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。;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.
