隨著3G行動網路的普及,智慧型手機儼然成為目前行動通訊的主流,人們與這些科技產品有著密不可分的關係,也帶動了商業模式的創新。新一代的族群習慣使用社群網路來做為主要聯繫的工具,導致社群網站的興起,以及即時傳訊軟體的熱絡。本研究透過相關文獻的蒐集以及歸納整理,針對目前熱門的即時傳訊軟體做為商業模式分析的樣本,在百家爭鳴的即時傳訊軟體中以「LINE」、「WhatsApp」、「騰訊QQ」、「微信」、「Skype」最具有代表性,本研究針對這些熱門傳訊軟體的營運模式做為商業模式分析之內涵,並得到以下結論:即時傳訊軟體種類眾多,在面對競爭者時,要強調自己的優勢及定位,而行動支付應用在即時傳訊軟體上逐漸成熟廣泛,電子錢包也成為新的熱門功能,另外,在網路資訊安全性方面,也需要提升軟體的安全性、隱密度以及相關的因應措施。
With the popularization of 3G mobile networks, smart phones have become the mainstream mobile communications technology. The inseparable relationship between human and products of technology has also triggered the innovation of business model. New generations are accustomed to use the social networks as a main tool for communication and contact, which has not only driven the rise of social networking sites, but also facilitated the rapid growth of instant messaging apps. Combined with the collection and organization of relevant literature, this study has taken the popular instant messaging apps as the samples to conduct a business model analysis. Among the various instant messaging apps, “LINE”, “WhatsApp”, “Tencent QQ”, “WeChat” and “Skype” are the most outstanding representatives. Thus, this study has applied the operation models of these most popular instant messaging apps to support the business model analysis, and the following conclusions have been obtained: due to the fierce competition of the instant messaging apps, one must emphasize its strengths and market positioning in the face of competitors. Since the application of mobile payment on instant messaging apps has become more mature and extensive, the electronic wallet payment service has become a new popular function. In addition, the security, privacy and other related measures of apps also have to be enhanced in response to the network information security.