動態商業模式的建構與分析： 以Google佈局物聯網的平台策略為例

Abstract

近幾年，物聯網（Internet of Things，IOT）在全球科技產業是一個很熱門的話題，其熱門的程度不亞於90年代互聯網所造成的熱潮。然而，物聯網這個新興產業與先前的科技產業有甚麼不一樣？企業該如何因應這些差異來設計其商業模式，以在進軍物聯網產業後繼續保持競爭力？企業在透過併購而跨足物聯網產業後，其原本的商業模式與合併後新企業的商業模式之間，如何維持「動態」發展？而其關係應該如何？ 本研究係以Google進入物聯網產業而併購Nest Labs的個案為研究對象，來分析探討上述的問題。透過本研究之個案探討，期望能給予計畫跨入物聯網產業的企業些許建議，來審思其本身該如何策略佈局以因應世局變化，進而保持及強化企業的競爭優勢。

In recent years, the Internet of Things (Internet of Things, IOT) is a very hot topic in the global technology industry. Its popularity is not second to the Internet boom in 1900’s. However, what kind of differences exists between emerging industry, IOT, and previous technology industry? How do enterprises design their business models to cope with these discrepancies to remain competitive in the IOT industry? After merging companies and fighting into the IOT industry, how do the enterprises maintain “dynamic” interaction of their business models with merged companies? In addition, how should their relationships be developed? In this research, the issues mentioned above will be analyzed through the study case of Google's emerging Nest Labs to enter the IOT industry. Through this study, expect to give enterprises planning to flight into IOT industry some suggestions. They can examine their placement strategies based on changing world situations to remain and strengthen their competitive advantages.