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| Title: | 平台競爭與覆蓋策略之能力探究
A Case Study of the Capabilities of Platform Competitive Dynamics and Envelopment Strategies |
| Authors: | 李瓊淑
Lee, Chiung-Shu |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
李瓊淑
Lee, Chiung-Shu |
| Keywords: | 平台覆蓋策略
動態競爭
動態能力
資源基礎理論
資源依賴理論
資源優勢
組織能力
網絡關係
在地化優勢
台灣大車隊
Uber
Platform envelopment strategy
Dynamic competition
Dynamic capabilities
Resource-based view (RBV)
Resource dependence theory (RDT)
Resource advantages
Organizational capabilities
Network relationships
Localization advantages
Taiwan Taxi
Uber |
| Date: | 2024 |
| Issue Date: | 2025-01-02 12:10:26 (UTC+8) |
| Abstract: | 計程車在全球都會交通運輸系統中具有關鍵角色，做為「副大眾運輸」載具，在連接各種不同交通運具中發揮著重要的功能。隨著全球節能減碳的倡議，以及數位科技的不斷進步，計程車產業正逐漸從傳統的商業模式轉型為科技驅動的智慧交通服務產業。此外，平台策略和動態競爭的理論框架已逐漸成為企業在轉型過程中因應挑戰、鞏固市場地位的重要工具。
本研究以台灣大車隊做為個案研究對象，深入探討其如何透過平台覆蓋策略來構建多元生態系統，並在動態競爭環境下保持其競爭優勢。台灣大車隊自2002年成立以來，首創台灣計程車媒合派遣平台，並逐步發展其商業模式，從水平、垂直及多角化進行整合經營，透過持續創新和事業版圖的拓展，不僅穩固了其在台灣計程車市場的領導地位，同時也促進了台灣計程車產業的整體發展。此歷程充分展示了台灣大車隊如何透過平台覆蓋策略，達成資源利用最佳化和市場滲透的深度發展，並成功實現其利潤的極大化。
然而，隨著全球最大叫車平台Uber於2013年進入台灣市場，台灣大車隊面臨了來自外部的強大競爭壓力。Uber利用其全球經驗和創新科技迅速佔領市場，對台灣大車隊構成了實質性的威脅。以此背景為前提，本研究探討了台灣大車隊如何運用其資源優勢、組織能力、網絡關係和在地化優勢，透過組織學習、適應和創新策略，成功應對了Uber的挑戰，最終在競爭中脫穎而出。
在理論層面上，本研究對平台經濟學、動態競爭、動態能力、資源基礎理論及資源依賴理論等領域，提供了多維度的深入探討。首先，本研究擴展了平台覆蓋策略的應用範疇，指出平台企業如何透過資源優勢、組織能力及網絡關係的結合，在不同市場環境中實現平台覆蓋策略，並且在進入新市場時，如何考量產品與目標市場的互補性及潛在的政策法規之影響性。其次，本研究強調了動態競爭理論在實際操作中的重要性，內容上呈現了企業如何透過學習對手的優勢與創新，來快速優化既有資源並形成新的競爭優勢，及如何利用在地化的優勢成為最後成功關鍵，特別是面對來自國際競爭對手的挑戰。
在實務層面上，本研究提供了企業在動態競爭環境中，如何透過平台覆蓋策略來擴展業務範疇的詳細建議，並強調網絡關係在提升營運績效和影響政策制定中的關鍵作用。透過台灣大車隊的實證案例，本研究也提供了企業在平台經濟中，如何進行策略選擇的具體參考框架。這些研究發現不僅豐富了動態競爭與平台策略的學術討論，也為產業實務提供了寶貴的策略指引，對於企業如何在高度動態與競爭激烈的市場中維持持續性成長，提供了有力的理論依據與實務建議。
Taxis play a crucial role in urban transportation systems worldwide. As a "secondary public transport" mode, they serve an essential function in connecting various forms of
transportation. With global initiatives on energy conservation and carbon reduction, coupled with advancements in digital technology, the taxi industry is gradually transitioning from traditional operating models to technology-driven smart transportation services. Platform strategies and dynamic competition frameworks have increasingly become vital tools for companies to address challenges and solidify their market positions during this transformation.
This study focuses on Taiwan Taxi as a case study to explore how it leverages platform coverage strategies to build a diversified ecosystem and maintain its competitive advantage in a dynamic competitive environment. Since its establishment in 2002, Taiwan Taxi pioneered the first taxi dispatch platform in Taiwan and progressively developed its business model, integrating operations horizontally, vertically, and diversely. Through continuous innovation and business expansion, Taiwan Taxi has not only solidified its market leadership in Taiwan but also promoted the overall development of the Taiwanese taxi industry. This process demonstrates how Taiwan Taxi employs platform coverage strategies to optimize resource utilization and achieve deep market penetration, successfully maximizing its profits.
However, with the entry of Uber, the world's largest ride-hailing platform, into the Taiwan market in 2013, Taiwan Taxi faced intense external competitive pressure. Uber quickly captured market share through its global experience and innovative technology, posing a significant threat to Taiwan Taxi. Against this backdrop, this study examines how Taiwan Taxi utilized its resource advantages, organizational capabilities, network relationships, and localization strengths to successfully respond to Uber's challenge through organizational learning, adaptation, and innovation strategies, ultimately emerging as a leader in the competition.
On a theoretical level, this study provides a multi-dimensional exploration of platform economics, dynamic competition, dynamic capabilities, resource-based theory, and resource dependence theory. First, the study extends the application of platform coverage strategies, illustrating how platform companies can leverage resource advantages, organizational capabilities, and network relationships to implement platform coverage strategies across various market environments. It highlights the importance of considering product-market complementarity and potential regulatory impacts when entering new markets. Second, the study emphasizes the practical significance of dynamic competition theory, demonstrating how companies can learn from competitors' strengths and innovations, rapidly optimize existing resources, and create new competitive advantages. It shows how localization advantages can be the key to success, particularly when facing challenges from international competitors.
Practically, this study provides detailed recommendations for companies on how to expand their business scope through platform coverage strategies in dynamic competitive environments, highlighting the critical role of network relationships in enhancing operational performance and influencing policy-making. Through the empirical case of Taiwan Taxi, the study offers a concrete reference framework for companies when making strategic choices within the platform economy. These findings not only enrich academic discussions on dynamic competition and platform strategies but also provide valuable strategic guidance for industry practices, offering robust theoretical support and practical advice for companies on how to sustain growth in highly dynamic and competitive markets. |
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| Description: | 博士
國立政治大學
科技管理與智慧財產研究所
107364502 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107364502 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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| 450201.pdf | | 3312Kb | Adobe PDF | 0 | View/Open |
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