智慧電子產業商業生態系統之探討

Abstract

在今日的經營環境中，客戶的需求有賴多個企業共同來滿足。合作與競爭關係往往同時存在於兩個公司之間，使得僅針對競爭或僅探討合作關係的傳統策略分析方法，產生了侷限。 本研究主要是以藉由探討Google及Apple的關鍵成功因素、競爭優勢來驗證其商業生態模式的成功，進而研究其在智慧型手機市場的生態系統扮演的角色的重要性。本研究採用個案分析法，透過對其商業生態系統的探討由行動營運商、手機設備商、作業系統軟體商、應用服務內容供應商等業者構成的Apple及Google兩大商業生態系統。研究發現採用「封閉式」營運模式的Apple與「開放式」的Google雖策略選擇、營運方式不同，但兩大生態系統卻都能成功運作，且在行動通訊產業中的影響力也日趨增加。此外，還發現不論是「關鍵者」或是「利基者」只要能運用資源，則都可成為生態系中不可或缺的一員。建議研究者未來可進行更多動態的研究，因為在商業系統中，變化迅速很快，廠商都應了解並掌握整體商業生態系統的變遷，才能在瞬息萬變的經營環境中長久生存。

In today's business environment, a company can no longer fulfill all customers' needs alone. They need to work together to meet customers' requirements jointly. This study aims to explore key success factors, competitive advantages of Google and Apple for verifying their successful business ecosystem. The research method is the case study of two business ecosystems, which consist of mobile operators, handset manufacturers, mobile operating system providers, application software companies, content providers and other businesses. The study found that, though choosing different operation model, the ―closed‖ strategy from Apple and ―open‖ strategy from Google, both companies get excellent results. Their influence over the mobile communication industry has also increased. In addition, ―keystones‖ and ―niche players‖ in ecosystem who can use resources effectively, become the important ones of the system. I suggest that researchers make more dynamic studies in the future because business ecosystems change rapidly. Firms are advised to fully understand how business ecosystems are developed and catch the trend of changes, so that they can survive in this ever-changing business environment in the long run.