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研究生:陳玫秀
研究生(外文):Chen, Mei-Hsiu
論文名稱:封閉型軟體平台開發對智慧型手機產業結構之影響
論文名稱(外文):The Influence of Closed Software Platform Development on the Structure of Smart Phone Industry
指導教授:謝登隆謝登隆引用關係陳靜瑜陳靜瑜引用關係
指導教授(外文):Hsieh, Teng-LungCHEN, JING-YU
口試委員:徐俊明蔡麗如
口試委員(外文):SYU, JYUN-MINGCAI, LI-RU
口試日期:2013-06-03
學位類別:碩士
校院名稱:東海大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2013
畢業學年度:102
語文別:中文
論文頁數:67
中文關鍵詞:垂直整合產品差異化封閉型軟體平台
外文關鍵詞:Vertically IntegratedProduct DifferentiationClosed Software Platform
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有關智慧型手機之文獻裡,探討封閉型軟體平台所產生的效應到目前為止皆無著墨。近年來因iPhone的興起,造成封閉型軟體平台的熱烈討論,本文旨在探討封閉型軟體平台之開發對智慧型手機產業結構的影響。
本研究主要參考Buehler and Schmutzler(2008)、Milliou(2004)的文獻,試圖建構經濟數學模型,探討未垂直整合之下游廠商採取封閉型軟體平台開發,對垂直整合下游廠商的市占率、利潤、研發投入之影響;並討論市場規模擴大下,所產生的效果及其影響。另本文為便於認知上之辨識,故將垂直整合廠商又名為純硬體製造商,而未垂直整合下游廠商則為軟體開發商,以茲辨認。因此經模型推導分析後,在研發報酬遞減程度夠大的條件成立之下,本文結論如下:

1.軟體開發廠商進行封閉型軟體平台開發程度之提升,將導致最終財貨之硬體價格下降、關鍵零組件價格上升和減少純
硬體製造廠商降低成本的研發費用;同時造成純硬體製造廠商產量之減少與軟體開發廠商產量之增加,且兩者之差距會
有擴大效果。
2.軟體開發廠商進行封閉型軟體平台開發程度之提升,會使其產量增加,而迫使純硬體製造廠商的產量減少,且兩者間
增減之市占率呈倍數消長效果;且當產業特性之研發報酬遞減程度 愈大時,此現象愈明顯。
3.兩家軟體開發廠商進行封閉型軟體平台開發程度之提升,當一家開發程度相對高於另一家時,則前者市占率和利潤會
增加、後者市占率和利潤會減少;且當產業特性之研發報酬遞減程度 愈大時,此現象愈明顯。
4.當市場規模愈大,某軟體開發廠商進行封閉型軟體平台開發程度之提升,所引起其利潤增加的程度會愈大,且迫使另
一家軟體開發廠商和純硬體製造廠商的利潤下降幅度擴大。
Few researches have studies the effects of closed software platform of the smart phone industry. Recently, due to the rise of the iPhone, the closed software platform has been discussed fierily. This paper aims to explore the effect of closed software platform on the structure of smart phone industry.
In this study, based on Buehler and Schmutzler(2008)and Milliou(2004), we construct a mathematical model to explore market share, profit and R&D investment of vertically integrated downstream manufacturers when they adopt the closed software platform strategy. Furthermore, we discuss the impact of an enlarged market size on the industry. In our model, for simplicity, we refer the vertically integrated firm as the pure hardware manufacturer, and non-vertically integrated downstream firms as the software developers. We obtain the following conclusions when the degree of diminishing return of R&D is large:
1.The increasing development of closed software platform by the software developer
results in a decreased price of hardware, an increased price of critical parts and
reducing the pure hardware manufacturer invest in R & D. Meanwhile, the production of
the pure hardware manufacturer drops and that of the software developer increases.
2.The increasing development of closed software platform by the software developer
increases its production, but decreases the production of the pure hardware
manufacturer. We also observer a multiplier effect of market share changes between
the two companies. When the degree of diminishing return of R & D becomes greater,
this multiplier effect is more obvious.
3.When the two software manufacturers are both dedicated to the development of closed
software platform, the one with higher degree of development earns the bigger share
and profit in the market. This phenomenon is more obvious as the degree of
diminishing return of R & D becomes greater.
4.The larger scale of market is, the greater increase in profit of the software
developer that conducts close software platform development is observed. And, the
profits of the other software developer and the pure hardware manufacturer both
decrease.
表目錄.....................................................................v
圖目錄.....................................................................vi
第一章 緒論.................................................................1
第一節 研究背景與動機.......................................................1
第二節 研究目的............................................................4
第三節 研究架構............................................................8
第二章 文獻回顧..............................................................9
第一節 垂直整合之相關文獻....................................................9
2.1.1 垂直整合的定義.........................................................9
2.1.2 垂直整合的因素.........................................................10
2.1.3 垂直整合的類型.........................................................12
2.1.4 垂直整合的誘因理論基礎..................................................13
2.1.5 垂直整合之優缺點.......................................................16
第二節 產品差異化之相關文獻..................................................17
2.2.1 產品差異化產生的背景................................................17
2.2.2 產品差異化的定義...................................................18
2.2.3 產品差異化的測量方式──垂直差異 v.s 水平差異............................19
2.2.4 產品差異化策略.....................................................21
第三章 研究方法與模型設計......................................................24
第一節 模型假設及變數定義....................................................24
3.1.1 模型假設..........................................................24
3.1.2 模型變數定義.......................................................25
第二節 模型設計與架構........................................................26
第三節 模型均衡解之推導......................................................29
3.3.1 模型均衡解之推導過程.................................................29
3.3.2 模型均衡解之彙總....................................................34
第四章 模型經濟效益分析與探討....................................................35
第一節 封閉型軟體平台之開發程度對廠商之影響......................................35
4.1.1 封閉型軟體平台之開發對硬體產品定價與市場需求之影響........................36
4.1.2 封閉型軟體平台之開發對研發投入之影響 ....................................37
第二節 封閉型軟體平台之開發程度與各廠商市占率變動之關聯 ............................37
第三節 封閉型軟體平台對總體經濟影響之探討........................................40
第五章 理論模型之意涵與實際個案之探討.............................................43
第一節 智慧型手機市場簡介.....................................................43
第二節 實際個案探討..........................................................45
5.2.1 台灣產業變動........................................................45
5.2.2 全球市場需求........................................................46
5.2.3 三廠之產品售價及出貨量變化 ............................................48
5.2.4 軟體開發廠商之關鍵零組件費用變化........................................52
5.2.5 三廠之營收變化.......................................................53
第六章 結論與研究限制...........................................................56
第一節 學術探討..............................................................56
第二節 研究結果..............................................................60
第三節 未來研究建議...........................................................61
參考文獻......................................................................63

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