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研究生:陳杏媛
研究生(外文):Hsin-Yuan Chen
論文名稱:在雲端市場之競合分析
指導教授:王弓王弓引用關係鄭有為鄭有為引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:高階主管企管碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:46
中文關鍵詞:雲端
外文關鍵詞:cloud
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Amazon在2006年即投入雲端產業,迄今仍大幅領先競爭者,除了較早進入市場的先發優勢外,其價格、商業模式及經營策略亦扮演重要角色。Amazon的各項服務,常和競爭者處於微妙的競合狀態。零售商、品牌既有自建的官網,也在Amazon上開店,使用Amazon物流系統、倉儲設備,甚至雲端空間(Amazon AWS) [1],競合已成為其商業模式的一環。其在發展過程中時常扮演基石(Keystone)角色[2],採取平台策略,對其所在的生態系統採取“雙贏”的態度,以客戶的利益為優先,不單將自己的利益最大化,是以能吸引許多開發者在其平台上開發新功能,使其平台更趨完善進而吸引更多使用者形成正向循環。雲端產業是需要龐大投資的高科技產業,一家公司很難單打獨鬥來發展所有技術。在競爭激烈的市場中比的是如何增加附加價值,因此整合第三方開發者所創建的功能,使自己的雲端平台功能更強大的能力非常重要。本論文藉由Amazon AWS與VMware之間的競合關係來探討Amazon AWS如何在既合作又競爭的環境下在雲端產業中創造及擷取價值。
Amazon, which was in the cloud industry in the 2006, is still a big contender, and has an important role to play in pricing, business models and business strategies in addition to the early market advantages. Amazon's services are often in a delicate state of competition with competitors. Retailers, brands both have their own official website, and also open stores in Amazon, using Amazon Logistics systems, storage equipment, and even cloud space (Amazon AWS), the competition has become a part of its business model. It often plays a keystone in the development process, adopt platform strategy, take the "win-win" attitude to its ecosystem, give priority to customers ' benefit, not only maximize their own interests, but can attract many developers to develop new functions on their platform. Make its platform more perfect and attract more users to form a forward loop. The cloud industry is a high-tech industry that needs huge investments, and it's hard for a company to go solo to develop all the technology. The ability to consolidate the functionality created by Third-party developers and make their cloud platforms more powerful is important in a highly competitive marketplace than how to add additional value. This paper explores how Amazon AWS creates and retrieves value in the cloud industry in a cooperative and competitive environment, with the competing relationship between Amazon AWS and VMware
第一章 緒論 1
第一節、研究背景與目的 1
第二節、研究方法 2
第三節、研究限制 2
第四節、論文架構 3
第二章 文獻回顧 4
第一節、價值網 4
第二節、競合策略 5
第三節、商業生態系統 7
第三章 雲端運算產業現況分析 8
第一節、雲端運算之定義 8
第二節、雲端運算市場分析 10
1) 公有雲 11
2) 私有雲 16
3) 混合雲 18
第四章AMAZON AWS 競合策略分析 21
第一節AMAZON AWS個案介紹 21
第二節VMWARE個案介紹 24
第三節AMAZON AWS & VMWARE之競合 26
1) VMware Cloud on AWS概述 26
2) VMware Cloud on AWS vs Microsoft Azure 27
3) 競合誘因 27
4) 競合效益 28
5) 雙方競合對市場影響 32
第五章 結論與建議 34
第一節、研究結論 34
第二節、對廠商策略之建議 35
參考文獻 37
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[2] C. STAMFORD, "Gartner Says Worldwide Public Cloud Services Market to Grow 18 Percent in 2017," ed, 2017.
[3] C. Harvey. (2017). Private Cloud Computing Providers. Available: https://www.datamation.com/cloud-computing/private-cloud-providers.html
[4] Compare Microsoft vs VMware in Virtualization of x86 Server Infrastructure
https://www.gartner.com/reviews/market/x86-server-virtualization-infrastructure/compare/microsoft-vs-vmware
[5] D. R. Gnyawali and B.-J. R. Park, "Co-opetition between giants: Collaboration with competitors for technological innovation," Research Policy, vol. 40, no. 5, pp. 650-663, 2011.
[6] G. Rama. (2017). Microsoft and Google Surge in Cloud, But They Still Can't Catch AWS. Available: https://awsinsider.net/articles/2017/11/02/microsoft-google-cant-catch-aws.aspx
[7] G. H. Y. L. D. C. K. Prahalad, "當對手變夥伴" 2005.
[8] J. Zhang and G. V. Frazier, "Strategic alliance via co-opetition: Supply chain partnership with a competitor," Decision Support Systems, vol. 51, no. 4, pp. 853-863, 2011.
[9] Marketline, "COMPANY PROFILE Amazon.com, Inc.," Marketline2017/08/18 2017.
[10] Marketline, "COMPANY PROFILE Microsoft Corporation," 25 Jul 2017 2017.
[11] Marketline, "COMPANY PROFILE VMware, Inc.," marketline5 Jun 2015 2015.
[12] M. Iansiti and R. Levien, The keystone advantage: what the new dynamics of business ecosystems mean for strategy, innovation, and sustainability. Harvard Business Press, 2004.
[13] N. Arranz and J. C. F. de Arroyabe, "The choice of partners in R&D cooperation: An empirical analysis of Spanish firms," Technovation, vol. 28, no. 1-2, pp. 88-100, 2008.
[14] P. Mell and T. Grance, "The NIST definition of cloud computing," 2011.
[15] P. Rajagopal. (2017). Microsoft Will Dominate The Hybrid Cloud Market. Available: https://seekingalpha.com/article/4070593-microsoft-will-dominate-hybrid-cloud-market
[16] P. Ritala, "Coopetition strategy–when is it successful? Empirical evidence on innovation and market performance," British Journal of Management, vol. 23, no. 3, pp. 307-324, 2012.
[17] P. Ritala, A. Golnam, and A. Wegmann, "Coopetition-based business models: The case of Amazon. com," Industrial Marketing Management, vol. 43, no. 2, pp. 236-249, 2014.

[18] T. Economist. (2017, Mar 25th 2017) Amazon, the world’s most remarkable firm, is just getting started. The Economist.
[19] T. Isckia, "Amazon's evolving ecosystem: A cyber‐bookstore and Application Service Provider," Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, vol. 26, no. 4, pp. 332-343, 2009.
[20] VMware, "VMware Reports Fiscal 2018 Third Quarter Results," 2018, Available: http://s2.q4cdn.com/112802898/files/doc_financials/2018/Q3/VMW-Reports-Q3-FY18-Results.pdf.
[21] Wikipedia. (2017). Google Cloud Platform. Available: https://en.wikipedia.org/wiki/Google_Cloud_Platform
[22] Wikipedia. (2017). Microsoft Azure. Available: https://en.wikipedia.org/wiki/Microsoft_Azure
[23] 商業生態系統:超越產業疆界的競爭
https://www.hbrtaiwan.com/article_content_AR0002281.html
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