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題名:系統產品之架構競爭與擴散機--以無線通訊系統為例
作者:洪嘉良 引用關係
作者(外文):Hung, Chia-Liang
校院名稱:國立臺灣大學
系所名稱:商學研究所
指導教授:江炯聰
學位類別:博士
出版日期:2000
主題關鍵詞:架構擴散無線系統網路外部性ArchitectureDiffusionWireless SystemNetwork Externality
原始連結:連回原系統網址new window
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本研究的主要目的在探討高度關連性系統產品的標準競爭與擴散機制,從過去的電信、電視、網際網路等系統,發展出系統擴散動力的分析架構,並以目前變化快速的無線通訊系統作為實証個案,包括GSM、CDMA、WAP、i-mode、PAN等。本研究以四個分類準則建立一套系統擴散動力的分析架構─資訊來源、終端運算能力、及傳輸層的閘道與最後一段距離的連線等,並配合多媒體數位匯流的產業價值層─內容、包裝、運算、傳輸、終端設備等,而區別不同系統的可能擴散動力來源。本研究發現,當系統傳輸層的閘道與最後一段連線均已標準化或開放連線時,對於外來資訊伺服為主的網路系統,其擴散動力的來源傾向於內容、包裝廠商;反之,對於具有較高運算能力、自發性資訊來源的系統而言,則主要的擴散動力來自終端設備廠商。相對地,當系統傳輸層的閘道或最後一段連線尚未標準化或開放連線時,則擴散動力著重在傳輸服務廠商,此時對於終端運算能力較弱,且以外來資訊伺服為主的應用系統,則須系服務廠商提供整合性的資訊服務;反之,若對於終端運算能力較強,且最後一段距離的連線成本越低的應用系統,則系統的擴散動力傾向於運算軟體與終端設備廠商。本研究並進行個案驗証,發現GSM、CDMA、WAP、i-mode等系統的擴散動力均落於傳輸服務廠商,特別是後兩者的低終端運算能力及外來資訊伺服的應用系統特性,至於PAN系統的擴散則著重在終端設備與運算廠商。然而因GSM系統的擴散速率卻高於CDMA系統,i-mode協定亦高於WAP協定,本研究進一步發現某些制度環境的影響因素,包括產業的集中度、第三團體對標準實施的強制力、既有的標準化互補資產、與系統的安裝成本等。當產業的集中度越大,則可能具較大的經濟規模、較少次數的溝通成本、以及較高的系統設備採購的談判優勢,而以較低的市場交易成本完成新系統的安裝;若較具強制力的第三團體,則可增加採用者的期望;當存在較多相容的互補資產,則可降低系統轉換的成本,增加採用的誘因;若較低安裝成本,將可增加更多的參與者,而擴大系統的安裝基礎。因CDMA與WAP缺乏有利的制度環境因素,故延遲系統的擴散。至於PAN系統則以較低安裝成本,以及相容的遠距傳輸與終端設備之互補資產,將比前述四種通訊標準具備更快速地的安裝效率,由分散各地的終端設備,由下而上地擴散。同時本研究並初探高度關連性系統的標準制定團體,而發現缺乏絕對優勢廠商下的事前協商程序,常與事後市場標準互相分歧,因此本文綜合系統的擴散動力來源、產業的制度環境,而針對無線通訊產業中影響標準發展最重要的系統設備、與服務廠商,分別提出相關的標準擴散與採用策略。本研究的最大貢獻在於提出一套系統擴散的分析架構,並以交易成本與制度演化的觀點,發展出廠商之間的競合策略,以利於掌握市場標準發展的影響力與利潤的適享性。
The purpose of this thesis is to elaborate the relevant competition mechanisms of system architecture. The main achievement of this study is developing a typological framework for identifying the driving forces of the diffusion of networked systems as the wireless communication system. The framework first classifies the networked systems by two criteria, the end-user computing and the information source, into the client-server mode or the end-to-end one, and then measures the degree of standardization for transmission, including the gateway and the last-mile, to identify the possible driving forces. More standardized transmission is, more critical to the content providers are, no matter their service modes are. Otherwise the more integrated transmission services are needed for the client-server mode as well as the terminal venders for the end-to-end mode. After classification, this research further specifies the competitive governance structures by the transaction cost approach for the systems with different service modes and different degree of standardization, and develops the strategic decision trees from the standpoints of the system operators and the system equipment venders respectively in an era of evolutionary standards. Finally, this thesis also strives to explore the competition mechanism of the coordinated standard consortia. The surprising finding is that any ex ante claims for de jure standards unexpectedly had evolved into de facto ones eroded by ex post proprietary interventions of the activists even through a legitimate process. The irony may be resulted from some institutional factors amplified the deviation between ex ante and ex post. More concentrated market, more compatible complementary assets, and a powerful third party may remove the stagger of the enforcement of de jure protocols. In the conclusion, some relevant academic contributions of this research are discussed, such as the system-level analysis to transaction-cost organization theory, the evolutionary process to institution economics, and the multi-stage interactions to diffusion theory.
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