| 摘要: | 網路破除時間限制及空間藩籬，開啟更多不同交友管道，網路交友蔚為風潮，台灣交友網站市場競爭激烈，有多個具有不同優勢利基的平台，引發了研究者想要進一步瞭解其經營模式的興趣。交友網站業者如何開創差異性的經營模式，值得深入探討，因此形成本研究的動機。
本研究透過個案分析法，選擇國內交友網站龍頭—愛情公寓做為研究對象，逐一探討其商業模式構成要素，進而找出其關鍵成功因素，藉以瞭解愛情公寓在網路交友產業能建立持久競爭優勢的原因。歸納研究發現如下：
一、愛情公寓的商業模式
(一) 顧客價值主張：深耕「交友服務」利基市場。
(二) 利潤公式：營收主要來自會員付費；透過規模經濟獲得成本優勢。
(三) 關鍵資源：研發與創新能力、會員人數、品牌資產、異業結盟、上櫃籌資。
(四) 關鍵流程：交友互動機制、以女性為訴求、重視交友安全、多元消費方式。
二、愛情公寓的關鍵成功因素：
(一) 網路交友歷久彌新；
(二) 市場定位策略明確；
(三) 持續創新以傳遞獨特顧客價值主張；
(四) 找到關鍵獲利模式。
成功的商業模式必須搭配一個具有龐大規模潛能的市場機會，並提供強而有力的顧客價值主張做為競爭基礎，再整合關鍵資源與關鍵流程，來為這個顧客價值主張找到獲利模式。本研究結論為愛情公寓符合上述成立條件，列舉如下：
一、網路交友市場廣大，需求源源不絕。
二、愛情公寓憑藉價值創新奠定生存與發展基礎。
三、愛情公寓掌握獲利關鍵，找到有利可圖的利潤公式。
關鍵字：商業模式、關鍵成功因素、網路交友;Online dating is a growing trend because it breaks through the constraints of location and time in helping people to look for a date; it creates opportunities for meeting and dating people that otherwise would never have been possible. The market for Taiwanese dating websites is a highly competitive one, having multiple platforms with each serves its own niche market.
This leads to great interest among researchers to analyze the business models of the participants. Accordingly, the motivation of this study is to examine how different dating sites create differentiated business models.
Specifically, this case study aims to analyze the business model of the leading dating website – www.i-Part.com in order to understand the company′s sustainable competitive advantage in the industry. By analyzing the constituent factors of its business model, the key success factors to its success are visible.
Findings are summarized as follows:
1. i-Part′s Business Model
(1) Customer Value Proposition:
Targeting the “dating service” niche market.
(2) Profit Formula:
Its revenues are primarily from a membership fee, and gaining cost advantages through economy of scale.
(3) Key Resources:
It focuses on researching and innovation capacity, a large number of members, brand equity, cross-industry alliance, and OTC (over the counter) financing.
(4) Key Processes:
Its interactive mechanism of dating, meeting the demands of women, attention to the dating safety, and pluralistic consumption.
2. i-Part′s Key Success Factor
(1) Dating websites are satisfying a timeless and huge need.
(2) The market positioning strategy is clear.
(3) Continuous innovation to deliver its unique customer value proposition.
(4) Identify the key profit mode.
A successful business model needs to be accommodating a large potential market and be providing a strong customer value proposition as a competitive basis. Then, the key resources and key processes are integrated to find a profitable model for the customer value proposition. This study concludes that i-Part meets the above establishing conditions, listed below:
First, there is a high customer demand in the online dating market.
Second, i-Part′s value innovation laid the foundation of its survival and development.
Third, i-Part masters the key profit, and finds its lucrative profit formula.
Keywords: business model, key success factor, on line dating web site |
