Online to Offline營運模式分析與比較研究

Analysis and comparison research on Online to Offline business models

李品翰(Pin-Han Lee)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.01566

摘要

從預購體驗折扣服務的出現，每日半價網站已有顯著的成長。每日半價網站掌握市場上來客量過少的服務店家具有廣告的需求，藉著每日半價網站促銷店家商品。最初預購體驗折扣服務出現，短暫兩年多的時間，每日半價網站創立於全世界各地，本研究將這樣的電子商務平台稱為「b2c」的形式，因為每日半價網站主要服務的對象是規模比較小的店家，資源通常比較少，以小寫的「b」區別原有電子商務平台的大型企業Business「B」。

從過去電子商務平台的演進，B2C,C2C,C2B,B2B為主要四種類型，但本研究只針對與消費者相關的三種類型B2C,C2C,C2B探討，針對基本的營運模式作為分析，並歸納經營企業面對不同產業及顧客特性的成功要素，接續將針對每日半價網站b2c的形式作深入探討，從供應端-提供促銷店家的特性，每日半價網站如何對店家產生吸引力，透過每日半價網站的廣告與促銷，並且善用社群網站的力量，強化廣告的效用，從大幅折扣觀點進一步探討消費者從中獲得的價值。

就各類型電子商務平台的營運模式探討之後，以C2B的Priceline和b2c的每日半價網站，產品或服務的傳遞價值，消費者是以Online to Offline的形式產生效用，所以針對Priceline和每日半價網站最基本的服務對象，從供應端(廠商)和需求端(終端消費者)探討相異之處。

每日半價網站在短期有非常顯著的成長與龐大的營收，從以上的研究當中，將推論預購體驗折扣的商業模式長期經營是否可以成立。

關鍵字

預購體驗折扣 ； 每日半價網站 ； 市場價值 ； 來客量曲線

並列摘要

Since the upfront experience discount service appeared, everyday half- price websites have grown significantly. Everyday half- price websites provide service to the stores with small scale which strongly have advertising demand. Everyday half- price websites sells promotional product or service online with half price or even lower. For the past 2-year development, everyday half- price websites have established worldwide. The research here called this platform as “b2c” type since the websites mainly serve those stores with small scale. Generally speaking, these stores have much less resource and capability than enterprise. Here we name with lowercase letter ‘b’ for distinguishing from uppercase letter “B” which stands for enterprise.

From e-commerce platforms evolving, there are mainly four types which are B2C, C2C, C2B, and B2B. However, we here discuss the types relevant to consumers which are B2C, C2C, C2B types. The research focuses on the basic business model concept and gives counterparts of successful enterprise. And put the emphasis on b2c business model. From supply and demand perspective, point out the features of each side. How they are satisfied with everyday half- price websites.

After discussing each type of e-commerce platforms, the research will take a deeper comparison between Priceline of C2B type and everyday half- price website of b2c. Since both of the platforms have the similar characteristic-O2O,which means consumers shop online and generate the product or service value at special place such as flight tickets, hotels, car rentals…Therefore, the research will center the features of supply and demand side and compare what difference between them.

Eventually, the research combines analysis above and concludes the b2c business model for everyday half-price website whether continues working in in the long run.

並列關鍵字

Upfront experience discount ； Everyday half-price website ； market value ； customer volume curve

參考文獻

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