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研究生： 許嘉芳
Hsu, Chia-Fnag
論文名稱： 考慮跨側網路效應下兩競爭雙邊平台之增值服務與定價策略
Value-added service investment in two-sided platform competition with cross-side network effects
指導教授： 謝中奇
Hsieh, Chung-Chi
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業與資訊管理學系
Department of Industrial and Information Management
論文出版年： 2023
畢業學年度： 111
語文別： 中文
論文頁數： 87
中文關鍵詞： 第三方製造平台 、平台競爭 、雙邊平台 、網路效應 、增值服務
外文關鍵詞： Third-party manufacturing platform, platform competition, two-sided platform, network effects, value-added services
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    • 摘 要 I Extended Abstract II 誌 謝 VI 目 錄 VIII 表 目 錄 XI 圖 目 錄 XII 符號 XV 第一章 緒論 1 1.1研究背景與動機 1 1.2研究目的 3 1.3研究流程與架構 4 第二章 文獻探討 6 2.1第三方製造平台 6 2.2 雙邊平台的增值服務與定價 7 2.3 網路效應 8 2.4小結 9 第三章 模型建構 11 3.1問題描述與定義 11 3.2研究假設 13 3.3模型建構與說明 14 3.3.1模型一：兩平台皆不提供VAS 16 3.3.2模型二： 僅有平台A提供VAS 19 3.3.3模型三： 僅有平台B提供VAS 23 3.3.4模型四： 兩平台皆提供VAS 26 3.4 小結 29 第四章 數值分析 31 4.1 參數設定 31 4.1.1模型求解 32 4.1.2參數範圍 32 4.2 敏感度分析 33 4.2.1 供應商平台移動麻煩成本 t_s之敏感度分析 33 4.2.2 製造商平台移動麻煩成本 t_m之敏感度分析 36 4.2.3 跨側網路效應強度 β之敏感度分析 39 4.2.4 平台A的VAS成本係數 k_A之敏感度分析 42 4.2.5 平台B的VAS成本係數 k_B之敏感度分析 45 4.2.6 平台A使用者由VAS獲得的單位效用 λ_A之敏感度分析 49 4.2.7 平台B使用者由VAS獲得的單位效用 λ_B之敏感度分析 52 4.3 競爭策略之數值分析 56 4.3.1 情境一：F=0 且 λ_A< λ_B 56 4.3.2 情境二：F=0 且 λ_A> λ_B 58 4.3.3 情境三：F=0.025 且 λ_A< λ_B 60 4.3.4 情境四：F=0.025 且 λ_A> λ_B 64 4.3.5 情境五：F=0.05 且 λ_A< λ_B 67 4.3.6 情境六：F=0.05 且 λ_A> λ_B 69 4.4小結 71 第五章 結論與未來研究方向 73 5.1 結論 73 5.2 未來研究方向 74 參考文獻 76 附錄A 80 命題1求解過程： 80 命題2求解過程： 81 命題3求解過程： 83 命題4求解過程： 85

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