課程資訊
課程名稱
平台策略
Platform Strategy 
開課學期
105-2 
授課對象
管理學院  國際企業學研究所  
授課教師
湯明哲 
課號
IB5080 
課程識別碼
724 U1710 
班次
 
學分
3.0 
全/半年
半年 
必/選修
選修 
上課時間
星期四2,3,4(9:10~12:10) 
上課地點
管二202 
備註
總人數上限:50人
外系人數限制:10人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1052IB5080_ 
課程簡介影片
 
核心能力關聯
本課程尚未建立核心能力關連
課程大綱
為確保您我的權利,請尊重智慧財產權及不得非法影印
課程概述

The advent of WWW (World Wide Web) has created enormous opportunities for both existing firms and entrepreneurs. Innovative business models mushroomed and have gone beyond our imagination. Digital platforms, defined as a digital place where multiple parties jointly create value for customers, have become an integrated part of a firm’s strategy and our lives. In fact, in 2013, 14 of the 30 largest brands in the world are a platform company. Platform-based companies (Google, Facebook, Amazon, eBay, Visa, Mastercard, etc.) have merged as a dominant force in shaping the competition in their respective industries. Platform-based strategies transform the old economy to a new one where netizens handle their daily lives on the Internet. Examples are: Uber changed the taxi industry, eBook changes the publishing industry, Ed-x and Coursera change the nature of higher education, P2P lending will impact the banking industry, Priceline revolutionized the travel industry, and finally, not the last one, itune changed the music industry. It also radically reshapes the landscape where and how businesses compete and the rules of the game. Managers have to rethink the impact of Internet-based platforms on strategy, marketing, operations, and most importantly, the economic fundamentals upon which the business is build. Given this mega trend in the forseeable future, we need a deeper understanding of this direction of change. This course explores the unique features of a multi-sided platform and associated strategic challenges. We will cover topics as to how to design a platform strategy with its particular ecosystem to win in such a dynamic environment. We will rely heavily on cases to show the strategic thinking of formulating a digital platform so that students can familiarize with different business models in which value and wealth is created.
The course is intended to be a heavy one, comparable with MBA course load in top business schools. Readings will be kept as short as possible.
 

課程目標
The objectives of this course is to allow students to familiarize with basic economics of a multi-sided platform business.  
課程要求
16 case write-ups and a group project.  
預期每週課後學習時數
 
Office Hours
另約時間 
參考書目
1. Tiwana, Amrit Platform Ecosystems, Aligning Governance Structure, Governance and Strategy, Elservier, 2016.
2. 陳威如,于卓軒 平台策略,商周出版社,2013
3. 陳威如,王詩一,于卓軒 決勝平台時代,2016,商周出版社,
4. Grossman, O., Frankenberger, K. and Csik, M., “The Business Model Navigator” 2014, (航向成功企業的55種商業模式,橡實文化,2017.
5. Evans, David and Richard Schmanlansee, “Matchmakers: The New Economics of Multisided Platforms” Harvard Business Review Press. 2016
6. Evans, David Platform Economics: Essays on Multi-sided Businesses, 2011
7. Evans, D, Schmanlansee, R and Haigu, A, Invisible Engines: how software platforms drive innovation and transforms industry. 2008

 
指定閱讀
Parker, G.,Van Alstyne, M., and Choudary, S. “Platform Revolution”, New York: Norton & Company, 2016. 中文翻譯:平台經濟模式,天下出版社。 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
Case write-ups 
50% 
 
2. 
Final exam 
20% 
 
3. 
Group project 
20% 
 
4. 
Class participation 
10% 
 
 
課程進度
週次
日期
單元主題
第1週
2/23  Introduction 
第2週
3/02  oundations:
Economics of E-commerce
Network externalities
Value chain vs. Value Net
 
第3週
3/09  Amazon: case discussion 
第4週
3/16  Business Models in Platform Networks. 
第5週
3/23  Platform strategy 
第6週
3/30  Dating Websites