汽車共享之商業模式分析－以Uber為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：16

、訪客IP：18.188.85.175

姓名

李怡芳(Yi-Fang Lee) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

汽車共享之商業模式分析－以Uber為例
(The Study of Car Sharing Business Model-The Case of Uber)

相關論文

★ 以第四方物流經營模式分析博連資訊科技股份有限公司	★ 探討虛擬環境下隱性協調在新產品導入之作用--以電子組裝業為例
★ 動態能力機會擷取機制之研究－以A公司為例	★ 探討以價值驅動之商業模式創新－以D公司為例
★ 物聯網行動支付之探討-以Apple Pay與支付寶錢包為例	★ 企業資訊方案行銷歷程之探討-以MES為例
★ B2C網路黏著度之探討-以博客來為例	★ 組織機制與吸收能力關係之研究－以新產品開發專案為例
★ Revisit the Concept of Exploration and Exploitation	★ 臺灣遠距醫療照護系統之發展及營運模式探討
★ 資訊系統與人力資訊科技資源對供應鏈績效影響之研究-買方依賴性的干擾效果	★ 資訊科技對知識創造影響之研究-探討社會鑲嵌的中介效果
★ 資訊科技對公司吸收能力影響之研究－以新產品開發專案為例	★ 探討買賣雙方鑲嵌關係影響交易績效之機制 ─新產品開發專案為例
★ 資訊技術運用與協調能力和即興能力對新產品開發績效之影響	★ 團隊組成多元性影響任務衝突機制之研究─ 以新產品開發專案團隊為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

隨著資訊產業的技術進步，我們的生活開始經歷一波又一波的數位革命。行動裝置已成為台灣最普遍的上網工具，線上支付機制的發展也大大改變了人們的消費習慣。另一方面，線上平台的成立開始拉近人與人之間的距離，資訊交流的速度已是無法想像的快。在這樣的時空背景下，誕生了幾個向傳統產業挑戰的創業家。而他們的創意，不只撼動了旅遊及運輸產業，更顛覆了消費者對「消費」本身的認知，眾人稱這樣的新模式為「共享經濟」。

但究竟什麼是共享經濟？他與一般的租賃有何不同？本研究透過細查過去學者提出的相關文獻，為共享經濟的內涵做出了整理和歸納。但許多人更有興趣知道的是，作為共享經濟的平台，他們究竟是如何成功的？因此本研究嘗試透過分析經典的共享經濟平台Uber在台灣的現況，找出汽車共享在台灣成功的脈絡。

本研究採用Osterwalder與Pigneur的商業模式九宮格法進行分析，並得到兩個結論。第一，在汽車共享這件事情上，平台最重要的就是扮演好調整供需的角色。當汽車共享帶來的便利不亞於、甚至高於原有的交通選擇，消費者就可能有動機改變交通習慣。第二，汽車共享平台雖然是於線上提供服務，但最終滿足消費者需求的仍是線下活動。因此在汽車共享的行銷推廣上，更能連結乘車需求的線下活動是關鍵的一環。

摘要(英)

Our life experienced several digital revolutions by the improvement of IT technology. Mobile devices became the most prevalent device to surf the internet, and the development of online payment system also changed consumers’ purchasing habits hugely. In addition, appearance of online platforms narrowed the gap between people, the speed of information exchange is faster than ever before. In this new age, there are some entrepreneurs who took the chances and challenged the traditional industries. What they did not just influenced the tourism and transportation business greatly, it also changed consumers’ perception for ‘consuming’, it is called the ‘sharing economy’.

However, what exactly are sharing economies? And what are the differences between it and rental? This research went through previous literature and listed the insight of sharing economy from different scholars. Furthermore, people might be even more interested in how these sharing economy platforms succeeded? Therefore, this research tried finding the reasons to succeed in Taiwan for one of the famous sharing economy platforms Uber by analyze its business model.

We choose the business model of nine building blocks from Osterwalder and Pigneur to analyze Uber and made two conclusions from it. First, in regard to car sharing, the most important thing for a platform to do is to maintain the balance of demand and supply. Consumers might have the motivation to alter their transportation habit when car sharing is as convenient, or even more convenient than existing options. Second, although car sharing platform is an online service, but what fulfill the need of consumers are offline activities. Accordingly, the offline marketing activities that are related to consumer needs are crucial in marketing strategy for car sharing.

