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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/102051


    Title: 平台企業價值主張管理機制探討:以IPXI及臺灣新大陸咖啡館媒合平台為例
    A Case Study on the Value Propositions of Platform Business
    Authors: 林冠儀
    Contributors: 邱奕嘉
    林冠儀
    Keywords: 平台
    價值主張
    管理機制
    Platform
    value proposition
    management mechanism
    Date: 2016
    Issue Date: 2016-09-20 11:41:44 (UTC+8)
    Abstract: 面對日益競爭的產業環境,企業一般容易落入提供自身認為最佳商品的思考窠臼中,事實上面對市場的檢驗除了須對於自身能力及優勢有一定的掌握外,所提供的服務及商品是否真能協助顧客解決問題、提升獲益將是關鍵,而價值主張便是企業確認與顧客需求一致的核心要素。
    另外,隨著科技汰換演化,經營模式也隨之持續推陳出新,而若論二十世紀以來最為企業所熟知並採用者非平台模式莫屬。透過不同的使用者於平台上活動,以迅速、廣泛地資訊交換傳遞為特色,並媒介各方使用者所擁有的資源,企業除了免除負擔提供商品服務的任務,更能藉由網路病毒式的傳播短期內快速吸引顧客加入,故成為許多企業思考轉型時使用的經營模式。
    綜上,平台策略並非保證成功的萬靈丹,當企業紛紛轉為平台經營的同時對自身核心的價值主張,即其對顧客的承諾事項、所凸顯企業與眾不同之處的掌握度如何?便是本文的研究重點。本文將以來自不同產業別的平台企業為研究對象,進行經營模式及價值主張內涵等兩部分的檢視,並將分析的結果與該個案後續經營的階段性成果進行對比。
    Reference: 一、中文文獻
    1.王姿婷(2010),從價值共創與地方資本觀點探討台灣地方經營,國立政治大學科技管理研究所。
    2.李立心,「新創企業為何活不下去?」,天下雜誌565期。
    3.李思壯(2013),價值主張契合度與價值共創行為關係之研究,國立政治大學科技管理研究所。
    4.吳思華(1996),《策略九說-策略思考的本質》。台北:臉譜。
    5.楊燕枝、吳思華(2005)文化創意產業的價值創造形塑之初探,行銷評論,2005 年秋季 第 2 卷,第 3 期,頁313-338。
    6.陳威如、余卓軒(2013),平台革命,台北:商周。
    7.Adam M. Brandenburger & Barry J. Nalebuff(2004),許恩得譯;競合策略 (Co-opetition) ─賽局理論之經營智慧。
    8.Alexander Osterwalder(2015), 價值主張年代,台北:天下雜誌。
    二、英文文獻
    1.Anderson , J.C., Narus, J. A., &Rossum W.(2006) Customer value proposition in business market. Harvard Business Review, March,91-101.
    2.Bendapudi, N. A., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67, 4-28.
    3.Bowman, C., & Ambrosini, B.(2000).Value creation versus value capture: towards a coherent definition of value in strategy. British Journal of management,11,1-5.
    4.David Evans & Richard Schmalensee, (2007). The Industrial Organization of Markets with Two-Sided Platforms, CPI Journal, Competition Policy International, vol. 3.
    5.Kambil, A., Friesen, G. B. & Sundaram, A., (1999), “Co-creation: A new source of value”, Outlook 1999, No. 2, pp.38-43.
    6.Keller, K. L.,(2001).Building customer-based brand equity.Marketing Management,10(2),14-19.
    7.Marshall W. Van Alstyne, Geoffrey G. Parker, Sangeet Paul Choudary(2016). Pipelines, Platfroms, and the new rules of strategy. Harvard Business Review, April, 54-60.
    8.Normann, R., &Ramirez, R. (1993).From value chain to value constellation: designing interactive strategy. Harvard Business Review, July, 65-78.
    9.Prahalad, C. K., & Ramaswamy, V.(2000).Co-opting customer competence. Harvard Business Review, January-February,79-88.
    10.Porter, M. E. (1985).Competitive Advantage. Free Press: New York.
    11.Ramaswamy, V. & Gouillart, F. (2010). The Power of Co-Creation. New York: Free Press .
    12.Rochet, J.C. and Tirole, J. “Cooperation Among Competitors: Some Economics of Payment Card Associations.” Rand Journal of Economics, Vol. 33 (2002), pp. 1–22.
    13.Rohlfs, J. (1974). A Theory of Interdependent Demand for a Communications Service. The Bell journal of Economics and Management Science, 5(1), 16-37.
    14.Wan, H (2008). Resonance as a Mediating Factor Accounting for the Message Effect in Tailored Communication—Examining Crisis Communication in a Tourism Context, Journal of Communication,58,472-489.
    15.Wilson, D. T., & Jantrania, S. (1996). Understanding the value of a relationship. Asia Australia marketing journal, 2(1), 55-66.
    16.Geoffrey A. Moore,Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
    17.Wiersema, F. D., Treacy, M. and Wiersema, F. Customer Intimacy and Other Value Disciplines, Harvard Business Review, January 1993.
    18.Anderson, J. C., Narus, J. A., and van Rossum, W. Customer Value Propositions in Business Markets, Harvard Business Review, March 2006。
    19.Vandermerwe, S. (1996). Becoming a customer “owning” corporation. Long Range Planning, 29(6), 770-782
    20.Grönroos, C. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
    21.Stabell & Fjeldstad (1998), Configuring value for competitive advantage : On chains, shops, and networks, Strategic Management Journal.

    三、網路資源
    1.中國工业和信息化部,2015年(第14届)中国软件业务收入前百家企业发展报告公布,2015年09月10日,http://www.miit.gov.cn/n1146290/n4388791/c5169086/content.html 。
    2.中央通訊社,『台廠以軟帶硬,進軍物聯網勝算大』,2010年5月27日,http://www.cna.com.tw/postwrite/Detail/59446.aspx#.V8L8xJPnako。
    3.證券時報,新大陸:以核心技術擁抱産業轉型,http://company.stcn.com/2015/0908/12435197.shtml,2015年9月9日。
    4.臺灣新大陸官方網站:http://www.newland-id.com.tw/。
    5.謝明玲,『台灣咖啡實驗場的潮文青』,天下雜誌,2015年3月31日,http://www.cw.com.tw/article/article.action?id=5066283。
    6.CUPS官方網站,https://cupsapp.com/,最後檢視日期:2016年9月2日。
    7.CARMEL MELOUNEY,『Would You Pay $85 a Month for Unlimited Espresso?』,http://blogs.wsj.com/metropolis/2014/04/10/would-you-pay-85-a-month-for-unlimited-espresso/,The Wall street Journal,2014/4/10。
    8.Fortune 500 (2015),http://fortune.com/fortune500/?iid=sr-link1,最後檢視日期:2016年9月2日。
    9.Jeff Wild,『IPXI demise caused by a US patent system that offers no incentive for good-faith licensing, says exchange`s CEO』, http://www.iam-media.com/Blog/Detail.aspx?g=93e8d407-b24c-4d9a-a59c-da9fe9e3f578。
    10.Business wire, http://www.businesswire.com/news/home/20111213005458/en/Intellectual-Property-Exchange-International-World%E2%80%99s-Financial-Exchange。
    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    101361006
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101361006
    Data Type: thesis
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

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