| Summary: | 碩士 === 國立政治大學 === 企業管理學系 === 86 ===
The ability of predicting the future in the turbulent environment is more and more important. The topic of the thesis is to explore the induxtry paradigm and recognize its paradigm shift and the trajectory and force of paradigm shift, furthermore, to find out evolutionary rules of industry.
1. The paradigm enhancing force comes from pledging for productive efficiency, the building process of bargaining power of buyers and suppliers, the forming of technical standard, the regulation and deregulation. To build supplier bargaining power is to control the core components, to build buyer bargaining power is to create the users' habit.
2. The paradigm destroying force comes from each dimension of value, efficiency, capability, structure, network, isomorphism. The more powerful force comes form the more latter dimension.
3. The trajectory of paradigm shift includes the following:
a. To create research capability must based on productive efficiency.
b. There is increasing return between the production capability and the agent activity network.
c. Heterogeneous Strategy and the capability must cooperate to survive and success.
4. Chandler's Scale and Scope must revise as Network Scale and Scope. Films leverage its capability to a niche market and scale up by scale or network, then the film win a position of that market, the develop other derivative products and enter another industry, which completes a network scale and scople cycle.
5. The evolutionary rule of industry is measured by two dimensions: the quality and quantity of the delivered value in a industry.
a. When the quantity goes up, the distribution channel of the industry will change with larger browsing space and more options to make decision.
b. When the quality goes up, the average is still low but the deviation is large, the films will use brand equity and better product reliability to attract consumers. Then the average goes up, but the deviation is still large, the films maintain its brand equity and lure consumers by upper grade products. Then the deviation goes down, in the period, the procuct in the industry becomes a kind of commodity, and the only way to competitive is cutting price.
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