平台產業經濟模式的建構與個案研究

現實生活中有很多平台產業的例子，典型的是操作系統平台，如Windows、Linux等；除此以外，平台產業還包括電信業、銀行卡、互聯網站、購物中心，媒體廣告等等，它們涵蓋了經濟中最重要的產業。平台已成為現代經濟系統的重要組成部分，並成為引領新經濟時代的重要經濟體。因此，本研究主要以建構平台產業經濟模式分析架構，同時以五個產業的公司為代表加以驗證說明。研究結論顯示，本文提出平台產業經濟模式分析架構內容，如平台的外部性與多歸屬策略、平台的分類與業務策略、平台的競爭模式、以及平台的定價影響因素與管制能力等項目，可以有效解釋各種平台產業經濟模式。

關鍵字

平台產業；多歸屬；外部性

並列摘要

There are many examples of platform industries in life, the most classic of which are operating systems such as Windows and Linux. In addition, the platform industry includes the telecom industry, bank cards, Internet, shopping centers and advertising etc., encompassing the most important industries in the economy. Platforms have become an integral part of the modern economic system and a crucial economic system in the new economy. In light of this, the study focused on building an analytical framework for platform industry and economy while representative companies from 5 industries are used to test and verify the framework. According to the research result, the platform industry and economy analytical framework proposed by the article, including the platform’s externality, multi-homing strategy, competitive model, pricing and control ability, is able to effectively explain various platform industry and economy model.