以區塊鏈技術設計具有低交易成本與低策略聯盟風險之企業積分聯盟平台框架

A blockchain-based loyalty reward points scheme alliance platform with low transaction cost and low strategic alliance risk

徐紹閔(Hsu Shao-Min)

指導教授 ： 林我聰

國立政治大學/商學院/資訊管理學系/碩士(2018年)

https://doi.org/10.6814/THE.NCCU.MIS.013.2018.A05

摘要

現今企業積分計畫與企業積分聯盟，因集中式系統與積分營運商等第三方中介機構所帶來之缺陷，交易延遲、積分移轉需手續費以及企業積分計畫繁雜，提高了顧客的交易成本，造成了現今企業積分計畫的顧客帳戶活動率低以及顧客的保留率低。而企業積分聯盟為新型態的策略聯盟，同樣遭遇到了與策略聯盟相同的風險，關係風險與績效風險。關係風險需透過合約控制與退出條款來管理風險，而績效風險需同樣透過退出條款、短期合約與夥伴選擇來管理。然而現今多數合約還是透過紙本合約來規範企業間的行為，而這將有很大的侷限性，且一旦發生衝突，法庭將是唯一解，其成本高昂。同時在過去夥伴選擇較少考慮到了聲望指標，就算有也假設企業間須分享敏感資訊，可行性較小。因此設計一以區塊鏈技術為基礎的平台，整合企業積分計畫，透過區塊鏈的去中心化設計與共識機制來降低顧客的交易成本，並透過智能合約的設計來降低聯盟的風險，以及透過公開的交易紀錄，提出一個基於區塊鏈的夥伴選擇模型。

關鍵字

區塊鏈 ； 企業積分計畫 ； 企業積分聯盟 ； 策略聯盟 ； 風險 ； 基於聲望的夥伴評選

並列摘要

The major drawbacks of the current loyalty reward points scheme alliance which is associated with the third-party intermediaries, are (1) the trading delay, (2) the fee of transferring reward points and (3) the complicated loyalty reward points raise customer's transaction cost. Loyalty reward points scheme alliance are the new type of strategic alliance, also encountered relational risk and performance risk. Nowadays, managing relational risk by contractual control and exit provisions, and managing performance risk by short-term contract and partner selection. However, most contracts today regulate the inter-firm behavior through paper contracts, which have limitations. Nowadays, when selecting partner, although its reputation was taken into consideration, assuming that all enterprises must share sensitive information. We propose a platform based on blockchain technology. This platform reduces customer's transaction cost by blockchain's decentralization and consensus mechanism, and reduce strategic alliance risk by designing smart contract, and propose a blockchain-based reputation-based partner selection model to be better to choose partners.

並列關鍵字

Blockchain ； Loyalty reward points scheme ； Loyalty reward points scheme alliance ； Strategic alliance ； Risk ； Reputation-based partner selection

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