仲介平台模式分析—以台灣資安網路設備市場為例

Abstract

本論文以資安市場為背景，研究在該市場以中間化為策略的價值創造之機會與挑戰。根據國際數據資訊公司(IDC)提供的資料顯示，台灣的資訊安全業市場逐年穩定成長，而且因為雲端服務以及手持行動設備的增加，資安市場2009年到2010年的成長幅度高達54%。另外，自從Rayport和Jaworski在1998年提出電子商務的理論之後，學術界陸續提出各種以電子商務為主題的研究。初期的文獻紛紛指出，電子商務時代很有可能是去中間化的時代 ─ 為了節省中間商帶來的成本，製造商將會透過電子商務直接接觸終端顧客，導致中間商被排擠出原有供應鏈。然而，之後也有文獻提出不同看法：針對某些特殊的市場環境，電子商務反而有可能促進中間商的形成。

本研究假設中間化的價值創造視市場環境而定，並以台灣的進口資安設備市場為研究背景，提出一個多邊平台企業模型。該平台以進口資安設備市場中的原廠、代理商、經銷商、以及終端客戶為目標客戶群，扮演媒介的角色，讓這四個目標客群透過多邊平台，搜尋需要的資訊或對象，並以這個平台為互動場所。

經過文獻回顧、市場分析、多邊平台分析、以及策略分析之後，本論文針對此平台的各個發展階段，提出管理及策略方面的分析與建議。透過探討該平台的存在價值以及永續經營的機會與挑戰，本研究得以深入了解台灣進口資安設備市場的需求以及價值創造的機會，並肯定了中間化價值創造的可能性。

This thesis chooses Taiwan’s market of network security devices as the background of the study because this market shows promising and stable growth. According to International Data Corporation, the market of information security has grown by 54% in the year of 2010.

On the other hand, ever since the concept of e-commerce was introduced, many studies and researches started to discuss how e-commerce has changed the behavior of a market in many ways. In the beginning, most researches indicated that e-commerce would lead to disintermediation in order to lower transaction costs, which was true for certain markets. However, further researches also showed that in electronic markets, intermediaries provide many value-adding functions that cannot be easily substituted.

This thesis makes the assumption that the possibility of value creation by intermediation depends on the market environment, and proposes a business model of multi-sided platform in Taiwan’s market of network security devices. This platform brings together four groups of customers, and makes profits by taking on the role of intermediary.

After analyzing the market, the platform and the sustainable strategies, this paper is able to understand this market and the opportunities in the market, and confirms the possibility of the value creation of intermediation.