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The Matchmakers: The New Economics of Multisided Platforms

The Matchmakers: The New Economics of Multisided Platforms

作者 : David S. Evans/ Richard Schmalensee

出版社 : HARVARD BUSINESS SCHOOL PRESS

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定價 : NT 1,225

售價79折, NT968

內容簡介


想知道像臉書、Airbnb或是Uber這類的媒合平台成功的秘密嗎?想加入他們成功的行列嗎?第一本深入研究並分析這個成功商業模式的書。不管你是事業家、投資人、消費者或高階主管,這本書提供的洞見,將助你獲取需要的資訊。

「Matchmakers把某些驅動全球經濟的最重要企業做了說明,這是一本很棒的書,給任何想更了解每日所使用的產品與服務的幕後企業是如何運作的人。」
--Reed Hastings/網飛Netflix創辦人兼執行長

「Matchmakers是圈內人觀察了我們這個時代最重要的商業模式之一,這個模式看上去沒別的就是很容易,其成功驅動多面或雙面聯絡網的原因卻不簡單。對任何想創業或想攀越這些複雜又有力的企業的人,這是一本有娛樂性的書,又充滿了重要的洞見。」
--Dan Schulman/PayPal總經理兼執行長

從阿里巴巴到臉書再到Visa,或是成功的新創事業Airbnb和Uber,他們都是連結一群消費者和另一群消費者的媒人(matchmakers)。經濟學家稱這些多面向平台為媒人,因為他們提供了實體或虛擬的平台,讓不同族群的人聚在一起。交友網站將可能的配對連在一起;共乘的app也做類似的事,媒合潛在的乘客與駕駛人。”媒人”這個職業已存在了千年之久,因為先進的科技,他們變得越來越受歡迎也越來越賺錢。極力破解這個商業模式密碼的企業也成為今日最有影響力的人。

媒合平台看似光鮮亮麗,但是許多想開創這種平台的企業都失敗了,原因是建立媒合平台是最嚴峻的商業挑戰之一。本書兩位作者,是全球各個成功媒合平台的顧問,他們分析且找出這些成功企業的原則以及實務操作的面向。舉出許多成功與失敗的故事,讓人一窺這個迷人卻又令人迷惑的世界。

Many of the most dynamic public companies, from Alibaba to Facebook to Visa, and the most valuable start-ups, such as Airbnb and Uber, are matchmakers that connect one group of customers with another group of customers. Economists call matchmakers multisided platforms because they provide physical or virtual platforms for multiple groups to get together. Dating sites connect people with potential matches, for example, and ride-sharing apps do the same for drivers and riders. Although matchmakers have been around for millennia, they’re becoming more and more popular—and profitable—due to dramatic advances in technology, and a lot of companies that have managed to crack the code of this business model have become today’s power brokers.

Don’t let the flashy successes fool you, though. Starting a matchmaker is one of the toughest business challenges, and almost everyone who tries to build one, fails.

In Matchmakers, David Evans and Richard Schmalensee, two economists who were among the first to analyze multisided platforms and discover their principles, and who’ve consulted for some of the most successful platform businesses in the world, explain how matchmakers work best in practice, why they do what they do, and how entrepreneurs can improve their chances for success.

Whether you’re an entrepreneur, an investor, a consumer, or an executive, your future will involve more and more multisided platforms, and Matchmakers—rich with stories from platform winners and losers—is the one book you’ll need in order to navigate this appealing but confusing world.
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作者介紹
■作者簡介

David S. Evans
研究多面向媒合平台的先驅者,是世界知名媒合平台的顧問,本身創立了四家公司,在芝加哥大學法學院教授經濟學與反托拉斯法。

Richard Schmalensee
麻省理工學院管理與經濟學榮譽教授,曾擔任MIT Sloan管理學院院長有9年的時間,也是美國總統的經濟顧問之一,產業組織經濟學方面的知名學者。

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