臺灣博碩士論文加值系統

本論文分析微軟如何從個人電腦市場跨足到資訊設備的策略：微軟藉由作業系統與軟、硬體合作廠商共同制定產業標準，與市場主導者競爭。本論文分析的範疇包括個人數位助理、家庭遊戲機、與智慧型手機。本論文旨在分析微軟與競爭的作業系統商，如何利用相容與否的策略，增加市場佔有率。本論文以靜態賽局模型，求取微軟及競爭作業系統商，採取相容與否及跨業整合與否策略的奈許均衡解。
研究發現，微軟的主導性策略，為採取與對手合作廠商相容的策略，以取得對手合作廠商的研發資源與顧客群，且微軟會以.NET的策略，發展跨三個市場的平台，以增加整合的效益。與微軟競爭的三家作業系統商，會採不相容的策略，以限制微軟取得合作廠商的資源，且三個廠商只有在轉換成本小於微軟.NET的整合效益下，才會選擇整合成一家公司。在研究假設的限制下，市場先行者的網路效益大於微軟.NET的整合效益加上相容策略的效益，故三家作業系統商的市場佔有率較微軟大。

Microsoft has recently been involed in the markets of personal information equipmen. This thesis aims to analyze how Microsoft utilizes its operating system to make the industrial standard with hardware and software allies in these brand new markets. The scope of the markets defined in this thesis is personal digital assistant (PDA), console game player, and smartphone. Using, the game theoretic model, this study focuses on the compatibility strategies Microsoft and its counterparts adopt to maximize their respective market share, and solves the Nash Equilibrium under the condition that whether or not Microsoft and its competitors adopt the compatibility and the cross-market integration strategies .
The model found out that Microsoft’s dominant strategy is to be compatible, in order to get the opponents’ resources and customers. Microsoft would also adopt .NET strategy to gain the integration effects. Meanwhile, the three competitors would adopt the incompatible strategy to avoid Microsoft’s take-oever of their network effects.. They would also form an alliance, if and only if, the switching cost is lower than the integration effect, Provided the assumptions made in this thesis are held, the network effects of first mover would be greater than the the integration effects of .NET strategy plus the compatiblity effects, which results a larger market share of the three competitors than that of Microsoft.

論文口試委員審定書
授權書
中文摘要
英文摘要
致謝
目錄
表目錄
圖目錄
第壹章、序論
1.1 研究背景
1.2 研究動機及目的
1.3 研究問題
1.4 研究範圍
1.5 研究流程
第貳章、文獻探討
2.1 資訊家電產業的分類
2.1.1何謂資訊家電？
2.1.2各式IA產品發展概況
2.2微軟發展歷史
2.2.1微軟在個人電腦市場的發展史
2.2.2微軟.NET的意義與內涵
2.2.3微軟.NET所推出的作業系統
2.3網路外部性的相關文獻
2.3.1網路外部性簡介
2.3.2網路外部性的類型
2.3.3轉換成本與套牢現象
2.3.4網路效應與科技創新
2.4網路模型概述
2.4.1電腦產業相容定義
2.4.2電腦產業的網路外部性
2.4.3雙佔市場銷售不同品牌給異類性顧客
2.4.4市場先行者的優勢
2.4.5市場佔有率與競爭地位
第參章 研究方法
3.1 相容的定義
3.2 雙佔市場的賽局模型
3.2.1賽局模型的建立
表3.1、變數符號表
第肆章 三個市場的產業分析
4.1 PDA市場概況分析
4.2 家庭遊戲機市場概況分析
4.3 智慧型手機市場概況分析
4.4 .NET策略分析
表4.1、2002年三產業產值比較表
4.4.1 P1解
4.4.2 P2解
4.4.3 P3解
4.4.4 P4解
4.4.5 P5解
4.4.6 P6解
4.4.7 P7解
4.4.8 P8解
4.4.9 P9解
4.4.10 P10解
4.4.11 P11解
4.4.12 P12解
4.4.13 P13解
4.4.14 P14解
4.4.15 P15解
4.4.16 P16解
4.4.17小結
4.5 微軟.NET與三家廠商集合的競爭策略
第伍章 結論與分析建議
5.1賽局分析
表5.1、賽局分析表
表5.2、微軟與作業系統的市佔率比較
5.2研究發現
5.3研究的特色與貢獻
5.4研究限制
5.5後續研究方向建議
附錄、參考文獻

