政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/98693

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/98693

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/98693

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/98693

Title:	共享型平台企業之策略行銷分析 Strategic Marketing Analysis in Sharing Platform Companies
Authors:	吳其錚
Contributors:	邱志聖吳其錚
Keywords:	策略行銷 4C架構共享經濟平台 Airbnb 愛日租 Strategic Marketing 4C Framework Sharing Economy Platform Airbnb Airizu
Date:	2016
Issue Date:	2016-07-01 16:10:21 (UTC+8)
Abstract:	近年來，由於行動科技的盛行以及共享經濟的浪潮之下，有越來越多企業改變了以往的商業模式，從傳統的加工製造，轉向媒合產業中的供給和需求，銷售有形的產品和硬體設備不再是其主要的獲利來源，共享型的平台企業開始大量在市場中出現，企業開始透過提供媒合供需的服務，轉型成為共享型的平台企業。雖然共享型的平台企業開始大量在市場中出現，但真正能夠成功並且持續成長的卻少之又少，因此，本研究以目前全球最大的出租私人房屋平台Airbnb，以及中國相應失敗案例愛日租等兩家具有經營與流量規模的共享型平台企業做為研究個案，以策略行銷4C架構來分析，在其創業初期雙邊市場群體所面對的交易成本，並探討兩家個案在經營上採用的相異行銷策略產生的4C正向循環以及負向循環。最後，本研究給予即將發展共享型平台企業之新創事業及中小型企業未來策略發展方向，在發展初期，平台企業若仿效愛日租個案在極短期內透入大量資金完全複製其他成功個案的商業模式是存在失敗風險的，應該效仿Airbnb長期動態的分階段、分項解決行銷交換成本，建立一個正向的4C循環，將雙邊市場群體皆突破用戶臨界數量，以觸發網路效應，以幫助其在有限的資源之中達到有效快速的成長。 Recently, due to the advanced internet technology and the trend of sharing economy, more and more company has changed their usual business model, from the traditional manufacturing to the service of gathering demands and supplies. Selling the tangible products and equipment is no longer the main source of profit. More and more sharing platform companies have appeared in the market and the business has transformed its business model by degrees. Although there are more and more sharing platform companies emerge in the market, very few company can maintain the growth. This study takes the largest global house-renting platform, Airbnb, and the corresponding platform, Airizu, for comparison. And use the 4C framework to identify the transaction costs that the sharing platform companies and the bilateral party faced and further discover the different strategies used by the two cases. Finally, this study provides the sharing platform companies some recommending strategy of future development. For those startups in the very beginning stage, if the platform companies go for the strategy that Airizu took, by throwing in capitals to copy the entire business model from others, it will undertake huge financial risks, and on the other hand, if the platform companies go for the strategy that Airbnb took, by solving the transaction costs step by step in the long term, it will have better chance to get a 4C positive cycle. To not only raise the number of users from the bilateral parties to reach the network effect, but also help the company to achieve great success within limited resources. 第一章緒論 1 第一節研究背景與動機 1 第二節研究目的與研究問題 3 第二章文獻探討 4 第一節共享經濟 4 第二節雙邊市場理論 11 第三節策略行銷4C理論 14 第三章研究方法 20 第一節研究方法 20 第二節研究對象及範圍 21 第三節研究設計 23 第四節研究架構 24 第四章個案分析 25 第一節 Airbnb之發展歷程與現況 25 第二節愛日租之發展歷程與現況 38 第五章結論與建議 43 第一節研究結論 43 第二節研究限制及未來研究建議 45 參考文獻 46
Reference:	一、英文文獻 1. Botsman, Rachel (2010). "What`s Mine Is Yours: The Rise of Collaborative Consumption." 2. Chase, Robin (2015). "How People and Platforms Are Inventing the Collaborative Econmomy and Reinventing Capitalism." 3. Felson, Marcus, and Spaeth L. Joe (1978). "Community Structure and Collaborative Consumption: A routine activity approach." 4. Owyang, Jeremiah, Samuel, Alexandra, and Grenville Andrew (2014). "Sharing is the new buying." 5. Stephany,Alex (2015). "The Business of Sharing: Making it in the New Sharing Economy." 二、中文文獻 1. 李欣(2015)，共享經濟之困境與限制—以Airbnb為例，國立政治大學科技管理與智慧財產研究所碩士論文。 2. 邱志聖(2014)，策略行銷分析：架構與實務應用，臺北市，智勝文化出版。 3. 陳威如、余卓軒(2013)，平台革命，臺北市，商周出版。 4. 黃郁珊(2015)，線上口碑網站成功個案之策略行銷分析：以TripAdvisor、Yelp、愛評網為例，國立政治大學國際經營與貿易研究所碩士論文。 5. 游翔琳(2015)，多邊平台打造生態圈之模式探討—以臉書為例，國立中央大學產業經濟研究所碩士論文。三、網路資源 1. 邱志聖(2012)，4C的良性循環vs.惡性循環，策略行銷分析4C架構新知網站，取自http://sma4c.blogspot.tw/2012/05/4cvs.html 2. 范冰(2016)，成長駭客的祕密：破解Airbnb「四兩撥千斤」的技術智慧，Cheers快樂工作人雜誌，取自http://www.cheers.com.tw/article/article.action?id=5074977 3. 蘇宇庭(2016)，共享經濟霸主——Airbnb的成長駭客之路，數位時代，取自http://www.bnext.com.tw/article/view/id/38813 4. Benson Sun(2015)，【失敗者聯盟】No.4 愛日租—中國山寨版Airbnb的隕落史，Alpha Camp，取自https://blog.alphacamp.co/2015/02/17/the-fail-of-airizu/ 5. 共享經濟崛起對臺灣中小企業之機會與挑戰，台灣經濟研究院區域發展研究中心，取自http://www.cnra.org.tw/edm/20150424.pdf 6. 合作媒體(2015)，Airbnb 創始人採訪回憶錄 -「我是一隻打不死的小強！」，Inside，取自http://www.inside.com.tw/2015/11/28/scaling-airbnb-with-brian-chesky%E2%80%8A-%E2%80%8Aclass-18-notes-of-stanford-universitys-cs183c 7. 合作媒體(2015)，Airbnb 創始人訪談：「讓100 個人徹底死心塌地瘋狂愛上你，而不是 10000 個人喜歡你。」，Inside，取自http://www.inside.com.tw/2015/11/29/scaling-airbnb-with-brian-chesky%E2%80%8A-%E2%80%8Aclass-18-notes-of-stanford-universitys-cs183c-2 8. CrunchBase，取自https://www.crunchbase.com/organization/airbnb#/entity 9. 360百科，取自http://baike.so.com/doc/6496721-6710435.html
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 103363077
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0103363077
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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