語音智慧搜尋加雲端運算的創新商業模式與藍海策略研究─以蘋果Siri為例

藍建宏(Chien-hung Lan)

指導教授 ： 王弓 ； 張明宗

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2012年)

摘要

創新的商業模式可以改變整個行業格局，可以讓市場重新洗牌。這種創新也都有前例可循，無論是Walmart、Bestbuy、Amazon和Apple，都是商業模式創新的成功典範。從1998年到2007年，成功進入《財富》500大的企業有27家，其中有11家被認為他們的成功是由於商業模式的創新。高原資本管理公司(LPC)創始人鮑勃.希金斯在談及自己從業20年的體會時說：回顧公司的發展，我認為每次失敗都歸於技術，每次成功都歸於商業模式。
《藍海戰略》中利用價值創新曲線去解讀Siri的客戶價值主張，往往會得到異曲同工之妙，重新審視對消費者真正有誘惑力的價值主張，並用自己的資源和流程來去滿足他，就完全有可能創造出一個新的市場出來。從蘋果公司的高成長來看，高成長的公司對於趕超或打敗競爭對手並不感興趣，他們真正感興趣的是創造與眾不同的市場。
蘋果的Siri系統正在改變消費者的使用習慣，在Google上進行搜尋與Siri高雅的口語搜尋方式相比較，顯得非常麻煩。當Siri開始能夠理解並回答出消費者的問題之後，搜尋加廣告的商業模式也將隨之改變，Google 與 Apple 兩大巨頭相爭將會是往後幾年產業革命的大戲。台灣的企業一般都是以生產製造或是以配套應用赚錢，因此、對於兩者的發展趨勢是有必要研究清楚，藉以尋求商業模式中的獲利點。

關鍵字

創新 ； Apple Siri

並列摘要

The innovation business model may change the entire business pattern, may let market to reshuffle. This kind of innovation also has the precedent to follow, regardless of being Walmart, Bestbuy, Amazon and Apple, is the business model innovation successful model. From 1998 to 2007, the success entered Fortune 500 big enterprises has 27, including 11 were considered that their success was as a result of the business model innovation. Plateau capital management company (LPC) founder Bob. Higgins when refers to himself to be employed 20 year experience said: The review company''s development, I thought that each time is defeated belongs to the technology, each time succeeds belongs to the business model.
"Blue Sea Strategy" explains the customer using the value innovation curve the value to advocate that often will obtain wonder the equally good results from different methods, will carefully examine to the consumer has the attraction value to advocate truly, and round trip will satisfy him with own resources and the flow, completely will have the possibility to create a new market to come out. Looking from Apple Company''s high growth, the high growth company regarding surpasses or defeats the competitor not to be interested, what they are interested truly creates the out of the ordinary market.
The apple Siri system is changing consumer''s use custom, carries on the search and the Siri graceful spoken language search way on Google compares, appears very troublesome. When Siri starts to be able to understand and to reply after consumer''s question, the search will add the advertisement the business model along with it change, Google and the Apple two big giants contends with will also be in the future several year industrial revolution major drama. Taiwan''s enterprise is generally makes money by the manufacturing perhaps by the necessary application, therefore, has the essential research regarding both''s trend of development to be clear, so as to seek in the business model the profit spot.

並列關鍵字

innovation ； Apple Siri

參考文獻

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1. 書籍：

1. C.K.普哈拉、M.S.克利斯南，「普哈拉的創新法則」，McGraw Hill，2008年9月。

2. 卡曼.蓋洛，「揭密透視賈伯斯驚奇的創新密訣」，McGraw Hill，2011年10月。

3. 王志仁、齊若蘭，「科技頑童沃茲尼克iWoz」，遠流，2007年08月02日。