共享經濟在全球都是熱門的議題，藉由網路分享平台，將暫時用不到的閒置資源分享出來，以獲得金錢報酬，而UBER搭著這一波浪潮，2010年UBER在舊金山首次開始了他的服務，以共享經濟的概念為基礎乘車服務，快速的推廣到全世界。但隨著UBER的蓬勃發展，隨之而來的是加劇原先既有市場的競爭，因此UBER進入每一個城市都面臨到既有產業的排斥與阻擋，而隨著一次次的衝突及調解，UBER在每個城市也漸漸融入，發展出獨有的營運方式。 2013年UBER進入台灣，開始第一趟旅程服務，而伴隨而來的是台灣計程車產業強烈的抗議及違法營運的疑慮，UBER 在台灣走過了高額罰款以及暫停服務的困難，展出符合台灣本土化的經營方式，本研究以UBER在台灣的發展為主軸，結合產業分析以及對UBER個案的分析，探討UBER在地化的營運模式是否還能保有其共享經濟的精神，以及以目前的營運模式是否能創造不一樣的價值。;The sharing economy is a hot topic in the world. Through the Internet sharing platform, share the temporarily unused resources to get monetary rewards. And UBER ride this wave. In 2010, UBER started its service in San Francisco for the first time, based on the concept of sharing economy, the riding service is rapidly extended to the world. However, with the development of UBER, the competition in the existing market has been intensified. Therefore, when UBER enters every city, it faces the exclusion and obstruction of the existing industry. With the conflict and mediation, UBER gradually integrates into each city and develops a unique mode of operation. In 2013, UBER started its first service in Taiwan, and therefore accompanied by strong protests from the Taiwan taxi industry. UBER has gone through the difficulties of high fines and suspension of services in Taiwan, and displayed its business mode in line with Taiwan. This research focuses on the development of UBER in Taiwan, and explores whether UBER′s localized operation model can still maintain its spirit of sharing economy, and whether the current operation model can create different value.
