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    Title: Google競爭策略演進分析 : 以智慧型手機作業平臺為例
    Other Titles: Competitive strategy analysis on Google : the case of smart phone systems
    Authors: 呂佳翰;Lu, Chia-Han
    Contributors: 淡江大學資訊傳播學系碩士班
    劉慧娟;Liu, Huichuan
    Keywords: 競爭策略;智慧手機;競合策略;Competitive Strategy;Google;Smart phone;Android;Co-opetition
    Date: 2011
    Issue Date: 2011-12-28 18:42:34 (UTC+8)
    Abstract: 智慧型手機迅速發展,改變了傳統電信產業的營運模式,Google所領導的Android智慧手機平台在短短3年間就搶下市佔率龍頭,讓其它智慧型手機平台望其項背,這歸功於Google的競爭策略,因此本研究主要探討的問題是:
    1. Google 從成立至今,競爭策略的演進過程為何?
    2. Google的智慧型手機作業平台Android競爭策略為何?
    本研究以個案研究為研究方法,透過文獻研究、次級資料分析與深入訪談分析Google競爭策略的演進過程與Android智慧手機作業平台的競爭策略。
    本研究透過營運範疇的界定與調整、核心資源的創造與累積、事業網路的建構與強化這三個構面分別分析Google搜尋引擎、多元網路服務與行動通訊三個不同的時期,檢視出Google競爭策略的演進過程,再透過強調合作共創雙贏的競合理論來進一步分析Android智慧手機作業平台,剖析Android迅速成為智慧型手機作業平台市占率龍頭的競爭策略。
    研究結果顯示,Google憑藉豐富的核心資源,提供多元的網路服務,也利用此優勢跨足行動通訊產業; Android作業平台則是強調合作的精神,改變行動通訊產業結構,成為目前市佔率最高的智慧手機作業平台。
    The explosive development of smart phone systems in recent years has changed business models of the telecommunication industry. In merely three years, benefitted from its successful implementation of competitive strategies, Google’s Android system has grabbed the largest market share among smart phone systems. This study aims at exploring the competitive strategies of Google’s Android system through tracing back the evolutionary process of Google’s competitive strategies. Data collection methods mainly include secondary literature reviews and in-depth interviews.

    Research results indicate that with abundant core resources and diverse web services Google successfully enters into mobile telecommunication industry. It is coopetition rather than competition that makes Google’s Android system gains comparative advantages and excels in the highly competitive market.
    Appears in Collections:[資訊傳播學系暨研究所] 學位論文

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