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APP經營策略之研究

A Study of Business Strategies of APPs

作者:張嘉芬
畢業學校:國立中山大學
出版單位:國立中山大學
核准日期:2016-01-12
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--National Sun Yat-sen University....

中文摘要

自蘋果公司App Store發表線上APP下載平台以來,各家廠商爭相投入APP開發,行對裝置的使用者也相當踴躍地透過各種付費機制購買抑或者是免費下載APP。隨著APP廠商生產之APP漸多,各平台的APP上架量逐年升高,APP市場已然非智慧型手機興起時的競爭模式,轉向大量、相似度高、免費趨勢邁進。
本研究以APP的獲利模式為出發點,將市面上所有的APP以付費機制和社群依賴度分為四類,並分別以個案分析的方式探討這四個類型APP的經營策略以及獲利模式,不同類型的APP有不同的經營模式,以及可以努力的方向。
本研究提出在目前免費趨勢下,不同性質的APP必須要有不同的經營策略,並且可以朝向改變社群依賴的程度上,思考如何將自身的APP做到和其他相似種類APP差異化。

英文摘要

When App Store is launched by APPLE, tons of firms which produce APP put their heart and soul into APP market. Mobile device users are also download or obtain App by paying money on Google Play and App Store. By the increasing of Apps, the amount of Apps in Android and iOS are both increasing and which result in the highly competitive market in Apps. Thus, Apps turn into huge amount, similar, free oriented market situation.
This research which is based on revenue model groups Apps by payment mechanism and social reliance. Therefore Apps which are chose will be analyzed their revenue model and managerial strategies and provide different managing suggestions for App companies.
This research provide managerial strategies by thinking about the free oriented trend, so Apps which are not in the same group should have their own unique strategies to survive in the App market. In sum, Apps should figure out how to differentiate themselves and how the strategy they have to compete with each other and survive in the market.


委員 - 林豪傑

委員 - 佘健源

召集委員 - 黃三益

指導教授 - 吳基逞


 

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