貝殼放大公司價值主張與價值適配之研究

回顧去年2020年台灣群眾集資（Crowdfunding），中文又稱為群眾募資、群募，中國大陸稱之眾籌，總金額創下台灣群眾集資的歷史新高，不僅突破25億台幣，贊助人次亦首次超過100萬，破千萬台幣的集資計畫件數更高衝上72件（資料來源：群眾觀點《2020群眾集資年報》），顯現群眾集資在台灣的蓬勃發展，而以群眾集資顧問為專業的行銷公司亦如雨後春筍。本研究以台灣最早且最具規模的群眾集資顧問公司貝殼放大股份有限公司（以下稱貝殼放大、個案公司）為研究分析對象，使用個案研究法，以及多重方法收集資料，包括參考次級資料、半結構式的訪談，再依 Alex Osterwalder 在《價值主張年代》中提出的「價值主張圖」為分析工具，整理出個案公司的價值地圖，與個案公司客戶的顧客素描、非個案公司客戶（潛在客戶/一般群眾集資提案人）的顧客素描，分別進行價值適配之交叉分析，探討個案公司之價值地圖與兩群顧客素描是否成功適配，最後依據適配未成功的部分提出改善方法，並提出未來發展的策略建議。研究發現顧客痛點及顧客獲益二個構面，個案公司客戶及非個案公司客戶皆有未完全被滿足之處，例如相較於個案公司價值地圖中強調之協助客戶進行受眾定位與擴張的痛點解方，個案公司客戶更重視感性的關懷、靈活的溝通與應變；非個案公司客戶則認為回饋方案的設計、維持專案熱度、KOL 的規劃與洽談更是錐心之痛等。本研究依據適配分析結果，建議個案公司調整顧客溝通流程及改變行銷溝通策略，解決客戶及潛在客戶之錐心痛點、創造其等期待之獲益；同時，亦結合市場及競爭分析之結果，提出未來發展策略之建議，期待個案公司建立產業壁壘，形成高門檻之商業模式，持續獲得成長動能。

關鍵字

群眾集資；群眾募資；群募；眾籌；貝殼放大；價值適配

並列摘要

The total amount of crowdfunding in Taiwan last year reached a record high of 2.5 billion New Taiwan dollars. The total sponsors were more than 1 million people for the first time, and the number of crowdfunding projects with funding of more than NT$10 million even reached to 72 projects (Source: The 2020 Crowdfunding Annual Report by CrowdWatch). It shows that crowdfunding is booming in Taiwan, and there are many marketing companies specializing in crowdfunding consultants that have also sprung up everywhere in Taiwan. The case company for this study is BACKER-FOUNDER COMPANY LIMITED, the earliest and largest crowdfunding consultant in Taiwan. This study uses the case study method and multiple methods to collect data by referring to secondary data, interviewing with semi-structured interviews, and then using the "Value Proposition Canvas" proposed by Alex Osterwalder in "Value Proposition Design" as an analysis tool to compile a value proposition canvas for the case company, and then cross-analyze it with the customer profile of the case company's clients and the customer profile of the non-case company's clients (potential clients/general crowd-funding sponsors). We investigate whether the value proposition canvas of the case company and the two customer profiles are successfully matched or not, then we suggest the improvement methods for those parts that are not successfully matched, and propose strategies for future development. The study found that the clients from both the case company and the non-case company have not been fully satisfied with the pain points and the gains of the customers. For example, compared with the pain point solution that helps the client to position and expand the audience as emphasized in the value proposition canvas for the case company, the client from the case company places more emphasis on emotional care, flexible communication and response; while the client from the non-case company thinks that the design of the feedback program, maintaining the project's enthusiasm, and the KOL planning and negotiation are even more painful. Based on the results of the appropriate analysis, this study suggests that the case company should adjust its customer communication process and change the marketing communication strategy in order to solve the pain points of customers and potential customers and create the expected benefits for them. Meanwhile, the company has combined the results of market and competitive analysis to propose future development strategies, including running a we-media brokerage company, expanding the scope of consulting services and assisting the sponsor in cross-border expansion in the Southeast Asia region. We expect the case company would build up the industry barriers and form a high threshold for the business model in order to grow continuously.

並列關鍵字

crowdfunding ； BACKER-FOUNDER ； value appropriation ； value Fit ； business model

參考文獻

一、英文部份

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貝殼放大公司價值主張與價值適配之研究

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