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研究生:周志龍
研究生(外文):Chih-Lung Chou
論文名稱:台灣網路產業資源內涵、資源特性與成長策略之個案研究
論文名稱(外文):A Case Study of Resource Types、Resource Characteristics and Growth Strategy in Taiwan’s Internet Industry
指導教授:陳志遠
指導教授(外文):Chih-Yuan Chen
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:205
中文關鍵詞:資源基礎資源內涵資源特性成長策略網路公司網路公司分類
外文關鍵詞:Resource-Based ViewResource TypesResource CharacteristicsGrowth StrategyInternet CompanyInternet Industry classification
相關次數:
  • 被引用被引用:14
  • 點閱點閱:272
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
摘要
網路產業雖然對於人類的生活形態、商業活動等都有相當關鍵性的影響,但是目前全球網路公司在經營上卻面臨相當著相當的困境與挑戰。本研究採行探索性的個案研究法,以九家台灣網路公司為研究對象,發展創新的產業分類方式作為分析架構,以產品與市場為構面將網路公司之定位重新分類整理,再以資源基礎觀點探究各個區隔中網路公司的資源內涵、資源特性與成長策略之關係,並且進行比較分析,藉此發展出網路產業經營策略相關之命題與觀察發現。
本研究經由個案之比較分析所發展之命題為:
1.提供功能形式商品(服務)並服務於大眾市場之網路公司,最關鍵之資源為:財務資源、技術能力與產業實務經驗。
2.提供功能形式商品並服務於大眾市場之網路公司,在開發新業務時,若所擁有之技術能力具專屬性,才會採用混合發展的成長策略。
3.提供資料形式商品並服務於大眾與中度市場之網路公司,最關鍵之資源為:豐富的財務資源或者本身即擁有自行生產資料內容的能力。
4.提供資料形式商品並服務於大眾市場之網路公司,若本身不具生產資料內容之能力,則會採行混合發展的成長策略。
5.提供實體商品銷售之網路公司,最關鍵的資源為:具有可撥用性的顧客基礎(流量)或特殊的經營模式或行銷能力。
本研究之命題與實務觀察發現,可以提供企業界與學術界參考,有助於網路公司思考其關鍵之資源內涵、資源特性與成長策略決策之制訂。
ABSTRACT
Although the internet industry has key impact of human’s life style and business activities nowadays, internet companies worldwide face tremendous challenge in business operating. This study uses exploratory research method to study nine internet companies in Taiwan, and develops a whole new industry classification method as the analysis framework. Then, reclassifying internet companies’ position by using dimensions of product type and market scope. This study further explores the relationship between resource types, resource characteristics and growth strategy in each category of internet companies by using resource-based view. Then, developing propositions and findings about internet industry business strategy by undertaking comparison and analysis.
By comparing the nine cases, this study develops propositions as follows:
1.The key resources are financial resources, technology and industry practical experience for internet companies which provide functional-type products (service) and operate in mass market.
2.The second proposition targets on internet companies which provide functional-type products (service) and operate in mass market. When they develop new business, they would use mixed development growth strategy if their technology resources have specificity.
3.For the internet companies that provide date-type products and operate in mass market and intermediary market, this study develop the third proposition. Their key resources are plentiful financial resources or the ability to produce content of data by themselve.
4.If the internet companies which provide date-type products and operate in mass market do not have the ability to produce the content of date, they would use mixed development strategy to growth.
5.The internet companies which provide real products need to obtain at least one of the three following key resources: customer-based appropriability, unique business model or marketing ability.
The propositions and findings made from practical observation by this study can offer some suggestions for this industry and for further academic research. It is helpful for Internet companies which considerate the key resource types, resource characteristics and growth strategy formulation to build competitive advantage.
第壹章 緒論…………………………………………………………………1
第一節 研究背景與研究動機………………………………………………1
第二節 研究目的與章節結構………………………………………………3
第貳章 文獻探討……………………………………………………………5
第一節 網路產業之營運範疇與分類………………………………………5
第二節 資源基礎理論………………………………………………………27
第三節 企業成長策略………………………………………………………47
第參章 研究設計……………………………………………………………56
第一節 研究架構與研究變項說明…………………………………………56
第二節 研究方法……………………………………………………………60
第三節 個案廠商選擇………………………………………………………63
第四節 資料蒐集……………………………………………………………69
第五節 研究限制……………………………………………………………70
第肆章 個案描述……………………………………………………………71
第一節 中華電信數據通信分公司…………………………………………71
第二節 數位聯合電信股份有限公司………………………………………81
第三節 力傳資訊股份有限公司……………………………………………92
第四節 博客來數位科技股份有限公司…………………………………103
第五節 易遊網股份有限公司……………………………………………112
第六節 蕃薯藤數位科技股份有限公司…………………………………123
第七節 八足資訊網路股份有限公司……………………………………135
第八節 智富網科技股份有限公司………………………………………145
第九節 中時網路科技公司………………………………………………156
第伍章 個案分析與命題發展……………………………………………168
第一節 個案公司比較分析………………………………………………168
第二節 命題發展…………………………………………………………185
第三節 其他觀察…………………………………………………………189
第陸章 結論與建議………………………………………………………193
第一節 結論與貢獻………………………………………………………193
第二節 後續研究方向與對網路公司之建議……………………………195
參考資料……………………………………………………………………199
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