organization, and Public Economics.
    Nalebuff B. 2004. Bundling as an entry deterrent. Quarterly Journal of Economics 119: 159–187.
    Noe T, Parker G. 2005. Winner take all: competition, strategy, and the structure of returns in the Internet economy. Journal of Economics and Management Strategy 14: 141–164.
    Porter， M. E. (2008). The five competitive forces that shape strategy. Harvard business review， 86(1)， 25-40.
    Reilly， R. (2019). Digital engineering: a case study in an Irish consultancy practice. Join CIBSE Ireland， 45.
    Rochet, J. C., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the european economic association, 1(4), 990-1029.
    Rogers, E. M. (2010). Diffusion of innovations. Simon and Schuster.
    Rowley, J. (2002). Using case studies in research. Management research news.
    Salinger M. 1995. A graphical analysis of bundling. Journal of Business 68: 85–98.
    Stabell CB, Fjeldstad ØD. 1998. Configuring value for competitive advantage: on chains, shops, and networks. Strategic Management Journal 19(5): 413–437.
    Thompson J. 1967. Organizations in Action. McGraw- Hill: New York.
    Yin, R. K. (2017). Case study research and applications: Design and methods. Sage publications.
    吳思華.(1998).策略九說,臉譜文化出版社,台北
    陳李綢. (2000). 個案研究, 台北: 心理.
    龚丽敏, & 江诗松. (2016). 平台型商业生态系统战略管理研究前沿: 视角和
    对象. 外国经济与管理, 38(6), 38-50.
    梁丽萍. (2004). 量化研究与质化研究——社会科学研究方法的歧异与整合 (Doctoral dissertation).
    陳威如, & 余卓軒. (2013). 平台革命. 臺北, 商周出版.
    陳信成. (2017). 軟體開放式創新之研究 : 以Google公司為例 = Research on software open inXvation : A case study of Google / 陳信成撰. 台北市: 陳信成.
    陳昺麟，2008。 社會科學質化研究之紮根理論實施程序及實例之介紹. 勤益學
    報, No. 19, 2001, 327-342.
    陳萬淇. (1992). 個案研究法, 台北: 華泰.
    莊雅茜. 關鍵字提示功能對使用者搜尋的影響-以Google Autocomplete為例.
    國立政治大學, 2013. Print.
    葉重新. (2001). 教育研究法. 台 北 市: 心 理 出 版 社.

    網路資料
    Alphabet. (2018, December 31). UNITED STATES SECURITIES AND EXCHANGE COMMISSION. Retrieved May 24, 2020, from https://www.sec.gov/Archives/edgar/data/1652044/000165204419000004/goog10-kq42018.htm#s12257BECA84B57BDA458EA0A7C02E9C6
    CSDN專欄 . (2009, September 8). Google Chrome 命名由来. Retrieved May 24, 2020, from https://blog.csdn.net/gd1985/article/details/4961539
    Franek. (2019, May 8). Google Financial Results: Guided Overview & Analysis (2018). Retrieved May 24, 2020, from https://www.kamilfranek.com/google-alphabet-financial-results/
    Google. (n.d.). Google 的創立背景和發展現況. Retrieved May 24, 2020, from
    https://about.google/intl/ALL_tw/our-story/
    Google. (2020, March 31). 關於我們 | Google. Retrieved May 24, 2020, from
    https://www.google.com/about/philosophy.html?hl=zh_TW
    HoliBear 哈利熊服務市集. Retrieved May 24, 2020, from
    https://reurl.cc/Y13L8D
    Hougen, A., Harrison, Newell, B., ChuckChipmaker, Michael, Marce, … Digi. (2020, May 22). Firefox vs Google Chrome: Outfoxing the Competition in 2020. Retrieved May 24, 2020, from https://www.cloudwards.net/firefox-vs-google-chrome/
    Huang, E. (2017, April 11). 15 款生產力擴充套件改造 Google Chrome 變成辦公室工作平台. Retrieved May 24, 2020, from https://www.playpcesor.com/2017/04/google-chrome-top-15-productive-extension.html
    Jame, F. (2018, July 29). 2009第三季的智慧型手機市場觀察. Retrieved May 24, 2020, from https://fredjame.com/2009-mobile-market-ec89fd3b05a7
    MoneyDJ (Ed.). (2020, January 17). Google 股價登新高，入列市值兆美元俱樂部. Retrieved May 24, 2020, from https://finance.technews.tw/2020/01/17/google-market-value-trillion/
    mozilla.org (Ed.). (1998). 瀏覽器簡史: 帶來現代瀏覽器的史詩級大戰.
