社交平台之生態圈建構與商業模式分析--以LINE為例

LINE Corporation，簡稱為LINE。其母公司為韓國的Naver集團，2000年9月4日於日本成立，自2013年4月1日正式將公司名稱由NHN Japan Corporation更名為現在的LINE Corporation，是一間跨國的科技公司，並於日本、紐約雙掛牌上市。主要市場包含日本、台灣及泰國，且台灣滲透率超過九成。即時通訊軟體已逐漸取代電話等功能，成為現代人平時溝通的主要管道之一，且多數使用者每天都會開啟數次，掌握著人與人、人與企業等的對話紀錄的即時通訊軟體，擁有龐大的資料庫，最是了解用戶真實想法。目前各大通訊軟體街想盡辦法延長用戶使用時間、增加客戶黏著度，因此開始發展各自的生態圈。由於即時通訊軟體有著明顯的地域性，用戶多棲又十分容易，讓產品之間競爭激烈。本研究以個案研究探討LINE Corporation，並以生態系統階段區隔其成長的兩階段，再進一步根據當時產業外部因素、擁有的核心資源與能力，分析該階段經營策略，爾後再依據每階段轉換的商業模式，對其關鍵四要素做細部分析，進而分析LINE目前所建構的生態圈，最後對其未來發展做出頗析。 LINE的生態圈主要有五個子生態圈所建構，最完整的是行銷生態圈與行動支付生態圈，其中行銷生態圈所帶來的廣告收益是LINE的營收主力，而行動支付生態圈所想發展的金融科技屬LINE積極培養的未來發展重點，兩者也分別隸屬於核心事業與戰略事業。LINE以核心事業培養其戰略事業，也與BCG矩陣的金牛培養星星雷同，唯屬金牛的數位廣告市場仍在持續成長，除可持續為LINE帶來穩定收益外，亦需要戰略事業中的人工智慧等發展支持，兩者相輔相成，可為LINE未來持續建構生態圈帶來極大助力。

關鍵字

LINE ；即時通訊軟體；平台策略；商業模式；生態圈

並列摘要

LINE Corporation, referred to as LINE. Its parent company is South Korea's Naver Group, and LINE was established in Japan on September 4, 2000. Since April 1, 2013, the company name had officially changed from NHN Japan Corporation to LINE Corporation, which is a multinational technology company. LINE also listed in Tokyo Stock Exchange and New York Stock Exchange. Its main markets include Japan, Taiwan and Thailand, and Taiwan's penetration rate is over 90%. Instant messaging has gradually replaced phone and become one of the main communication channels for modern people. Most users use the app several times a day. Instant messaging controls the dialogue between people, people and businesses. The huge database contains the user's real thoughts. At present, major communication softwares have tried their best to prolong using time and enhance customer’s loyalty, so they began to develop their own ecosystems. This study explores LINE Corporation by case study, and in accordance with Business Ecosystem to analyze the LINE’s two stages, then studys the business strategy of each stage according to the external factors of the industry at the time, the core resources and capabilities. At the end, analyze The Business Model, critical success factors, and then study the current ecosystem constructed by LINE, and finally forecast its future strategy. LINE's ecosystem is mainly constructed by several sub-ecosystems. The marketing ecosystem and the mobile payment ecosystem are relatively sound. The revenue from advertising, belonging to marketing ecosystem, contribute most revenue to LINE. Financial technology is seen as LINE's future star. LINE develop its strategic business by its core business with capital support and market understanding. Besides, core business also requires support from artificial intelligence, belonging strategic business. The virtuous cycle can greatly help LINE continue to construct is ecosystem in the future.