動態平台策略

Abstract

在擁有多項產品且該多項產品有著共同相關技術的高科技公司中，平台架構已被採用成新產品開發設計及面對不斷成長、改變之新市場應用的基礎。在本篇論文中，首先我們在平台策略動態過程的情境架構中提出兩個管理架構來整合定位(positioning)、能力(competencies)及能力取得(acquisitions)這三個策略構面。在此所建議的整合方法即是平台-市場矩陣(Platform-Market Matrix)以及市場應用-平台-能力矩陣(APC Matrix)。藉此，公司能快速地在適當的情境設定中選擇所需的活動模式或平台策略及其平台支援策略。 其次，我們採用動態的觀點來分析平台策略的活動及這些活動間的關係，最後並提出平台策略的成功方程式。在此所提出的成功方程式是一個正向回饋迴圈(positive feedback loop)，該迴圈能呈現如何槓桿利用(leverage)平台特定能力(platform-specific competencies)並經由平台為主的活動(platform-based activities)來傳送競爭優勢。接著這些競爭優勢又能產生利潤並因此能再投資於培養未來的平台特定能力。當公司維持這樣的迴圈於正向的方向時，該成功方程式將會使得公司持續地降低產品創造和實現的成本、更快速地在市場上推出新產品、並創造更多樣化的產品。最後我們針對平台策略發展了一個代數陳述式(algebraic expression)來描述平台為主的活動間的配適(fit)會影響平台的成功與否。

Platform architectures are being adopted as the basis for new product designs in a growing number of market applications, especially in high-technology companies that have multiple products related by common technology. In this dissertation, we present two management frameworks to integrate positioning, competencies, and acquisitions in the context of a dynamic process of platform strategy. The integration methods suggested are the platform-market matrix and applications-platforms-competencies (APC) matrix. With these proposed frameworks a company can quickly choose the action modes or platform strategies in an appropriate setting as well as its supporting strategies. Besides, we adopt a dynamic view to analyze activities of a platform strategy and relations among these activities and finally present a successful formula for platform strategy. The successful formula suggested here is a positive feedback loop that shows how platform-specific competencies are leveraged via platform-based activities to deliver competitive advantages. These competitive advantages can be leveraged to result in profitability and reinvested to nurture platform-specific competencies in the future. When keep the loop working in the upward direction, this successful formula will enable firms to lower costs of product creation and realization, introduce technologically improved products more rapidly, bring new products to market more quickly, and create greater product variety. Finally, we develop an algebraic expression for platform strategy to describe ways in which the strategic fit among platform-based activities can affect the platform success.