物聯網生態系互補者管理之個案分析

近年來，物聯網如火如荼的發展帶動經濟的蓬勃，更讓以硬體導向為主的傳統產業紛紛將軟體思維納入營運範疇，並更加倚重數位化的經營。而也因為物聯網涵蓋的軟體、硬體、協作廠商無數，許多大企業便開始向外尋求合作夥伴，欲組成聯盟相互合作，透過資源共享的模式發展生態系。然而在知名企業波士論管理諮詢的研究報告中，指出多數平台管理者在創立生態系的初期，皆遭遇經營貧頸而失敗退出，再仔細探討後，發現原因多在於不適當的管理決策，進而導致互補者不願意投入生態系，或者在加入生態系後未獲得理想的利潤基礎而選擇退出。因此，本研究依循多位學者之研究基礎，以多個案探討的形式，來檢視個案公司Amazon與Alibaba的經營模式，探討平台管理者如何「吸引」與「創造」新的互補者，並且「管理」互補者的關係，藉此為國內廠商提供參考方向。最終提出兩大研究結論：一、物聯網生態系採取開放模式，創造互補者社群，以吸引、創造新的互補者。二、利用審核機制與分級制度維持互補者的質量，並且與互補者建立有形與無形的轉換成本，進而形成互補者的退出障礙，最後善用自身業務的優勢為互補者創造金錢以外的誘因，以管理互補者的關係。

關鍵字

物聯網；物聯網生態系；生態系互補者；生態系互補者管理

並列摘要

Over the past few years, rapid development of The Internet of Things (IoT) has driven the economy growth and has motivated the manufacturing industry to invest in a large scale of related technology. In addition, since IoT covers countless collaboration vendors, many large companies have begun to combine cross-industry partners to work together on their own alliance so that they can establish an ecosystem through recourse sharing. However, according to the research proposed by the Boston Consulting Group (BCG), most platform owners have failed in the birth phase of ecosystem. Precisely, speaking the reasons of failures are all derived from bad strategies which make the complementors reluctant to participate in the ecosystem. Therefore, based on the research foundation of previous studies, this study adopts a case study method to examine the business model which related with complementors management in Amazon and Alibaba in order to discuss how the ecosystem attracts and maintains the relationship with complementors. At the end, this research draws two major conclusions:1. The IoT ecosystem adopted a highly-opened form and created community to attract new complementors to join. 2. The platform owner in IoT ecosystem used audit mechanism and grading system to ensure the quality of complementors. Also, through switching cost, complementors would have a solid relationship with the ecosystem. Finally, it is noted that the platform owner could make good use of their main business strengths to create incentives besides money for complementors in order to manage the relationship.