交友軟體產業競爭策略分析之個案研究

A Case-based Study on the Analysis of Competitive Strategies in the Dating App Industry

劉嫣(Yen Liu)

指導教授 ： 李吉仁

國立臺灣大學/管理學院/國際企業學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202004114

摘要

全球交友軟體產業隨著用戶數和營收上升而不斷成長，但國內卻鮮少針對此產業 的競爭策略進行研究，因此，本研究將針對交友軟體產業的商業模式，以及產業成 功關鍵因素，進行系統性的分析，以及當此產業漸趨成熟，競品逐漸同質化時，既 有廠商要如何持續創造差異化優勢，提出市場觀察與分析洞見，期能協助相關業者 提高投資報酬率與應對市場競爭。
本論文首先蒐集產業分析之相關文獻，並對交友產業發展及現況做整理後，選擇 在台灣較為成功的三大交友軟體—《Tinder》、《JD》、《iPair》作為個案，進行深 度的個案分析，以商業模式九宮格及價值網模型為導引架構，輔以營收表現，以觀 察其成長幅度與軌跡，並進行歸納比較。
本研究從產業和個案分析中歸納出交友軟體的成功關鍵因素，包括:定位差異 化、行銷多元化、搭配產品性質的收費模式等，而對廠商如何能夠持續創造差異 化，本研究建議可以因應技術發展而推出不同優化、發展原創之獨特介面或機制、 模仿並改良競品的產品內容、觀察時事以融入相關產業之不同功能。在此研究過程 中所整理的產業發展以及實務上之洞見，可供既有和新進業者在策略制定及規劃產 品和行銷管道時作參考之依據。

關鍵字

交友軟體 ； 價值網 ； 商業模式 ； 差異化

並列摘要

The global dating app industry continues to grow in terms of significant increases in the number of users and revenue. Despite of its growth, only a few analytical effort has been made on the research in the areas of business model and competition. Hence, the present thesis attempts to explore the differences among compting business models in the dating app and discuss strategic responses toward competition. By so doing, we hope that our research insights can highlight the key successful factors of the industry and help incumbent companies to achieve better results from future competition, especially when rival products gradually become homogenized.
Our research first collects relevant literature on industry analysis, and sorts out the development and industry background of dating app industry, then select and analyze three most successful dating apps in Taiwan, "Tinder", "JD", "iPair", as focused cases for research exploration. The case analyses start from basic introduction of the companys, then shows the elements of the cases based on the business model canvas and the value network model, finally supported by business performance to see its growth rate and inductively conclude several concluding observations.
We found that the key factors for the success of dating apps include, position differentiation, marketing diversification, and the revenue model design. The ways to differentiate from competition include updating optimizations with new technology, developing original unique interfaces or features, imitating and improving the good parts of competitors’ products, following and observing current topics to integrate different features of related industries. The industry analysis and practical insights collated in this research process can be used as a reference both incumbant and new companies when making strategies and design future products.

並列關鍵字

Dating App Industry ； Value Net ； Business Model Canvas ； Differentiation

參考文獻

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