    Retrieved May 24, 2020, from https://www.mozilla.org/zh-TW/firefox/browsers/browser-history/
    mozilla.org. (1998-2020). Mozilla 專案歷史. Retrieved May 24, 2020, from https://www.mozilla.org/zh-TW/about/history/
    mozilla.org . (1998). Mozilla 宣言. Retrieved May 24, 2020, from https://www.mozilla.org/zh-TW/about/manifesto/
    NetMarketShare. (2018). Market share for mobile, browsers, operating systems and search engines. Retrieved May 24, 2020, from https://netmarketshare.com/
    StatCounter . (2020). Search Engine Market Share Worldwide. Retrieved May 24, 2020, from https://gs.statcounter.com/search-engine-market-share#monthly-200903-202005
    The State of Mozilla: 2018 Annual Report. (2018). Retrieved May 24, 2020, from https://www.mozilla.org/en-US/foundation/annualreport/2018/
    W3C Counter. (2004). Web Browser Market Share Trends. Retrieved May 24, 2020, from ttps://www.w3counter.com/trends
    Wikiwand. (2020). Comparison of web browsers. Retrieved May 24, 2020, from
    https://www.wikiwand.com/en/Comparison_of_web_browsers#/Native_multimedia_support
    Yu, A. (2011, June 10). SandBox (沙盒) 是什麼 ? Retrieved May 24, 2020, from https://www.arthurtoday.com/2011/06/sandbox.html
    T客邦 36氪. (2019, August 13). 從0％到70％：Google Chrome是如何蠶食網際網路的？: T客邦. Retrieved May 24, 2020, from https://www.techbang.com/posts/72133-from-0-to-70-how-did-google-chrome-eat-into-the-internet
    小米、台灣大車隊的成功讓我們發現「平台」落伍了，現在流行的「生態系」該怎麼做？－邱奕嘉專欄｜商周
    https://www.businessweekly.com.tw/management/blog/23691
    中央社 . (2019, January 25). Bing 當機，中媒：原因是百度流量衝來. Retrieved May 24, 2020, from https://technews.tw/2019/01/25/the-reason-why-bing-frozen/
    网页浏览器. (2020, May 17). Retrieved May 24, 2020, from
    https://zh.wikipedia.org/wiki/网页浏览器#cite_note-11
    自由時報 (2017, November 15). 琵琶別抱棄雅虎 Firefox預設Google為搜尋引擎 –生活 - 自由時報電子報. Retrieved May 24, 2020, from https://news.ltn.com.tw/news/life/breakingnews/2254646
    自由時報 . (2018, February 24). 果粉真的變心了？市調數據分析：Android 用戶全球市佔增多. Retrieved May 24, 2020, from https://3c.ltn.com.tw/news/33067
    自由時報 . (2019, July 3). Chrome 瀏覽器全球市佔率罕見下滑！逆向成長的黑馬竟是它. Retrieved May 24, 2020, from https://3c.ltn.com.tw/news/37268
    社群媒體系列 HoliBear哈利熊. (2019, October 4). 社群媒體行銷系列｜2019還不知道就落伍的數據！Facebook、Instagram、YouTube...全球活躍使用人數，Retrieved 2019, October 4 from https://www.holibear.com/%E7%A4%BE%E7%BE%A4%E5%AA%92%E9%AB%94%E8%A1%8C%E9%8A%B7%EF%BD%9C2019%E9%82%84%E4%B8%8D%E7%9F%A5%E9%81%93%E5%B0%B1%E8%90%BD%E4%BC%8D%E7%9A%84%E6%95%B8%E6%93%9A%EF%BC%81facebook%E3%80%81instagram/
    邱奕嘉 . (2019, November 15). Ｇoogle推瀏覽器、地圖　後進市場憑什麼贏？ - 精選文章. Retrieved May 24, 2020, from https://www.businessweekly.com.tw/magazine/Article_mag_page.aspx?id=7000577&utm_source=msn&utm_medium=web&utm_content=bw&utm_campaign=content
