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| Title: | 包車平台的補貼與收費機制探討
The analysis on the subsidy and pricing model of the online car carter service platform |
| Authors: | 林佳立
Lin, Jia Li |
| Contributors: | 邱奕嘉
Chiu, Yi Chia
林佳立
Lin, Jia Li |
| Keywords: | 包車平台
平台策略
平台收費機制
平台建立模式
online car carter service platform
platform strategy
platform pricing model
platform interaction mechanism
business model of platform |
| Date: | 2015 |
| Issue Date: | 2016-04-01 10:47:50 (UTC+8) |
| Abstract: | 台灣觀光外匯的成長力度高，外國旅客來台灣包車旅遊的需求漸增，因應而生的包車平台興起，本研究期望針對既有個案探討包車平台如何去設定付費方與被捕貼方，並且提供其他同質性平台商業模式設計更多元的思考方式。
透過黃勇及周學春提出之平台商業模式研究之框架及陳威如及余卓軒提出的平台補貼策略之考慮因素，以質性研究方式，選取UTAXI、台灣小旅行、DingTAXI叮叮包車三個包車平台個案進行訪談與分析。
UTAXI媒合“旅客-司機”，致力“您的專屬司機”，選擇司機作為付費方，自由行旅客為被補貼方，定價較市場平均價格高；台灣小旅行媒合“旅客-司機”，致力“體驗台灣在地感動，訴說土地故事”，選擇自由行旅客作為付費方，計程車學院協會司機為被補貼方，定價為市場平均價格；DingTAXI叮叮包車媒合“旅客-車隊“，致力”解決自由行旅客交通困擾“，選擇自由行旅客作為付費方，合作車行、車隊為被補貼方。
本研究得知個案其各自商業模式之創建、如何選擇付費方與被補貼方以及包車平台之定價策略，也可從個案中得知，思考角度與立場不同，運用補貼模式的準則得出之結果也截然不同，提供未來同質性平台於發展時多元的思考方式及依據。
From 2007 to 2015, visitors to Taiwan increased from 3.71 million to more than 10 million. As a result, foreign exchange earnings from tourism surged by 2.6 times, from NT$17.12 billion (US$521.95 million) to an estimated NT$44.50 billion (US$1.36 billion). These results and reviews demonstrate that Taiwan is becoming a major destination for travelers worldwide. Car carter service become a popular way for visitors to explore Taiwan on their own, therefore more and more online car carter service platforms are being set up. Platform pricing model is not set up by user charge alone, how users interact on the platform is also considered. Platform controller attract users who can cause positive cross-side network effect by offering them better price so that they can attract users who are willing to pay the fee.
This research depends on two-side market theory to explain how online car carter platforms attract users to enter their platforms, design interaction mechanism and set rules to allow users to use platforms easily. Depending on different point of views, every online car carter service platform has its own design. Therefore, this research also depends on the business model and the eco-system on platform theory to analyze car carter service platform.
After understanding how platforms design interaction mechanism, platform pricing model is then discussed. Every platform has its own pricing model, because of different design. This research analyzes platform pricing model by subsidy rules from previous studies.
By analyzing three online car carter service platform cases, this research concludes that platforms have different interacting mechanisms because of website design purpose and user dating purpose. This research demonstrates which subsidy rules are used on online dating platform and how these platform create their own eco-system to maintain the platform.
第一章 緒論 1
11研究背景與動機 1
12研究問題與目的 2
13研究架構 3
14研究限制 3
第二章 文獻探討 5
21平台定義 5
22 雙邊平台分類 8
23 平台商業模式建立 10
24 平台定價機制 15
第三章 研究架構與研究流程 20
31研究架構 20
32研究流程與研究方法 21
33研究資料選取方式 22
第四章 個案平台分析 23
41 UTAXI 23
42 台灣小旅行 36
43 DingTAXI叮叮包車 48
第五章 結論與建議 58
51 研究發現與結論 58
52 研究結論與建議 70
參考文獻 71 |
| Reference: | 英文文獻
1. Eisenmann, T., et al. (2006). "Strategies for two-sided markets." Harvard business review 84(10): 92.
2. Evans, D. S. (2002). "The antitrust economics of two-sided markets." Available at SSRN 332022.
3. Morris, M., M Schindehutte, and J.Allen (2005), The Entrepreneur`s Businessmodel: Toward a Unified Perspective, Journal of Business Research, Vol.58(6): 726-735
4. Iansiti, M., and Levein, R., (2004)"Strategy asEcology" Harvard Business Review, (3):1-10
5. Grewal, R., et al. (2010). "Governance mechanisms in business-to-business electronic markets." Journal of Marketing 74(4): 45-62.
6. Rochet, J.-C. and J. Tirole (2004). Defining two-sided markets, Citeseer.
7. Rochet, J.-C. and J. Tirole (2004). Two-sided markets: an overview, IDEI working paper.
中文文獻
1. 中華民國交通部觀光局 (2008-2013). 來台旅客消費及動向調查, 中華民國交通部觀光局.
2. 王娜 and 谭力文 (2010). "基于双边市场的平台企业定价策略研究." 首都经济贸易大学学报(2): 59-64.
3. 胡岗岚,卢向华and黄丽华(2009) "电子商务生态系统及其演化路径"经济管理.
4. 陳威如、余卓軒 (2013). 平台革命：席捲全球社交,購物,遊戲,媒體的商業模式創新, 商業週刊.
5. 程贵孙、陈宏民、孙武军 (2006). "双边市场视角下的平台企业行为研究." 经济理论与经济管理.
6. 黄勇 and 周学春 (2013). "平台企业商业模式研究." 商业时代(23): 23-26.
7. 嚴長壽. 旅行台灣。說自己的故事, 中華電信基金會. 2015.
網際網路
1. UTAXI官方網站, 取自http://www.utaxi.com.tw/
2. 台灣小旅行官方網站, 取自http://www.togethere.com.tw/
3. 台灣計程車學院協會官方網站, 取自http://www.taxi.org.tw/
4. 台灣小旅行粉絲專頁, 取自https://www.facebook.com/togethere
5. TAXI RANGERS計程車特攻隊粉絲專頁, 取自
https://www.facebook.com/TaxiRangers
6. DingTAXI叮叮包車官方網站, 取自https://www.dingtaxi.com/
7. DingTAXI叮叮包車粉絲專頁, 取自https://www.facebook.com/dingtaxi |
| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
102364115 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102364115 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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