破壞式創新對現今市場影響以Netflix為例

The Impact of Disruptive Innovation on Today’s Market Take Netflix as an Example

葉品勳、林彥廷、張淇賀、吳晨宇、吳芳鋮、阮婕如
P. H. Yeh, Y. T. Lin, C. H. Jhang, C. Y. Wu, F. C. Wu and C. J. Juan

空軍軍官學校 航空管理系

摘要

隨著科技進步，人們的生活模式也有很大的轉變，尤其是在網際網路方面改變了人類近百年來的生活習慣，電視電影不再是在家限定，只要拿出手機，可以無視時間地點觀看自己喜歡的影片。在此背景下本研究將針對近年來的影視龍頭「Netflix 」與消費者的關係，透過他們大膽的創新網頁設計與消費者對於影視需求之關係進行探討。經過文獻的整理與比對之後探討出網飛的創新設計對於消費者之使用需求與慾望有正面相關。

關鍵字：破壞式創新、平台策略、OTT TV、有線電視、IPTV、盜版。

ABSTRACT

With the advancement of science and technology, people's living patterns have also undergone great changes, especially the Internet has changed the living habits of human beings for nearly a hundred years. TV and movies are no longer limited to home, as long as you take out your mobile phone, you can watch your favorite videos regardless of time and place. Under this background, this research investigates the platform strategies and explores the relationship between the needs of consumers and the innovation of Netflix. Based on the analysis of disruptive innovation model, Netflix should start by disrupting strategic opportunities and diversify its monetization models to help identify business models that competitors cannot replicate. Moreover, it is found that Netflix's innovative design has a positive relationship with consumers' needs and desires.

KEYWORDS: Disruptive Innovation; Platform Strategy; OTT TV ; Cable TV ; IPTV ; Piracy;