共享經濟Uber商業模式探討- 以台灣與美國加州為例

俗話說，你需要，但未必要擁有，這一句話解釋了共享經濟的模式與精神，自2006年以來科技發展迅速，消費者開始使用智慧型手機，與APP，讓平台建置服務，線上購物習慣與評價系統，建立信任陌生人的機制，2006年FaceBook公司成立，陸續改變了資訊傳播的方式，因為社群網路的出現，像是推特、Line、Instagram等，因此新想法新創意很容易擴散出去，共享經濟是一個需要大眾分享的商業模式，而Uber就是共享經濟潮流下的一個代表範例，成立於2009年，已在全世界500多個城市提供服務，共享經濟力量不容小覷。在未來會有更多方面的應用，無人駕駛汽車、空中計程車，一鍵呼叫、垂直起降、自動駕駛是未來的發展方向，Uber不只憑藉著共享經濟的概念與新科技的發展，Uber也利用社群網路、做了很好的媒體行銷，不用特意花高昂的廣告費和代言費，也在世界各地掀起諸多話題。但是在臺灣，Uber於2017年初因違法罰款高昂而暫停營業，調整經營模式後重新開張；2017年底，路透社報導歐盟最高法院判定Uber屬交通運輸業，當科技新創與傳統產業角力時，如何取得當局、民眾信任，藉此更深入的了解這個新興交通運輸工具的營運模式，結合產業分析與Uber個案分析藉此來探討Uber共享經濟的營運模式是否能夠在台灣保有共享經濟的精神與創業的初衷或是台灣政府是否有更好的方式面對共享經濟的新創產業。

關鍵字

共享經濟；商業模式；優步；策略

並列摘要

As the saying goes, it is not necessary to own everything that you need. This sentence explains the mode and spirit of the sharing economy. Since 2006, technology has developed rapidly. Consumers have started to use smart phones and APPs. Platform establishment services, the evaluation system of online shopping habits all help the establishment of a mechanism for trusting strangers. Since the establishment of FaceBook in 2006, it has gradually changed the way information is disseminated. As social networks, such as Twitter, Line, and Instagram emerged, it is very easy for new ideas and creative ideas to spread out. The sharing economy is a business model that focuses on the sharing of the general public. Uber is a representative example under the trend of the sharing economy. Founded in 2009, Uber has provided services in more than 500 cities around the world, and the sharing economy must not be underestimated. In the future, there will be more applications. Driverless cars, air taxis, one-touch calling, vertical take-off and landing, and automatic driving are the future development directions. Uber is not only relying on the concept of sharing economy and the development of new technologies. It also uses the social network for a better media marketing, so that it does not have to spend high advertising fees and endorsement fees to catch people's eyes around the world. However, in Taiwan, Uber suspended its business due to high illegal fines in early 2017 and it reopened after adjusting its business model. At the end of 2017, Reuters reported that the EU Supreme Court ruled that Uber belongs to the transportation industry. When start-ups in technology field and traditional industries compete with each other, how to win the trust of the authorities and the public to allow them to gain a deeper understanding of the operating mode of this emerging transportation tool? This paper combines the industry analysis and Uber case studies to explore whether the Uber's operating model in sharing economy's can carry on the spirit of sharing economy and entrepreneurship in Taiwan. It also explores whether the Taiwan government has a better way to face new industries in sharing economy.