過去數十年來，五力競爭模型主導著產業分析，影響著企業的策略定位，然而，傳統的線性價值鏈逐漸被平台經濟模式取代，產業邊界逐漸模糊化，難以明確的定義與區分，越來越多企業選擇建立或轉型為平台型企業，進而發展為生態系統，因此，本研究的目的在於分析企業如何建構與鞏固生態系統，並透過分析騰訊音樂娛樂集團與KKBOX集團，驗證本研究提出之架構。

本研究提出的架構，分為「樞紐集團」、「核心平台」、「附屬平台」三個部分，結合Helfat與Raubitschek提出的動態能力觀點以及Jacobides等學者提出之生態系統特徵，描述生態系統的價值創造過程。架構是以樞紐集團的視角進行分析，樞紐集團的動態能力，使其可以快速掌握市場動態、進行創新並整合資源，進而提出或調整生態系統策略;核心平台則是生態系統競爭優勢的主要來源，樞紐集團透過建立與核心平台具互補性之附屬平台進而發展成為生態系統，並透過附屬平台強化平台間的連結以鞏固該生態系統。

Over the past few decades, the five-forces model has dominated industry analysis and influenced the strategic positioning of enterprises. However, the traditional linear value chain has gradually been replaced by the platform and the industrial boundaries have gradually become blurred, making it difficult to be defined and distinguished clearly. More and more companies choose to establish or transform into platform-based enterprises, and then develop into ecosystems.

In order to analyze how companies construct and consolidate ecosystems, this study develope the architecture which is divided into three parts: “Hub group”、 “Core platform” and “Affiliated platform”by combining the dynamic capabilities theory and the ecosystem characteristics,and then verify it by analyzing “Tencent Music Entertainment Group” and “KKBOX Group”.

The architecture is analyzed from the perspective of the Hub group. The dynamic capabilities of the Hub group enable it to quickly grasp market dynamics, innovate and integrate resources, and then adjust the ecosystem strategy. The Core platform is the main source of the competitive advantage of the ecosystem. The Hub group build an ecosystem through the establishment of Affiliated platforms that complement the Core platform, and strengthens the link between the platforms and the ecosystem.

謝辭 I
中文摘要 II
ABSTRACT III
目錄 IV
表次 VI
圖次 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 平台 5
第二節 平台的建構 13
第三節 生態系統 18
第四節 場景化 33
第五節 文獻小結 34
第三章 研究方法 35
第一節 研究方法 35
第二節 研究設計 39
第三節 觀念性架構 43
第四章 數位音樂產業介紹 49
第一節 全球數位音樂產業 49
第二節 中國數位音樂產業 56
第三節 台灣數位音樂產業 60
第五章 研究分析與討論 62
第一節 個案公司介紹 62
第二節 個案公司分析 78
第三節 研究發現 101
第六章 研究結論與建議 104
第一節 研究結論 104
第二節 研究貢獻 107
第三節 研究限制 108
第四節 研究建議 108
參考書目 109

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