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研究生:賴宜宗
研究生(外文):I-Tsung Lai
論文名稱:以價值網路探討行動商務營運模式
論文名稱(外文):The Business Model of Mobile Commerce from the Point of View of Value Networks
指導教授:張舜德張舜德引用關係
指導教授(外文):Shun-te Chang
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2007
畢業學年度:95
語文別:中文
論文頁數:90
中文關鍵詞:行動商務行動網路營運業者加值服務自有品牌客製化手機
外文關鍵詞:mobile commercemobile network operatorsvalue-added servicecustomized handsets
相關次數:
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近年來許多研究報告皆顯示行動商務已是莫可抵擋的趨勢。對個人而言,行動商務將帶來屏除時間空間限制的商務服務;對於企業,行動商務帶來的可能是機會,亦可能是威脅。同時電信通訊產業正在經歷劇烈的變化,但回顧國內行動商務相關文獻,對於行動商務的研究依然處於發展的階段,特別是缺乏整體性的理論架構,而台灣無論在裝置設備、政府亦或市場面皆具備行動商務之基石,但迄今卻尚未發展出如日本i-mode的成功商業模式。因此本研究冀望建立一研究行動商務產業之架構,以營運業者之加值服務與自有品牌客製化手機為例,分析行動商務之價值網路,最後提供行動網路營運業者之可行策略方向。
本研究透過學術文獻回顧,蒐集並探討行動商務、行動商務於價值鏈中之營運模式、價值網路分析,以及營運業者自有品牌之客製化手機之文獻,並建立發展背景、價值網路成員、網路促進與合約服務、服務之供應、基礎建設之運作,以及技術標準作為研究構面。接著根據次級資料整理、個案研究,分別探討NTT DoCoMo之錢包手機、KDDI au之GPS手機,以及中華電信之雙品牌客製化3G PDA手機等個案。
根據個案分析之結果,本研究對台灣的營運業者提出下列建議:
一、積極參與標準制定。
二、善用中介平台(Intermediator)優勢創造更多加值服務。
三、以積極的定價誘使消費者使用加值服務。
四、以合理拆帳模式培養應用內容和服務供應商。
五、提昇加值服務之安全性與個人隱私。
In recent years, a large volume of literature shows the great trend of mobile commerce. As to individual, mobile commerce service can get rid of the limits of time and space; To enterprises, mobile commerce is a chance, and also may be a threat. At the same time the telecommunication industry is undergoing a radical transformation, but review domestic and foreign relevant literature of mobile commerce, which is still under development, especially lacks a integrate framework. Even Taiwan is fitting the foundation stone of the equipment, government and market of mobile commerce, but still don’t develop success business model like i-mode so far. Therefore the research hopes to propose a framework, which use the value-added service and customized handsets as an example, to analyze the mobile commerce industry
Depended on literatures review and secondary data collection, the research proposes a framework containing background, the player of value networks, network promotion & contract management, service provisioning, infrastructure operation and technical standards to analyze.
Based on the findings, the research concludes that:
1. The operators need to participate in standardization process.
2. The operators must lever the advantage as an intermediator to create more value-added service.
3. The operators have to keep their price low to lead customers use value-added service.
4. The operators should use reasonable payment allocation to foster content providers and service prodders.
5. The operators need to raise safety and privacy concerns.
中文論文提要……………………………………………………………………I
英文論文提要…………………………………………………………………...II
目錄 III
圖次 VI
表次 VII
第一章 緒論 - 1 -
1.1 研究背景 - 1 -
1.2 研究動機 - 3 -
1.3 研究目的 - 4 -
1.4 章節結構 - 4 -
第二章 文獻探討 - 5 -
2.1 行動商務 - 5 -
2.1.1 行動商務之定義 - 5 -
2.1.2 行動商務之特性 - 6 -
2.1.3 行動商務之應用 - 8 -
2.1.4 行動商務之困境與挑戰 - 13 -
2.2 行動商務於價值鏈中之營運模式 - 20 -
2.3 價值網路 - 26 -
2.3.1 從價值鏈到價值網路 - 26 -
2.3.2 價值網路分析 - 28 -
2.4 營運業者自有品牌之客製化手機 - 34 -
2.4.1 客製化手機之分類 - 34 -
2.4.2 客製化手機之優勢 - 37 -
第三章 研究方法 - 38 -
3.1 研究方法 - 38 -
3.2 個案選取原則 - 39 -
3.3 研究構面 - 40 -
3.4 研究流程 - 42 -
第四章 個案分析 - 44 -
4.1 NTT DoCoMo之錢包手機 - 44 -
4.1.1 發展背景 - 44 -
4.1.2 網路成員 - 46 -
4.1.3 價值活動 - 51 -
4.1.4 技術標準 - 53 -
4.1.5 小結 - 55 -
4.2 KDDI au之GPS手機 - 57 -
4.2.1 發展背景 - 57 -
4.2.2 網路成員 - 58 -
4.2.3 價值活動 - 63 -
4.2.4 技術標準 - 67 -
4.2.5 小結 - 70 -
4.3 中華電信之雙品牌客製化3G PDA手機 - 73 -
4.3.1 發展背景 - 73 -
4.3.2 價值網路成員 - 73 -
4.3.3 價值活動 - 76 -
4.3.4 技術標準 - 81 -
4.3.5 小結 - 84 -
第五章 結論與建議 - 86 -
5.1 研究結論 - 86 -
5.2 研究限制 - 90 -
5.3 後續研究建議 - 90 -
參考文獻 - 91 -
一、中文部份
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二、英文部份
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6.Buellingen, F. and M. Woerter. (2004), "Development perspectives, firm strategies and applications in mobile commerce." Journal of Business Research 57(12): pp.1402-1408.
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10.Gordon, X. and A. G. Jairo. (2006), "An Exploratory Study of Killer Applications and Critical Success Factors in M-Commerce." Journal of Electronic Commerce in Organizations 4(3): p.63.
11.Helin, J. (2004), "Segmenting The Market: How Operators’ Branded Handsets Have Evolved" London, November 10-11, 2004.
12.Irvine, C., III (2001), "Emerging value propositions for M-commerce." Journal of Business Strategies 18(2): p.133.
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18.Lee, Y. E. and I. Benbasat(2003), "Interface design for mobile commerce", communications of the ACM, Vol.46, p.50.
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三、網路部份
1.Intelleigent times,http://www.itmag.org.tw/main/
2.IT IS智網,http://www.itis.org.tw/
3.資策會FIND,http://www.find.org.tw/find/home.aspx
4.數位之牆,http://www.digitalwall.com/
5.電信國家科技計畫,http://www.ntpo.org.tw/chi/news/industry.php
6.http://www.nttdocomo.co.jp/english/index.html
7.http://www.nttdocomo.com/
8.http://www.kddi.com/english/
9.http://www.au.kddi.com/ezweb/
10.http://www.dopodasia.com/global/tw/index.html
11.http://www.htc.com/tw/
12.http://www.idc.com.tw/default.asp
13.http://www.juniperresearch.com/index.php
14.http://www.topology.com.tw/tri/
15.http://www.emome.net/cgi-bin/MASP/jsp/emomeWeb/index.jsp
16.http://www.sony.com.tw/felica/felica1.asp
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