關鍵字(中)

★ 共享經濟
★ 商業模式
★ Uber

關鍵字(英)

★ sharing economy
★ business model
★ Uber

論文目次

摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
一、緒論 1
1-1 研究背景 1
1-2 研究動機 3
1-3 研究目的 3
1-4 研究流程 4
二、文獻探討 5
2-1 共享經濟 5
2-1-1 何為共享 5
2-1-2 共享經濟之內涵 6
2-1-3 共享經濟的效用與消費者參與之動機 8
2-1-4 共享經濟的分類方式 11
2-2 商業模式 15
2-2-1 商業模式之內涵 15
2-2-2 Osterwalder商業模式九宮格 17
三、個案分析 20
3-1 Uber營運概述 20
3-2 Uber於台灣的商業模式 21
(1)價值主張 21
(2)顧客區塊 22
(3)顧客關係 22
(4)行銷通路 22
(5)關鍵夥伴 23
(6)關鍵活動 23
(7)關鍵資源 24
(8)成本結構 24
(9)營收模式 24
四、結論 25
4-1 研究結論與貢獻 25
4-2 研究限制與未來研究建議 26
五、參考文獻 27

參考文獻

蔡至欣, & 賴玲玲. (2011). 虛擬社群的資訊分享行為. Information Sharing of the Virtual Community.
Afuah, A., & Tucci, C. L. (2001). Internet business models and strategies: McGraw-Hill New York.
Akbar, P., Mai, R., & Hoffmann, S. (2016). When do materialistic consumers join commercial sharing systems. Journal of Business Research, 69(10), 4215-4224. doi:10.1016/j.jbusres.2016.03.003
Amit, R., & Zott, C. (2001). Value creation in e?business. Strategic management journal, 22(6?7), 493-520.
Bardhi, F., & Eckhardt, G. M. (2012). Access-Based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(4), 881-898. doi:10.1086/666376
Bardhi, F., Eckhardt, G. M., & Arnould, E. J. (2012). Liquid Relationship to Possessions. Journal of Consumer Research, 39(3), 510-529. doi:10.1086/664037
Bauman, Z. (2000). Liquid Modernity. Cambridge: Polity.
Belk, R. (2007). Why Not Share Rather Than Own? The ANNALS of the American Academy of Political and Social Science, 611(1), 126-140. doi:10.1177/0002716206298483
Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734. doi:10.1086/612649
Belk, R. (2014a). Sharing versus pseudo-sharing in Web 2.0. The Anthropologist, 18(1), 7-23.
Belk, R. (2014b). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Bellman, R., Clark, C. E., Malcolm, D. G., Craft, C. J., & Ricciardi, F. M. (1957). On the construction of a multi-stage, multi-person business game. Operations Research, 5(4), 469-503.
Botsman, R. (2013). The sharing economy lacks a shared definition. Fast Company, 21, 2013.
Botsman, R., & Rogers, R. (2010a). Beyond zipcar: Collaborative consumption. Harvard Business Review, 88(10), 30.
Botsman, R., & Rogers, R. (2010b). What′s mine is yours: The Rise of Collaborative Consumption: Harper Business, New York, USA.
Chen, Y. (2009). Possession and Access: Consumer Desires and Value Perceptions Regarding Contemporary Art Collection and Exhibit Visits. Journal of Consumer Research, 35(6), 925-940. doi:10.1086/593699
Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation′s technology spin?off companies. Industrial and corporate change, 11(3), 529-555.
Cheshire, L., Walters, P., & Rosenblatt, T. (2010). The politics of housing consumption: Renters as flawed consumers on a master planned estate. Urban Studies, 47(12), 2597-2614.
Codagnone, C., & Martens, B. (2016). Scoping the Sharing Economy: Origins, Definitions, Impact and Regulatory Issues. Retrieved from
Dubois, E. A., Schor, J. B., & Carfagna, L. B. (2014). New cultures of connection in a Boston time bank. Sustainable lifestyles and the quest for plentitude: Case studies of the new economy, 95-124.
Frenken, K., Meelen, T., Arets, M., & van de Glind, P. (2015). Smarter regulation for the sharing economy. The Guardian, 20.
Fulker, D., Bates, S., & Jacobs, C. (1997). Unidata: A virtual community sharing resources via technological infrastructure. Bulletin of the American Meteorological Society, 78(3), 457-468.
Gansky, L. (2010). The mesh: Why the future of business is sharing: Penguin.
Hamari, J., Sjoklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