    浏览器大战. (2020, May 10). Retrieved May 24, 2020, from
    https://zh.wikipedia.org/wiki/浏览器大战
    科技新報 36Kr. (2019, February 22). eMarketer：亞馬遜成為全美第三大數位廣告商，還會繼續和 Google 搶客戶. Retrieved May 24, 2020, from https://technews.tw/2019/02/22/us-digital-ad-spending-will-surpass-traditional-in-2019/
    科技產業資訊室 (iKnow) Kyle. (2016, December 12). 六大VR廠商聯盟加速虛擬實境應用市場. Retrieved May 24, 2020, from https://iknow.stpi.narl.org.tw/post/Read.aspx?PostID=13025
    陳曉莉(2019, May 17). WordPress網站的安全漏洞有98%來自外掛程式. Retrieved May 24, 2020, from https://www.ithome.com.tw/news/130713
    新浪科技 . (2008, September 2). 池水間. Google Chrome漫画書中文
    版 .Retrieved May 24, 2020, from https://waterlily-lsl.com/modules/article/view.article.php/c5/61
    鉅亨網編譯陳世傑 . (2019, June 11). 擊敗蘋果和Google！亞馬遜首奪全球最有價值品牌: Anue鉅亨 - 美股. Retrieved May 24, 2020, from https://news.cnyes.com/news/id/4335941
    微博 . (2011, November 10). 谷歌Chrome浏览器4大分支版本发展历程. Retrieved May 24, 2020, from http://tech.sina.com.cn/s/2011-11-10/08026300654.shtml
    維基百科 . (2020, March 29). 合众国诉微软案. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/合众国诉微软案
    維基百科 . (2020, May 24). Google. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Google#雇员
    維基百科 . (2020, March 28). Google产品列表. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Google产品列表
    維基百科 . (2020, May 24). Google Chrome. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Google_Chrome
    維基百科 . (2020, May 17). Firefox瀏覽器. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Firefox瀏覽器
    維基百科 . (2020, January 25). Firefox OS. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Firefox_OS
    維基百科 . (2020, May 24). Android. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Android
    維基百科 . (2020, May 20). Microsoft Edge. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Microsoft_Edge
    維基百科 . (2019, December 25). Mozilla公司. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Mozilla公司
    維基百科 . (2020, May 9). Firefox版本历史. Retrieved May 24, 2020, from https://zh.wikipedia.org/wiki/Firefox版本历史
    點子生活 . (2019, September 26). Google 21歲生日 回顧 GOOGLE 發展史 –Saydigi-Tech: 點子科技. Retrieved May 24, 2020, from https://saydigi-tech.com/2019/09/12861.html
    瀏覽器競爭的啟示：持續創新才能常保競爭力 - 大紀元. (2020, April 5).
    Retrieved May 24, 2020, from https://www.epochtimes.com/b5/20/3/25/n11973758.htm
    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    107364124
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107364124
    Data Type: thesis
    DOI: 10.6814/NCCU202000943
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

    Files in This Item:

    File Description SizeFormat
    412401.pdf2681KbAdobe PDF20View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback