博碩士論文 105453014 詳細資訊




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姓名 王玉美(Yumei Wang)  查詢紙本館藏   畢業系所 資訊管理學系在職專班
論文名稱 共享經濟下數位平台之商業模式研究 —以Rover 寵物寄宿平台為例
(Business Model for Sharing Economy: The Study of Rover.com)
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摘要(中) 共享經濟是讓閒置資源能被再次被利用,被譽為是新經濟典範。網路技術的進步更讓共享經濟的規模能藉由數位平台而擴大。本研究選擇當前穩定成長的寵物市場中,新興的寵物照護行業為範圍,以目前全球市占率最高的寵物寄宿業者「Rover」數位平台為研究對象,探討共享經濟模式營運下的Rover,寵物寄宿平台的商業模式及價值主張,歸納出共享經濟下數位平台的成功關鍵,期能對想創立共享經濟市集的創業家有所助益。經過本研究對Rover寵物寄宿平台的商業模式及價值主張分析發如下:鎖定愛狗人士客層;寵物父母情感點出發,宣揚情感理論,從品牌、理念,創造出差異化服務;嚴格審核平台下狗保姆資格、建立第三方支付,確保供需雙方間交易信任。實現市場透明性、交易便利性和履行監管、保險機制。研究結果說明,共享經濟需藉由數位平台作為供需雙方的媒合中介,建立個人對個人的交易型態;也需要數位平台建立起共享經濟下的參與者的信任感及保障機制。而其數位平台要能獲利,則必須找出平台獨特的價值主張及商業模式、並設立監管交易雙方及評價功能、及保險制度以及數位平台資訊技術的支援這些成功關鍵。
關鍵字:共享經濟、數位平台、商業模式、價值主張、寵物。
摘要(英) The sharing economy means to let unused resources be used. Information technology has made sharing economy possible through digital platforms and O2O (Online to Offline or Offline to Online) e-commerce. Rover.com currently is the world’s largest pet sitting service provider through O2O (Online to Offline) e-commerce, and is the target case of this research. The study uses emotional theory to analyze the emotional aspects of pet owners, and how Rover.com may create differentiated services, and what the key success factors are. The results show that the sharing economy needs digital platform as an intermediary between the service providers and the users. Sharing economy also requires appropriate mechanism to establish mutual trust among participants and ensure the safety of pets. To be profitable, the company must provide unique value propositions with its business model. The implications of the results are provided.
關鍵字(中) ★ 共享經濟
★ 數位平台
★ 商業模式
★ 價值主張
★ 寵物
關鍵字(英) ★ Sharing Economy
★ Digital Platform
★ Business Model
★ Value Proposition
★ Pet
論文目次 摘要 I
ABSTRACT II
誌謝 III
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 論文架構 4
第二章 文獻探討 6
2.1 共享經濟 6
2.1.1 共享經濟定義 6
2.1.2 共享經濟發展 7
2.1.3 共享經濟與數位平台 9
2.1.4 共享經濟數位平台的信任制度 10
2.2 商業模式 13
2.2.1 商業模式圖 14
2.2.2 價值主張圖 16
2.3 本章小結 21
第三章 研究方法 22
3.1 研究方法 22
3.1.1 個案研究法 22
3.1.2 個案選擇 23
3.2 資料蒐集 26
3.3 研究流程 27
第四章 個案分析 29
4.1 全球寵物市場概況分析 29
4.2 個案簡介 31
4.3 商業模式分析 40
4.3.1 目標客戶 40
4.3.2 價值主張 42
4.3.3 通路與客戶關係 44
4.3.4 關鍵活動 48
4.3.5 關鍵資源 51
4.3.6 關鍵合作夥伴 53
4.3.7 收入模式 56
4.3.8 成本結構 58
4.4 價值適配分析 59
4.4.1 顧客素描 60
4.4.2 價值地圖 67
4.4.3 價值適配情形 68
4.5 本章小結 75
第五章 結論 76
5.1 研究總結 76
5.2 研究意涵 82
5.3 個案建議 84
5.4 研究限制 90
5.5 未來研究方向 91
參考文獻 94
附錄:TRUSTPILOT 104
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指導教授 王存國(Eric T.G. Wang) 審核日期 2018-4-16
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