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| Title: | 台灣新創交友平台之商業模式與關鍵成功因素分析：以E公司為例
Business Model and Key Success Factors analysis of Taiwan’s new dating platform: a case study of E. company |
| Authors: | 曹靖煜
Cao, Jing-Yu |
| Contributors: | 黃國峯
郭曉玲
曹靖煜
Cao, Jing-Yu |
| Keywords: | 交友平台
商業模式
3S策略
關鍵成功因素
Business Model canvas
Dating Platform
3S Strategy
Key Success Factors |
| Date: | 2021 |
| Issue Date: | 2021-07-01 21:27:52 (UTC+8) |
| Abstract: | 近年來國內外交友平台市場蓬勃發展，在21世紀下，人們未因科技的進步降低「寂寞」，反而人與人之間的互動越來越少，也成為新商機發展之一。加上2020年疫情關係，待在家不能出門的情況下，讓更多人為了解決寂寞的需求，透過交友軟體與陌生人互動。然而，只以照片的模式來配對交友以逐漸讓用戶失去新鮮感，再加上疫情未爆發前，從線上的互動到實際見面此過程對於用戶而言並非易事，因不安全感、低信任感成為了最大阻礙。因此在台灣交友平台競爭激烈之下，有別於其他傳統交友軟體的運作，出現了新型態的交友方式，成功突破實際見面、提升安全感等困境，該交友軟體業者找到利基市場，並成為那1%撐過前五年的新創公司，引起了筆者欲進一步瞭解其商業營運模式之好奇。
本研究探討之個案交友平台「E公司食我」，針對市場區隔與目標客群創造、提供、傳遞價值主張。本研究利用商業模式九宮格 (BMC, Business Model Canvas) 解構E公司的商業模式要素，並以黃國峯教授所提出之3S (Survive, Succeed, Sustain) 策略分析E公司從初創期到成長期的經營策略要素，最後結合 BMC 模型與 3S策略架構，探討E公司成功經營的關鍵因素。
本研究發現，E公司建立明確的價值主張，並透過 BMC 模型裡的內外部價值活動、資源與對象，能直接影響目標顧客；用戶所建立之線上線下不同類型之活動與E公司社群行銷發揮顧客關係與通路的優勢，將使更多潛在用戶更願意使用E公司，同時，降低用戶的疑慮，建立與平台間的信任關係，進而產生口碑效應與高黏著度；產品、內勤團隊以及APP會員是E公司經營的關鍵資源，在滿足用戶需求與提升產品品質的同時，成為E公司傳播的利器。而E公司的關鍵活動，不僅來自於少數創造聚會主辦者用戶及優質產品服務，更重要的是持續優化APP功能、傾聽用戶的回饋與建議，以提供完善的平台與獨特服務，以創造價值、提升不可取代性。
In recent years, the dating platform market has been booming. In the 21st century, people have not been reduced "loneliness" due to the progress of science and technology, but the interaction between people is becoming less and less, which has become one of the new business opportunities. In addition, in the case of the epidemic in 2020, more people can interact with strangers through dating software in order to solve the needs of loneliness when they can`t go out at home. However, using only photos to match and make friends gradually wears off users.
Moreover, before the outbreak of the epidemic, the process of going from online interaction to actual meeting was not easy for users, as insecurity and low trust became the biggest obstacles. So dating platform under the fierce competition in Taiwan, is different from other traditional dating software of operation, a new kind of way to make friends, successful breakthrough meet actual, enhance security dilemma, the dating software company found a niche market, and become the 1% startup who survives five years, led the researcher want to learn more about the business model of this company.
The case for this study is the dating platform called "E Company". It creates, offers and delivers value propositions for specific market segments and target customer groups. The case study use the Business Model Canvas (BMC) to deconstruct nine business model elements of E Company, and analyze with the 3S (Survive, Succeed, Sustain) framework to understand how E Company from the initial stage to the growth stage structed the operation strategic elements. And finally, I combine the BMC model in conjunction with the 3S framework to discuss the key factors for the successful operation of E Company, so as to further optimize the business model.
This study found that the establishment of a clear value proposition for E Company, and through the internal and external value activities, resources and partners in the BMC model, can directly affect the target customers. The different types of online and offline activities established by E Company’s users and the marketing team utilized the advantages of customer relationships and channels of E Company, which will make more potential users more willing to use E Company. At the same time, it can reduce users` doubts, establish a trust relationship with the E Company, and then create word-of-mouth effects and high stickiness.
Products, back office team and APP members are the key resources of E Company’s operation. While meeting users need and improving product quality, they become E Company’s communication representatives. The key activities of E Company, not only from a small number of users to create the party host and quality products and services, more importantly, continue to optimize the APP functions, listen to the users’ feedbacks and suggestions, in order to provide a complete dating platform and unique services, in order to create value and enhance the irreplaceability. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363048 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363048 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100539 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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