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

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Title:	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
Authors:	李怡芳;Lee, Yi-Fang
Contributors:	企業管理學系
Keywords:	共享經濟;商業模式;Uber;sharing economy;business model;Uber
Date:	2018-07-23
Issue Date:	2018-08-31 11:52:33 (UTC+8)
Publisher:	國立中央大學
Abstract:	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。;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.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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