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Title:	組織關鍵活動與商業模式之關聯研究 – 以澳門訂餐外送平台為例 Study on the Relationship between Organizational Critical Activities and Business Model – A Case Study of Order and Delivery Platform in Macao
Authors:	周淑娜
Contributors:	洪為璽周淑娜
Keywords:	網際網路外送平台組織關鍵活動商業模式行動應用程式 Internet Delivery platform Organization critical activities Business model APP
Date:	2018
Issue Date:	2018-02-05 17:14:09 (UTC+8)
Abstract:	外送平台為滿足餐廳與消費者需求的外送平台。現代人生活繁忙，加上對網際網路的高度依賴，大部分人都希望透過網路解決日常生活問題，包括餐飲。由於人們的生活習慣改變，傳統餐飲外送都是打電話去熟悉的店家要求外送，餐飲外送平台服務的出現顛覆了傳統到餐廳用餐的習慣。本個案研究透過訪問澳門標竿訂餐外送平台A公司，以及次級資料的輔助，去探討組織關鍵活動與商業模式之關連性、帶給消費者的價值與關鍵成功因素，作為以後欲加入外送平台業者之參考加值。　　新創事業會以商業模式為其事業作系統化的分析，集中市場需要，透過商業模式來解釋企業如何獲利，透過獨特的商業模式在市場上競爭。商業模式建立後，企業便希望能夠監控企業某些活動以達到短、中、長期的成功。企業投放最多資源、受高階主管重視，而且不斷實行的活動，稱為「組織關鍵活動」。　　Ａ平台為新創企業，在始創期時需要大量的資金去發展不同的業務與行銷活動。平台在剛開始運作時曾因外送人員不足、安排外送路線混亂等問題導致送餐時間延誤，或是當餐點送到客戶手裡時已冷掉。因此本研究經過對個案公司人員深入訪談，找出該企業的六項組織關鍵活動，依排序分別為募集資金、擴充外送團隊、加強宣傳力度、拓展業務範疇、優化平台服務、團隊管理。　　本研究發現企業透過商業模式幫助企業定義如何創造、傳遞及獲取價值的手段與方法，是屬於發展規劃較前面階段的概念。當企業為其業務發展定位後，便開始找出企業在商業模式的基礎上針對組織想要達到的成功目標，去不斷實行相關的活動，再配合企業本身特有的關鍵成功因素，使得整個企業發展架構更有系統，對企業長遠發展能產生關鍵性作用。　　The delivery platform connects the needs of restaurant and consumers. Nowadays, people with busy life and are highly depending on the Internet in their daily life, including ordering meals. As people`s living habits are changing, the start-up of delivery platform subverts the traditional habit of dining in the restaurant. This study explores the connection between the Organizational Critical Activities and Business Model through the interviews with Macau`s outstanding meal delivery platform A and with the assistance of secondary materials to bring the value and success factors of consumers for the future entrants who wish to join the delivery platform as a reference. 　 Start-ups need a systematic analysis of their careers based on business models to identify how businesses can make money and compete in the market through unique business models. After the establishment of the business model, enterprises need to monitor certain activities of enterprises in order to achieve short, medium and long-term success. Organizations that place the most resources, are valued by top executives, and are constantly conducted, termed “Organization Critical Activities." 　Delivery Platform A as a start-up business, it needs huge amount of money to develop different business and marketing activities. It faces a lot of difficulties such as lack of human power for delivery, confusion in delivery routes or the meals are getting cold when they delivered to customers. After conducting in-depth interviews with company personnel, the study lists six organizational critical activities in sequence, namely raising funds, expanding delivery team, advertising, expanding business scope, optimizing platform service and team management. 　　Enterprises start the business by using Business Model as the tool for positioning. Such model helps enterprises to define how to create, transfer value to customers, which belongs to the early stage of the business development planning. Then, enterprises start to consider what activities the enterprises have to implement base on the positioning result of Business Model. By combining with the company’s unique key success factors, the proposed analysis framework is more systematic and plays a key role in the long-term development of the enterprises.
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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) 105363121
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105363121
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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