以平台策略探討學生社團經營管理-以TMBA社團為例

Using Platform Strategy to Explore Student Club Management - A Case Study of TMBA

劉致宏(Chih-Hung Liu)

指導教授 ： 江炯聰

國立臺灣大學/管理學院/商學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10179

摘要

現今國內社團經營的文獻呈現百花齊放的態勢，無論是質化、量化、文獻整理等方式，皆有多數研究人員嘗試，可見得社團經營此議題日益獲得重視。然而，在文獻整理的方式中，本研究發現多數研究人員是採用非營利組織相關經營策略、或策略管理相關之文獻來探討，鮮少使用原先為網路科技領域的平台策略作為探討社團經營之方法。在本研究中，筆者認為學生社團本質上就是一個平台，社團利用一些誘因集結了一群彼此不認識的人，在此平台上互動、學習、成長，甚至從彼此身上互蒙其利，而其中雙方互動所產生的利益，就是此平台、此社團所創造出的價值。因此，若能嘗試運用平台策略，作為本研究個案社團之探討方法，探討TMBA社團的營運，相信將會是一個有趣的探索過程，也會是在探討社團經營上一個新的嘗試。
本研究所探討之個案 - TMBA社團，是一個由台大、政大商管學院研究生(MBA)所組成之聯合性社團，其主要的社團活動包含開設投資、行銷相關實務的社團演講課程給予在學的商管研究生、發行投資建議性質的投資分析刊物(讀者群涵蓋學生與業界實務人士)、以及大型收費的投資實務講座，目的即為扮演學術與實務間溝通的平台。但除此之外，為了能參照其他世界一流大學的學生社團經營，本研究亦擷取哈佛大學的商管類社團來參考比照，藉此了解台灣與國外的商管學生，在學生社團的組成目的上，或是在學生社團經營的管理上，是否有所差異？並藉此發現彼此可以更加改善的地方，讓彼此在社團經營上能更加精益求精。
本研究主要分析個案的方法為Evans & Schmalensee (2007)於Catalyst Code一書中的觸媒策略六步驟，希望透過此分析方法，來挽救2010-2012年慘淡營運的TMBA社團能回復到2001-2010年的輝煌時光。首先本研究回到最根本的問題來探討，到底TMBA社團是要對誰提供服務？也就是說TMBA社團的目標客群到底在哪裡？TMBA社團是否有辦法滿足它們的需求？TMBA社團的競爭優勢是否足夠？其所衍伸出來的價值主張又是什麼？是否夠獨特、夠具吸引力？以及該如何去設計TMBA社團此連結學術與實務平台的互動機制？此外，本研究更進一步依此平台機制分析的結果，給予TMBA社團成為該領域平台領導者的建議與改善方針，期許TMBA能維持、或有朝一日能再度重回該領域之平台領導者。

關鍵字

學生社團 ； 學生社團經營 ； 平台策略 ； 機制設計 ； 平台領導者 ； TMBA

並列摘要

There are more and more domestic researchers try to conduct research of student club management by the method of qualitative, quantitative, or literature review, etc. Therefore, we can realize the issue of student club management is gaining more and more attention than ever before. However, among the method of literature reviews, this thesis found that most researchers conduct research by the business strategy of non-profit organization or related papers of strategy management, but fewers to apply the platform strategy which was originally used in the field of information and technology, to research the issue of student club management. In this thesis, I consider the student club as a platform, which can attract a bunch of people, to interact, learn, grow, even benefit from each other. And the benefit made by the interaction between people is exactly the value of this platform. Therefore, if we can try to use platform strategy to conduct research of student club management, maybe it would be a interesting process, and maybe it would be a innovative way to explore student club management.
The case we study – TMBA, which is made up of students who come from College of Management in NTU and NCCU. TMBA’s main activities are including, holding pratical lecture course of investment and marketing, publishing financial investment article (the subscriber includes student and practitioner), and the pratical investment workshop. By doing so, TMBA wants to play a role of platform between academic world and real business world. Moreover, in order to refer to other student clubs from the first class of business school in the world, this thesis takes student clubs from Harvard as a reference, to see whether the difference such as the purpose of establishment, the method of management, between NTU and Harvard. And to find the place which both can make some improvent or progress.
The research mehod this thesis used is Catalyst 6 Steps from the Catalyst Code, written by Evans & Schmalensee, 2007. This thesis wants to resolve the difficult situation TMBA met during 2010-2012, by using the platform strategy, hope TMBA can back to the brilliant time what TMBA has used to be. Firstly, this thesis back to basic problem, who does TMBA want to serve? Who is TMBA’s target audience? Does TMBA can fulfill their demand? Is TMBA’s competitive advantage enough? What is TMBA’s derived value proposition? Is it unique? Is it attractive? How to design the mechanism of platform between academic world and real business world? In addition, this thesis wants to come up with suggestion for TMBA to be platform leader based on the result of mechanism of platform, hope TMBA may sustain or someday has chance to back to platform leader in this field.

並列關鍵字

student club ； student club management ； platform strategy ； mechanism design ； platform leader ； TMBA

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