Hardin, G. (1968). Tragedy of the Commons. Science, 162(13), 1243-1248.
Hardin, G. (2007). The Tragedy of the Unmanaged Commons. In D. J. P. a. I. Mysterud (Ed.), Evolutionary Perspectives on Environmental Problems (pp. 105-107). New Brunwick, NJ: Transaction.
Heath, C., & Fennema, M. G. (1996). Mental depreciation and marginal decision making. Organizational Behavior and Human Decision Processes, 68(2), 95-108.
Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses. Psychology & Marketing, 32(9), 891-906.
Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer file sharing of motion pictures. Journal of Marketing, 71(4), 1-18.
Hudson, J., & Jones, P. (2005). "Public goods": An exercise in calibration. Public Choice, 124(3-4), 267-282. doi:10.1007/s11127-005-2048-0
Hutter, K., & Hoffmann, S. (2013). Carrotmob and anti-consumption: Same motives but different willingness to make sacrifices? Journal of Macromarketing, 33(3), 217-231.
Iyengar, R., Jedidi, K., Essegaier, S., & Danaher, P. J. (2011). The impact of tariff structure on customer retention, usage, and profitability of access services. Marketing Science, 30(5), 820-836.
Lamberton, C. P., & Rose, R. L. (2012). When Is Ours Better Than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems. Journal of Marketing, 76(4), 109-125. doi:10.1509/jm.10.0368
Meelen, T., & Frenken, K. (2015). Stop saying Uber is part of the sharing economy. Fast Company, 14.
Minton, A. P., & Rose, R. L. (1997). The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study. Journal of Business Research, 40(1), 37-48.
Mohlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.
OECD. (2015). Digital economy outlook 2015: Paris: OECD Publishing.
Osterwalder, A. (2004). The business model ontology: A proposition in a design science approach.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers: John Wiley & Sons.
Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: Origins, present, and future of the concept. Communications of the association for Information Systems, 16(1), 1.
Ostrom, E. (2003). How types of goods and property rights jointly affect collective action. Journal of theoretical politics, 15(3), 239-270.
Ozanne, L. K., & Ballantine, P. W. (2010). Sharing as a form of anti?consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498.
Rifkin, J. (2000). The age of access: The new culture of hypercapitalism: Penguin.
Ritzer, G. (2010). Sociological Theory. New York: McGraw-Hill.
Sacks, D. (2011). The sharing economy. Fast Company, 155(1), 88-131.
Samuelson, P. A. (1954). The pure theory of public expenditure. The review of economics and statistics, 387-389.
Schor, J. B. (2014). Debating the Sharing Economy: Great Transformation Initiative.
Schor, J. B. (2015). Getting sharing right. Contexts, 14(1), 14-15.
Schor, J. B., & Fitzmaurice, C. (2015). Collaborating and connecting: the emergence of the sharing economy.
Seegebarth, B., Peyer, M., Balderjahn, I., & Wiedmann, K. P. (2016). The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers′ Well?Being. Journal of Consumer Affairs, 50(1), 68-99.
Sinha, R. K., & Mandel, N. (2008). Preventing digital music piracy: the carrot or the stick? Journal of Marketing, 72(1), 1-15.
Vaughan, R., & Hawksworth, J. (2014). The sharing economy: How will it disrupt your business. London: PriceWaterhouseCoopers.
Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and future research. Journal of management, 37(4), 1019-1042.
丁瑞瓊，今天，你Uber了嗎？，初版，好優文化，新北市，2017。
曹磊等編著，Uber：開啟“共享經濟”時代，初版，機械工業出版社，北京，2015。

指導教授

陳炫碩

審核日期

2018-7-23

推文