台灣數位學習產業之聯盟模式－－資源基礎觀點

An exploratory study of strategic alliance in e-learning industry in Taiwan---a resource-based perspective.

詹孟儒(Meng-Ju, Chan)

指導教授 ： 許士軍

共同指導教授 ： 左正東

元智大學/資訊學院/資訊社會學研究所/碩士(2007年)

摘要

過去產業的聯盟類型，大多屬於同性質的產業範疇，其策略考量目的不外乎加速規模化或者提昇市場佔有率，然而就網路寬頻產業(尤其是核心差異甚大的數位內容產業)而言，聯盟關係極為複雜，無法做到垂直產製過程的整合。本研究嘗試從數位內容產業中的核心領域，成長速度最快的數位學習產業著手，利用個案研究的方式，了解數位學習業者對於外在環境的認知情況，以資源基礎觀點出發，辨認數位學習產業所包括之核心資源，內在缺少何種資源，並從數位學習業者之營運模式中，發現數位學習產業內廠商聯盟有哪些不同類型模式，夥伴選擇依據為何。
研究結果發現，在外在環境的認知方面，業者普遍認為產業環境仍不夠蓬勃，所訪談具領導地位的內容與服務業者，在內容方面已有實體多年經驗的累積，與其它業者皆有所區隔，因此競爭並不大，反而是產品較同質的技術業者認為同業競爭較激烈。本研究將三類業者劃分應具備的核心資源如下：
內容業者：紥實的內容資源、擁有品牌與口碑、行銷能力。
服務業者：各式內容的完整豐富、使用者介面、及其他系統的相容性等。
技術業者：研發平台的技術、具備完整解決方案、模組化與專案管理能力。
另外，所訪談四家業者本身都積極與外界從事策略聯盟的活動，訪談發現，在產業中具領先地位的內容業者、技術業者，其實都已經走向服務業者的範圍，因此將其劃分為內容或技術業者似乎不太適用。關於聯盟的結構多以獨家或非獨家授權契約、購併、非股權聯盟為主；聯盟的模式，若顧客主要是消費者，聯盟的方向則呈水平，若以企業等機關為主，則聯盟類型則偏向垂直式的聯盟。顯示企業等機關團體，需要有完整的解決方案才使業者尋求垂直的聯盟，目標顧客為消費者則需透過各種管道來增加產品或服務的曝光率。競爭關係方面，本研究發現，有非競爭式的聯盟，也有競合的方式，而在數位學習產業蓬勃後，聯盟的競合關係應該是未來主要聯盟模式。
因此從四家業者個案分析可得，擁有核心資源是企業最主要的生存法則，而當各數位學習業者已掌握住專業領域的知識(domain know-how)後，即可利用聯盟方式水平的擴張至其它產業，以提供相關之服務機制。

關鍵字

數位學習產業 ； 策略聯盟 ； 資源基礎觀點 ； 經營模式

並列摘要

In the past, the types of industry alliance had many common characteristics in the industrial field. The strategy is to extend the industry scale and increase market shares. However, wideband-network industries especially dealing with digital content industry normally rely on extraordinarily complicate alliances, as they can not vertically integrate various value activities within an organization. This research attempts to use case study to understand the fastest growing e-learning in the core field of digital content industry. Understand the conditions of external environment uncertainty in e-learning industry. From the resource-based perspective, the e-learning industry can be identified to recognize what are its core resources and what are its shortages. Also, from the business model, it can be found that e-learning industry contains how many kinds of alliance types they are and how they choose their partners.
The results of study are found, producers don’t think the industry is mature in the external environment. The reasons include the obscure policies of government, powerlessness of action, and traditional concepts of users. The study presents e-learning industry with three types of providers, and they are content providers, services providers and technique providers. As the e-learning contents are overarching, the leading content providers and services providers accumulate experiences to differentiate from each other. But in the same time, the technique providers have keen competition in the same field. This study introduces three types of providers with their core resources as follows:
Content providers: They own substantial contents, brands, public praises and market abilities.
Services providers: They have abundant contents, user surfaces, and compatibility with other systems.
Technique providers: They have R&D skills, total solutions, modules and case management abilities.
More than that, these four case studies provide this research about these digital content industry providers are enthusiastic to be engaged into strategic alliances with other firms. To examine the leading content providers and technique providers critically, they have transferred to services providers. Analysis of the alliance structures has four dimensions: exclusive licensing, licensing, mergers acquisitions, and non-equity alliances. In one hand, if consumers are the major part in alliances structures, it represents the horizontal direction. It means that consumers must have any kinds of tubes to touch the products or services; in another hand, if companies are the major part, they should have total solutions to show up the vertical direction.
As analyzed above, owning the core resources are major survival rule of business. When e-learning providers hold domain know-how, they can horizontally expand to other industries and provide service systems.

並列關鍵字

e-learning industry ； strategy alliance, resource-based perspective ； business model

參考文獻

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