以賽局理論分析傳統車輛租賃業與運輸共 享平台之合作商業模式;Analysis of the Business Model of Cooperation Between Traditional Car Rental Industry and Ride-Sharing Platform Based on Game Theory

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题名:	以賽局理論分析傳統車輛租賃業與運輸共享平台之合作商業模式;Analysis of the Business Model of Cooperation Between Traditional Car Rental Industry and Ride-Sharing Platform Based on Game Theory
作者:	張芸溱;CHANG, YUN-CHIN
贡献者:	資訊管理學系
关键词:	共享經濟;汽車租賃;定價策略;賽局理論;sharing economy;car rental industry;pricing strategy;game theory
日期:	2022-08-01
上传时间:	2022-10-04 12:03:11 (UTC+8)
出版者:	國立中央大學
摘要:	共享經濟（Sharing Economy）的商業模式在近年備受推崇，採用共享模式的企業也如雨後春筍般冒出，著名的成功企業Airbnb以及Uber也分別在2019以及2020年於美國掛牌上市。從前述兩者的經營狀況以及股價，可知共享經濟在近年所帶來的龐大商機。共享經濟不僅為消費者帶來新效益，以更低廉的價格取得相關服務，但同時也對該產業現有廠商產生衝擊。以運輸業為例，Uber 的出現除了排擠原有計程車業市場，對傳統車輛租賃公司亦帶來衝擊。現有廠商為避免淘汰，會採取各種策略，包含合作、抗議等，以Uber 在台灣市場發展為例，進入初期受計程車業的抗議以及法律限制，曾一度暫停台灣市場服務。而從國外報導可知，曾有租車公司與共享平台成立合作計畫，探索新商業模式來回應市場衝擊，而在過去學術研究也發現租車公司與共享平台在一定情況下採行合作模式可有更高經濟效益。近年因Covid-19 各大產業皆受影響，租車公司也透過賣掉多數車隊，來降低財務成本來維持公司的持續運營，在大環境變動下，雙方合作的定價策略也應受影響。本論文是以經濟學的賽局理論分析傳統車輛租賃公司與運輸共享平台的合作商業模式，並分析在疫情衝擊下雙方均衡價格的改變以及影響均衡價格的相關因素。;The business model of the sharing economy has been highly regarded in recent years, and companies using the sharing model have also sprung up. Well-known successful companies such as Airbnb and Uber also be listed in the US in 2019 and 2020, respectively. From the operating performance and stock prices of the above companies, we can see the huge potential business opportunities brought by the sharing economy in recent years. The sharing economy not only brings benefits for consumers to obtain services at lower prices, but also has an impact on existing manufacturers in the industry. Taking the transportation industry as an example, the emergence of Uber not only crowded out the original taxi market, but also had an impact on traditional car rental companies. In order to avoid being eliminated, incumbent manufacturers will adopt various strategies, including cooperation and protest. Take Uber′s development in the Taiwan market as an example. In the early days of its entry, services in the Taiwanese market were temporarily suspended due to protests hosted by the taxi industry and legal restrictions. It also can be seen from foreign reports that some car rental companies and sharing platforms have established cooperation plans to explore new business models to cope with market shocks. Previous academic research has also found that car rental companies and sharing platforms can achieve higher economic benefits in some cases by adopting collaborative solutions. In recent years, all major industries have been affected by Covid-19. The car rental company also sold most of its fleet to reduce financial costs to keep the company going. Due to changes in the environment, the pricing strategies of both parties will also be affected. This paper uses economic game theory to analyze the cooperative business model of traditional car rental companies and ride-sharing platforms. The changes in the equilibrium price of both parties under the influence of covid-19 and the relevant factors affecting the equilibrium price are also analyzed.
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