即時通訊軟體的誕生對我們的生活帶來很重要的轉變，讓人與人之間的交流不再受到時間和地點的限制，能夠更迅速且有效地溝通。而隨著越來越多即時通訊軟體出現，促使著企業開始思考如何在競爭中脫穎而出，開創出新的商業模式。LINE為日本開發之即時通訊軟體，2011年以平台的形式出現，當基礎穩固後拓展服務至不同的領域，形成多元的生態系統。LINE為了實現企業願景——「Closing the distance」，至今在台灣開創了六大生態系統，而本研究聚焦於LINE的娛樂內容生態系，探討其建構過程及發展脈絡，如何達到價值共創。在建構生態系統的最初，LINE提出價值主張吸引利害關係人加入，也設計治理機制維持生態圈的穩定性，透過合作夥伴的互動協作，達到共創個體及集體價值，一同打造共生共榮的生態系統。因此，本研究主要在探討「LINE」建構娛樂內容生態系統之歷程，並分析其與利害關係人之互動協作，且透過資源的互補達到價值共創。
本研究採用質性研究方法中的單一個案研究法，並以「LINE」作為研究對象，透過「生態系統」與「價值共創」之理論觀點，來分析個案之背景脈絡以及發展歷程，並結合理論，深入探討LINE娛樂內容生態系如何與利害關係人互動協作，進而共創價值。
最終本研究發現，企業在尋找利害關係人合作時，會根據自身痛點選擇與其互補的夥伴，並提出價值主張吸引志同道合的參與者加入。而在參與者加入之前，LINE會透過治理機制進行篩選，排除不合適的合作夥伴，以機制的標準審視利害關係人。在參與者加入後，LINE與其進行協作互動，並共享資源，打造完善的生態系，藉此進一步達到價值共創。

The birth of instant messaging software has brought important changes to our lives, making communication no longer restricted by time and location, achieving faster and more effective communication. LINE is an instant messaging software developed in Japan. Its main markets are Japan, Taiwan, Thailand, and Indonesia. It has more than 20 million active users since entering the Taiwan market and is the instant messaging software with the highest market share in Taiwan. After consolidating the functional foundation of the basic platform, LINE has expanded into different fields and formed a diversified ecosystem. This study focuses on entertainment content ecosystem of LINE. When building an ecosystem, LINE first put forward a value proposition to attract stakeholders to join and designed a governance mechanism to maintain the stability of the ecosystem. Through the interaction and collaboration of partners, LINE jointly builds a complete ecosystem and realizes value co-creation. Therefore, this study mainly explores the process of “LINE” constructing an entertainment content ecosystem, analyzes its interaction and collaboration with stakeholders, and achieves value co-creation through resource complementation and integration.
This study adopts a single case study method in the qualitative research method, takes the instant communication software “LINE” as the research object, collects a large amount of data, and analyzes the background and development process of the case through the theoretical perspective of “ecosystem” and “value co-creation”. An in-depth discussion of the establishment of the LINE ecosystem and how to cooperate and interact with stakeholders to jointly create value.
Finally, this study found that when companies are looking for stakeholders to cooperate, they will first put forward value propositions to attract like-minded participants and screen them through governance mechanisms. After constructing the interactive field, LINE will cooperate and communicate with them, share resources, create a complete ecosystem, and further realize value co-creation.

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