平台策略商業模式的價值意涵

Value Implications of Platform Business Models

劉庭懿(Ting-Yi Liu)

指導教授 ： 吳學良

國立臺灣大學/管理學院/國際企業學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201600633

摘要

由於近年來美國市場估值超過十億美元的科技初創企業（又稱為獨角獸）數量指數倍增，因此本研究採用質性紮根的個案比較研究法，目的是希望充分地探討獨角獸的成功的因素，並將其分析結果擴展應用到傳統的企業，讓傳統企業可以調整其營運方針，以達到類似獨角獸的成功模式。
研究結果顯示數位化平台策略的商業模式，因具有「高度可擴展性」與「零邊際成本」的特點，使之成為獨角獸企業潛在的成功因素之一；而在共用經濟領域中，除了上述兩個因素外，提出比現有的產品或服務更優異的解決方案的能力，亦是不可卻缺的要素之一。而根據這些研究並應用到傳統企業上，我們發現傳統的企業可以透過利用數位科技、提供軟體技術方案，以及利用對等協作經濟的方式，來與獨角獸企業競爭。此外，本研究亦分析了許多初創企業的合作夥伴關係，發現初創公司和傳統公司在經濟上的合作，具有一個很好的互補關係。

關鍵字

獨角獸 ； 高度可擴展性 ； 零邊際成本 ； 數位化平台策略 ； 共用經濟

並列摘要

Due to the exponential increase in American billion dollar technology start-ups (termed Unicorns) in recent years, the purpose of the study is to better understand the factors for Unicorns’ success and we extend the analysis into how traditional companies can adapt in order to attain similar success factors of Unicorns.
Adopting a method of qualitatively‐based, grounded comparative case studies, the study aims to analyze a number of cases of Unicorn companies in order to identify their features in common. It was found that having a digital platform business model with high scalability attained at zero marginal cost was an underlying success factors for Unicorns. In the field of collaborative economy, in addition to the two aforementioned factors, being able to provide superior solutions to existing products or services are also needed. Extending these findings, we find that the way for traditional companies to compete is by leveraging digital technology, offering software-based solutions and by leveraging the peer-to-peer collaborative economy. Numerous startups and partnerships in the collaborative economy were also analyzed. The following observation was found: traditional companies combined with startups in the collaborative economy are a good complementary fit.

並列關鍵字

Unicorns ； high scalability ； zero-marginal cost ； digital platform business model ； collaborative economy

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