消費性電子產品和網際網路的整合可提供消費者便利的生活，智慧家庭控制中樞和智慧家庭週邊設備逐漸滲透到家庭內並且延伸物聯網的範疇以及覆蓋率。Amazon的智慧家庭控制中樞Echo讓用戶透過語音助理Alexa聲控智慧家庭周邊設備，例如Philps智慧燈泡或Nest恆溫器。另外，Amazon的核心事業電子商務的Prime會員數超過一億人，對於Amazon而言是銷售Echo的最佳通路。智慧家庭控制中樞企業: Amazon、Google與Samsung彼此之間互相競爭，不斷升級語音助理的功能性以及建立與其他智慧家庭周邊設備企業連結共同拓展智慧家庭生態系。因此智慧家庭控制中樞在智慧家庭領域中是項重要的產品，不僅將人工智慧帶入智慧家庭，也建立與眾多智慧家庭周邊設備的連結解決以往聯網設備不同品牌無法互相連結的困境，具有非常大的發展潛力。
本文使用個案分析法並採用三種模型分析Amazon在智慧家庭產業中的內外部環境，最後藉由深度訪談法驗證分析結果。首先，內部分析的部分透過基礎資源模型探討Amazon的企業內部資源、能力以及核心能力進而分析競爭優勢。第二，外部分析採用價值網模型分析Amazon與顧客、供應商、競爭者(Google和Samsung)及補充者(智慧家庭周邊設備企業)間的互動關係，最後透過安索夫矩陣分析Amazon不同智慧家庭產品在不同市場的發展策略。研究結果發現Amazon與Google從推出智慧家庭控制中樞以來透過激烈競爭擴大智慧家庭市場並運用各自策略培養消費者使用習慣。Samsung則將語音助理Bixby推廣到手機以及智慧家電上，但Bixby的實用性以及市佔率都不佳，因此本研究認為Amazon未來能採用Alexa與Samsung合作以互補的方式共同拓展智慧家庭生態系。

With the integration of consumer electronics and Internet, smart home hubs and smart home auxiliary devices have been gradually penetrating into household and family life and extending the scope and coverage of Internet of Things. Amazon Echo allows users to voice smart home auxiliary devices such as Philips Hue or Nest thermostats through voice assistant Alexa. In addition, Amazon’s e-commerce prime membership has exceeded 100 million and it is the best channel for Amazon to promote Echo.
Smart home hub enterprises such as Amazon, Google, and Samsung compete with each other. They constantly upgrade the capabilities of voice assistants and build the connection with smart home auxiliary device enterprises to expand smart home ecosystem together. Smart home hub is an important product. It not only brings artificial intelligence into smart home field, but also builds the connection with various smart home auxiliary devices to solve the problems that smart devices of different brands couldn’t connect to each other before.
This study adopts case study method and three models to analyze the internal and external environment of Amazon in smart home industry, and then uses in-depth interview to enrich the analysis of this study. First of all, internal analysis adopts resource based view model to analyze Amazon’s internal resources, capabilities, and core capabilities and then analyzes Amazon’s core competences. Secondly, external analysis adopts value net model to analyze Amazon’s relationship with customers, suppliers, competitors (Google, Samsung), and complementors (smart home auxiliary device enterprises). Finally, this study uses Ansoff matrix to analyze the development strategies of different products in different markets.
The results show that Amazon and Google have broadened smart home market through intense competition since they released their smart home hub and use their own strategies to cultivate consumer usage habits. Samsung’s voice assistant Bixby is not as capable as its competitors with low market share. Therefore, this study suggests that Amazon can propose a cooperation project with Samsung to broaden their smart home ecosystem together in the future.

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