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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/78058


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78058


    Title: 影響智慧型手機應用程式先進者優勢之因素
    Factors Affecting the First Mover Advantages of Smartphone Apps
    Authors: 李振瑋
    Contributors: 梁定澎
    李振瑋
    Keywords: 先進者優勢
    產品優勢
    行銷策略
    智慧型手機
    行動應用程式
    First-Mover Advantage
    Product Advantage
    Marketing Strategy
    smart phone
    mobile applications
    Date: 2015
    Issue Date: 2015-09-01 16:10:02 (UTC+8)
    Abstract: 隨著智慧型手機普及，大量行動應用程式(Apps)近年如雨後春筍般的出現，然而在大量且功能間相似的App中，如何脫穎而出實為值得探討之議題。
    本研究依據先進者優勢作為理論基礎，並延伸探討產品特性及行銷策略對先進者優勢維持之影響，透過檔案分析法針對目前市面上數個成功的App進行個案研究，並同時對功能相仿的App進行交叉個案分析，期望歸納出能領導各種類App成功的方法。
    本研究蒐集自期刊論文、相關書籍、報章雜誌及網路文獻之資料，經個案分析之研究結果如下：
    1. 市場的先佔及高轉換成本為App先進者主要優勢來源；而較低的成本、市場不穩定性及先進者可能失誤，則為App後進者主要優勢。
    2. 較佳的產品功能與產品創新能力，或較能提供更多附加價值之App，對App先進者優勢的維持有正向之影響。
    3. 不同種類的App在先進者優勢之維持上略有差異，簡要歸納如下
    (1) 遊戲類：受先進者優勢、產品優勢及行銷策略影響甚鉅，快速先占市場，並擁有良好產品功能及完整行銷策略較易帶來成功。
    (2) 工具類：透過較佳的產品功能、產品品質與產品創新來維持先進者優勢，才能保持長期競爭力。
    (3) 娛樂類：先進者優勢與產品優勢同等重要，快速先占市場將有助於發展與競爭力維持。
    (4) 社交類：深受網路外部性之影響，故快速先佔市場並持續滿足使用者需求，才能避免被後進者淘汰。
    As more people use smart phones, the number of mobile applications (Apps) is increasing rapidly. However, with so many similar Apps, how Apps can stand out from competing products is an important issue.
    This study adopts theories related to First-Mover Advantages, Product Advantages and Marketing strategies to develop a general framework for analyzing factors that affect the success of first movers. We chose several well-known apps and used document analysis to analyze the secondary data collected from the Internet, newspapers, magazines, books, etc.
    Our major findings are as following:
    1. Market preemption and high user switching costs are the main source of advantages for first-movers. Lower development costs, risks and the chance to avoid failure are the main source of advantages for the follower to succeed.
    2. Better product functions and innovative features have positive effects on keeping First-Mover Advantages. Meeting customer needs and providing more added values also help maintain the advantage.
    3. Different factors exist for different types of apps. Product advantages and marketing strategies are keys for Games Apps; app functionality, product quality and innovative features are important for productivity tools; first-mover and product advantages are important for entertainment apps; while network externality is the most critical one for social networking apps.
    Reference: 一、 中文部分
    1. 呂儼芳(民103), 市場導向、事業策略與產品優勢相關之研究, 國立中央大學企業管理研究所碩士論文。
    2. 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。
    3. 林之晨(2011), 先進者優勢，有用嗎？, 《30》雜誌，086期。
    4. 林零宏、劉水深、洪順慶(1994) , 消費品類型、創新類型與新產品行銷策略關係研究, 管理評論, 13卷，1期，57-77頁。
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    6. 郭馨棻(2011) , 當手機成為傳遞親密的工具: 親密與手機溝通研究, 2011年中華傳播學會研討會。
    7. 解怡倩(2006) , 新興時尚精品如何以後進者姿態創造競爭優勢 ─ 以Shawnyï 為例, 國立中山大學企業管理學系碩士論文。
    8. 鐘采霏(2013) , 智慧型手機應用程式之商業模式分析, 國立政治大學商管專業學院碩士學位學程碩士學位論文。

    二、 英文部分
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    8. Kerin, R. A., Varadarajan, P. R., Peterson, R. A. (1992). “First-mover Advantage: A Synthesis Conceptual Framework And Research Propositions”, Journal of Marketing, 56(4), 33-52
    9. Kim, H. W., et al, (2011), “An Exploratory Study on The Determinants of Smartphone App Purchase”, The 11th International DSI and the 16th APDSI Joint Meeting
    10. Kotler, P., & Keller , K. L., (2011), Marketing Management, 14th, Prentice Hall
    11. Kotler, P., (2012), Marketing Management, Pearson Education.
    12. Langerak, F. , et al. (2004), “The Impact of Market Orientation, Product Advantage, and Launch Proficiency on New Product Performance And Organizational Performance”, Journal of Product Innovation Management, 21(2), 79-94
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    24. Zeithaml, V. A., Bitner, M. J., & Gremler D., (2012), Services Marketing, 6th, McGraw-Hill

    三、 網路部分
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    4. AppAnnie Dropbox Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/com.dropbox.android/
    5. AppAnnie Dropbox iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/dropbox/
    6. AppAnnie Google Drive Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/com.google.android.apps.docs/
    7. AppAnnie Google Drive iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/google-drive-free-online-storage-from-google/
    8. AppAnnie KKBox Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/com.skysoft.kkbox.android/
    9. AppAnnie KKBox iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/kkbox/
    10. AppAnnie Line Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/jp.naver.line.android/
    11. AppAnnie Line iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/line/
    12. AppAnnie Spotify Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/com.spotify.music/
    13. AppAnnie Spotify iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/spotify-music/
    14. AppAnnie WhatsApp Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/com.whatsapp/
    15. AppAnnie WhatsApp iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/whatsapp-messenger/
    16. AppAnnie神魔之塔Google Play歷史排名(2015), 取自https://www.appannie.com/apps/google-play/app/com.madhead.tos.zh/
    17. AppAnnie神魔之塔iOS歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/shen-mo-zhi-ta/
    18. AppAnnie龍族拼圖Google Play歷史排名(2015), 取自https://www.appannie.com/apps/ios/app/808027845/
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    71. 批踢踢實業坊 西方音樂版(2015) , 取自https://www.ptt.cc/bbs/WesternMusic/index.html
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    73. 批踢踢實業坊 即時通訊軟體版(2015) , 取自https://www.ptt.cc/bbs/Instant_Mess/index.html
    74. 批踢踢實業坊 神魔之塔版(2015) , 取自https://www.ptt.cc/bbs/tos/index.html
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    Description: 碩士
    國立政治大學
    資訊管理研究所
    102356029
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102356029
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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