一、 英文文獻
1. Brian, W.(1996), “Increasing Returns and the New World of Business”, HARVARD BUSINESS REVIEW, July-August 1996
2. Edison, T. (2002), “Grabber-holder dynamics and network effect in technology innovation,” Journal of Economic Dynamic & Control 26 2002, pp. 1721-1738
3. Grindley, P. (1995), Standards Strategy and Policy: Cases and Stories, Oxford University Press.
4. Heli, K.(1999), “The implications of network use, production network externalities and public networking prgrammes for firms productivity,” Research Policy 28(1999) pp.423-439
5. Hamel, C. & Prahalad, K.(1), Competing for the Future, HARVARD BUSINESS SCHOOL PRESS.
6. Katz, M. L. & Shapiro, C. (1985), "Network Externalities, Competition and Compatibility," American Economic Review, Vol. 75, No. 3, pp. 424-440.
7. Katz, M. L. & Shapiro, C. (1994), "Systems Competition and Network Effects," Journal of Economic Perspectives, Vol. 8, No. 2, pp. 93-115.
8. Kevin, K(1998）, New rules for the world economy: 10 radical strategies for a connected world, Brockman, Inc..
9. Luca, L. & Raimondello, O.(2001), “Network externalities and the overprovision of quality by a monopolist,” Southern Economic Journal 2001, 67(4), pp.969-982
10. Lambkin, Mary(1988), “Order of Entry and Performance in New Markets,”Strategic Management Journal, 9(Summer), 127-40.
11. Robert, K. and Yu-Ming, W.(2002), “The Network Externalities Hypothesisand Comprtitive Network Growth,” Journal of organization computing 26 2002, P.59-83
12. Robinson, T. &Fornell, C.(1985), “Sources of Market Pioneer Advantages in Consumer Goods Industries, ” Journal of Marketing Research, 22(Auguest), 305-17
13. Robinson, T. (1988), “Sources of Market Pioneer Advantages: The Case of the First Plant by Analysis of Sophisticated Rivalry, ”Bell Journal of Economics, 10(Autumn), 412-28
14. Rohlfs, J. (1974) “A Theory of Interdependent Demand for a Communications Service,” Bell Journal of Economics, 5(Spring), 16─37
15. Roger A. & Kerin, P.(1992),”First-Mover Advantage：A Synthesis, Conceptual Framework, and Research Propositions,” Journal of Marketing, 1992, Vol. 56, pp.33-52
16. Shapiro, C. & Varian, H. (1999), Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press, Boston, Massachusetts.
17. Shy, O.( 2001), The Economics of Network Industries. Cambridge university press.
18. Von Hippel, Eric(1984), “Appropriability of Innovation Benefit as a Predictor of the Functional Locus of Innovation,”Working Paper #1084-79, Massachusetts Institute of Technology.
二、 中文文獻
1. Avinash, D. & Susan, S.著(2002)。策略的賽局(藍兆杰、徐偉傑、陳怡君 譯)。台北：弘智出版社。
2. David M.Kreps著(1996)，賽局理論與經濟模型(鄧方 譯)。台北：五南出版社。
三、 網站資料
1. 2003科技投資網對於PDA的分類(http://www.2300.com.tw/column/ShowContent.asp?contentid=8787)
2. 2003科技投資網-Garnter修正Q3 PDA出貨統計
(http://www.2300.com.tw/tech/details.asp?class=1&id=27696)
3.個人電腦發展簡史表
(http://www.lzu.edu.cn/netteach/dncz/jbyl/lszl/dsnb.htm)
4. PC是怎樣煉成的？（附多圖）（上）
(http://www.ccw.com.cn/htm/work/zl/xiaocao/02_7_22_3.asp)
5.PC之路：風雲兼程20年
(http://www.ccw.com.cn/htm/work/zl/xiaocao/02_7_22_2.asp)
6.PC發展史上25個重要時刻
(http://www.ccw.com.cn/htm/produ/topic/01_7_19_12.asp)
7.PC歷史上3個OS
(http://www.ccw.com.cn/htm/produ/topic/01_7_19_9.asp)
8. 沒有Microsoft的Office
(http://patlab.digitimes.com.tw/extract/extract.asp?extid=66&gid=28)
9. 挽救台灣的最後英雄 - 嵌入式系統的發展
(http://playstation2.idv.tw/iacolumns/jl000009.html)
10. 電子時報-新世紀遊戲機爭霸戰系列（一）遊戲機三十年爭霸風雲
(http://www.digitimes.com.tw)
11. 電子商務的新經濟學特性
(http://www.cqinc.com.tw/grandsoft/cm/077/amc771.htm)