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  • 學位論文

平台型經營模式的啓動與平衡

The Catalyst and Equilibrium of Platform Business Model

指導教授 : 蔡文鈞

摘要


平台型經營模式處於非線性的經營環境,其中一類成員群的變動會影響另一群的成員,經濟學家將這種動態的經營環境稱為雙邊市場(two-sided markets), 而成員之間會互相影響的作用則稱為網路效應(network effect),本研究欲探討的議題是不同類型的平台型經營模式該透過哪些機制與方法來達到吸引、互動以及黏著力三種效果,所謂吸引效果是使成員進入平台;互動效果是指促進不同群成員間的交流;黏著力效果是使成員繼續留在平台上,而吸引和互動效果視為啟動網路效應的正向循環;黏著力的效果視為平衡網路效應的反作用力。本研究以質性研究的紮根理論為研究方法,分別選取三個不同類型的平台型經營模式為目標個案進行研究,分別是媒人型平台的格子趣、創造觀眾者型平台的大樂透和成本最低者型平台的快樂購。 透過個案分析以及個案比較後本研究歸納出兩點結論:(一) 為了啟動正向循環和平衡反作用力平台型經營模式以成員入甕計畫、促進互動和擴張平衡三類機制與方法達到吸引、互動和黏著力的效果。成員入甕計畫包括收費機制、平台標準和促銷活動;促進互動包括資訊散播機制、篩選機制、期限限制、替代機制和保證成員報酬;擴張平衡包括控制成員同質性、預先進入機制和成員累積機制 (二) 不同類型的平台型經營模式在機制與方法和其對象上有所差異。在成員入甕計畫中,媒人型的平台採取平台標準、收費機制和促銷活動;創造觀眾者型的平台採取平台標準;成本最低者型的平台採取收費機制和促銷活動;在促進互動的機制中,媒人型的平台採取資訊散播機制和替代機制;創造觀眾者型的平台採取資訊散播機制和保證成員報酬,成本最低者型的平台採取資訊散播機制、篩選機制和期限限制;在擴張平衡的機制中,媒人型的平台採取控制成員同質性;創造觀眾者型的平台採取預先進入機制和成員累積機制;成本最低者型的平台在擴張平衡機制中採取控制成員同質性。

並列摘要


The platform business model is in the nonlinear environment, a kind of member group's change can affect another group of members, the economist is called this kind of dynamic environment "two-sided markets", and between the members the mutual influence function will be called the network effect "network effect". In this research, the researcher investigated that firms how to attract, interact and stick to each other firms through different types of platform., the attractive effect means the member to enter the platform; the interactive effect means promote the exchange between the different member group; the stick effect means the member continue to keep in the platform, attractive and the interactive effect regards as the start forward circulation of network effect ; stick effect regards as the equalizing reacting force of network effect. This research takes ground theory of qualitative research as the research method, and examines cases in some companies as follow. These are Check Fun、Lottery、Happy Go. Researcher generalizes two conclusions from case analysis and comparison. First of all, in attracting member plan, encouraging interaction method and expanding balance method, all of these will conduct the attraction, interaction and stick power. The second one is the systems and methods will have different effect in different type of platforms and different objects. The second one is the systems and methods will have different effect in different type of platforms and different objects. In attracting member plan, matchmaker adopts the platform standard, the charge mechanism and promotion; audience builder adopts the platform standard; cost minimizer adopts the charge mechanism and promotion. In encouraging interaction method, matchmaker adopts the information dissemination mechanism and the substitution mechanism; audience builder adopts the information dissemination mechanism and guarantee the member reward; cost minimizer adopts the information dissemination mechanism, the screening mechanism and the deadline limit. In expanding balance method, matchmaker adopts controls the member homogeneity; audience builder adopts enters mechanism and accumulative member mechanism; cost minimizer adopts controls the member homogeneity.

參考文獻


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被引用紀錄


黃政賢(2013)。平台型企業發展策略分析-以台灣物聯網公司為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201300622
鄧明宗(2010)。以交易成本專屬性探討台灣通訊經銷產業〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201000997
廖崇良(2010)。3C通路商雙邊平台建構之研究—以聯強國際為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201000639

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