從會員經濟看電動機車共享商業模式

From Membership Economy to Sharing Economy

曾郁茜

《機械工業雜誌》 418期 (2018/01) Pp. 76-80

摘要

成功的共享經濟，多需仰賴會員經濟，會員經濟成功與否的關鍵衡量指標在於顧客終生價值與顧客留存率，與一般所有權經濟重視的轉換率、交易規模、規模經濟不同，此外，亦必須掌握顧客對於品牌的價值衡量，包含服務體驗中的舒適度、好感度、回購率等均為衡量指標。但在會員經濟中仍會面臨個別服務差異化降低、營運地區或使用族群生活習慣差異等問題，以至於對痛點感受程度不一，因此服務營運商之會員制策略必須因地制宜設計，以維護長期消費者忠誠度。

關鍵字

會員經濟 ； 共享經濟 ； 電動機車

並列摘要

A successful sharing economy mostly depends on membership economy. Instead of turnover rate, transaction scale and scale economy in ownership economy, customer lifetime value and customer maintenance rate are the key determinants to evaluate whether a membership economy is successful. Besides, the enterprise should also value the consumer feedback toward the brand, including the criteria such as comfortability, favorability, and repurchase rate. However, in membership economy, the enterprise would face the problems about the lack of differentiation service for individual customers according to reginal differences and different user habits while the customer’s pain points can be different. Therefore, the membership strategy of service providers must be tailored in order to maintain long-term customer loyalty.

並列關鍵字

Membership Economy ； Sharing Economy ； Electric Scooter