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商业生态系统下厂商获利能力之分析:以iPhone供应商为例

【中文摘要】:自从第一代iPhone推出以来,人们对于智慧型手机的需求越来越高,除了比较硬体规格外,对于手机内容的充实性也越来越要求。智慧型手机也间接带动应用程式市场的兴盛,手机使用者开始下载应用程式到手机里,这样的改变使得厂商应加容易接近消费者,了解他们的需求。也正因为如此具发展潜力的前景,各家品牌商也如雨后春笋般出现,竞争的结果,几家欢乐几家愁,而这样的情形也延伸到供应商身上。
本研究发现iPhone供应链厂商彼此间的价值分配非常不均,品牌商苹果获取生态系统中绝大利润,而供应商因产品类别的不同,而获取不一的价值。苹果透过组成生态系统来稳定iPhone的製造、生产,且身为生态系统的整合者的苹果,其任何变动、决策都牵动着生态系统里所有的成员。然而生态系统的建立影响到各类别厂商所处的市场结构,市场结构又影响到厂商行为,最后导致厂商绩效的差异,

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例如重视智慧财产权及品牌行销的厂商,越能在供应链中获得较高的利润。厂商应该透过提高自身附加价值来移动自己在产业里的地位。同时,部分供应商历经

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了传统功能型手机及智慧型手机两个生态系统,生态的转移对于厂商的经济绩效反映在个体厂商的行为上,这些厂商透过调适,让自己更加容易融入于智慧型手机生态系统。此外,生态系统内存有互补性,为了创造生态系统的最大价值,厂商间彼此共同演化,彼此互补,将生态系统的效率提升到最大。最后,本研究的结论,列举部分的建议给予台湾的中小企业,希望透过专注自身的专业,提高自身的附加价值,开创新的事业,往更高境界迈进。
【英文摘要】:Since iPhone was presented in 2007, people have been willing to purchase a smartphone. The consumers not only concern about the hardware but the software inside. The demands of mobile appliances start to increase rapidly because of smartphone. Mobile users download appliances to their phones. Businesses can connect with consumers easily with it and understand what they want. Due to the potential prospects, more mobile vendors enter this market to occupy market share. The result is some win and some lose. This situation also can be found in suppliers.
In thesis, we find the iPhone value is distributed with an unequal way. Apple acquires the most part of the profit. The suppliers get different profit according to their product. Apple uses business ecosystem to maintain the manufacture of iPhone. As an integrated player in ecosystem, Apple plays an important role in leading the ecosystem. The ecosystem influences the market structure of suppliers. The firm’s conducts are followed with the market structure. Then, the profit is made by the conduct. Usually, the firms which pay attention on int

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elligent property right have good financial return. The individual should increase add-value to move to high profit position. Also, the firms’ performance will change by crossing two ecosystems. The complement is emphasized in this thesis. At the end, we give some suggestions to SMEs in Taiwan in order to help them to create add-value and attain higher performance than before.
【参考文献】:

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  • 网站部分
  • http://www.moneydj.com/kmdj/opinion/OpinionViewer.aspx?a=08cdeb86-faf0-45ff-9911-755e774ccbf3
  • http://www.moneydj.com/hotproduct/html/pa21-2.html
  • http://money.udn.com/report/storypage.jsp?f_ART_ID=255914
  • https://www.apple.com/supplier-responsibility/
  • http://hi.baidu.com/0553nbfix/item/348b2f30ed47b118ceb9fecb
  • http://www.cebit.tw/
  • http://www.taiwan.ahk.de/cn/trade-fairs/trade-fair-calendar/details/events/ifa-internationale-funkausstellung/?cHash=682380aa9bbd036ce96a51f2b5e121df
  • 来源:中山大学;作者:吴建佑
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