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系統識別號 U0026-2206201315333600
論文名稱(中文) 以顧客價值認知探討App商業模式與開發商利潤: 一系統動態法
論文名稱(英文) Exploring App Business Models and Developers’ Benefit in Terms of Customer Value Recognition: A System Dynamic Approach
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生(中文) 梁佑豪
研究生(英文) You-Hao Liang
學號 R46004021
學位類別 碩士
語文別 中文
論文頁數 98頁
口試委員 指導教授-葉桂珍
口試委員-張榮庭
口試委員-汪美香
中文關鍵字 App  商業模式  顧客價值認知  系統動態法 
英文關鍵字 App  Business Model  Customer Value  System Dynamic 
學科別分類
中文摘要 隨著行動商務風潮的崛起,有越來越多的行動應用軟體(以下簡稱為App)在各大平台的線上軟體商店出現。直至2012年底,Apple的線上軟體商店(App Store)已有超過六十萬種的App,顯示該市場勢必存在激烈的競爭。因此,除了產品設計外,開發商們也必須選擇適當的銷售策略來因應快速的市場變化。本篇論文歸納出三種基本的App商業模式:(1)收費模式(Premium Model);(2)廣告支持模式(Ad-Supported Model);(3)免費與增值模式(Freemium Model),並以系統動態法探討此三種App商業模式對開發商利潤的影響。
本研究以Camponovo and Pigneur (2003)的行動商務分析架構與Pagani(2008)的價值選擇模型為基礎,設計系統動態模型。Camponovo and Pigneur 以價值傳遞、關鍵顧客、主要活動、商業夥伴和收益流等建構描述行動商務市場參與者的商業模型;而Pagani的價值選擇模型,主要在評估3G行動服務的市場結果。本研究首先參考Camponovo and Pigneur (2003)的方法,建立行動應用軟體開發商的系統動態商業模型,接著導入Pagani(2008)的價值選擇觀念,並以暢銷App商品LINE為例,分別檢驗三種App商業模式的顧客購買意圖以及比較相對利潤,並以敏感度分析測試模擬結果是否會隨著不同參數設定而改變。最後結果發現,App開發商可以根據產品特性與市場區隔選擇不同商業模式,以達到最大利潤。
英文摘要 With the surging trend of mobile business, there are more and more mobile application software (App) launched in the online software store. Until the end of 2012, Apple’s online software store (App store) owned more than six hundred thousands of App. It appears that App market must exist fierce competition. Thus, in addition to product design, developers should also choose appropriate business model to respond rapid change of the market. This thesis attributes three basic App business models, and explore the impact of the three models on developers’ benefit in terms of system dynamic approach.
This research referred to the analytical framework of mobile business (Camponovo and Pigneur, 2003) and the value-choice model (Pagani, 2008) to design system dynamic model. Camponovo and Pigneur (2003) utilized the constructs including value proposition, key customers, the core activities, the business partners and the revenue flows to describe the business model of mobile market actors. And Pagani’s value-choice model can be used to evaluate the market responses of 3G mobile service. This research firstly referred to the Camponovo and Pigneur’s framework to establish system dynamic model of App developers’ business model. Then, the concept of value-choice model will be introduced into the model by using popular App, LINE, as an example to explore the customer purchase intention of three App business models and compare the relative benefits, respectively. Furthermore, sensitivities analysis were used to examine whether the simulation result changed with different parameter setting. Finally, this research found that App developers can determine their App business model based on product features and market segmentation to achieve maximum benefit.
論文目次 中文摘要 I
English Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 6
第四節 研究流程 6
第貳章 產業分析與文獻回顧 8
第一節 行動應用軟體產業背景介紹 8
第二節 商業模式分析文獻回顧 12
第三節 系統動態學文獻回顧 19
第參章 研究方法 25
第一節 研究架構 25
第二節 價值選擇模型與問卷設計 26
一、 價值選擇模型 26
二、 問卷設計 27
第三節 系統動態模型 35
一、系統動態學介紹 35
二、系統動態建模 36
第肆章 結果與討論 42
第一節 樣本資料統計 42
第二節 相關分析 49
第三節 多變量變異數分析(MANOVA) 51
第四節 羅吉斯迴歸分析 53
第五節 系統動態模擬結果 59
第六節 敏感度分析與結果 66
一、顧客價值敏感度分析 66
二、廣告與口碑影響敏感度分析 68
三、開發商支出敏感度分析 70
四、行動平台採用率敏感度分析 71
五、廣告模式利潤敏感度分析 74
第伍章 結論與建議 76
第一節 研究結論與管理意涵 76
第二節 研究貢獻 77
第三節 研究限制 78
第四節 未來研究方向與建議 78
參考文獻 80
附錄一 收費模式問卷 84
附錄二 廣告支持模式問卷 88
附錄三 免費增值模式問卷 92
附錄四 模型參數設定 96
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2011年八月份,數位時代,第207期。
2013年一月二十一號,商業週刊,第1316期。
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