共享經濟之商業平台模式研究-以Uber為例

近年來「共享經濟」的風潮興起。其主要的精神是把自己目前用不到的東西出租給需要的人使用，用閒置資產來創造經濟效益解決。因此，可以出租的東西變得五花八門，如何媒合「供給」與「需求」，也成為許多網路創業者的創業題目。而本文個案公司Uber便是其中一個相當成功及經典的案例。本研究想藉由「商業模式」與「價值創造」之文獻分析與探討並進一步研究其與新興的「共享經濟」之商業模式的關聯。另外，由於「共享經濟」之商業模式迥異於傳統之模式（由傳統Business-to-Customer 轉變成Consumer-to- Consumer）故也衍生了新的「平台生態圈」理論。　　因此本研究也將就「平台生態圈」理論與標的個案進行分析及探討。首先，本文藉由文獻回顧整理出相關理論。隨著時間的推演演化，分析並說明其相關意涵來作為本研究的理論基礎。隨後，說明本研究所使用的架構、方法、研究對象與範圍以及資料蒐集方式及其限制。接著，本文先就本文擬研究之個案公司說明其發展沿革與其經營模式之基礎設計。接下來本文選定適當之理論作為探究基礎來解構個案公司經營模式，同時分析個案公司如何以「平台生態圈」的理論來進行媒合雙邊市場的客層進而創造價值。在此之後，本文以分析個案公司商業模式、價值創造與平台生態圈理論為基礎進行個案分析及研究並輔以與個案公司有著相同商業模式但不同經營內容及方式的Airbnb來分析比對其同與不同的部份。進一步的了解平台商業模式是如何創造出價值。最後，在結論中，針對個案公司的商業模式及價值創作的部份進行總結。本文期能藉由此研究發現共享經濟未來發展趨勢以供新創事業得以借鏡並創造出價值。

關鍵字

優步；商業模式；平台生態圈；價值創造

並列摘要

In recent years, the "Sharing Economy" trend has risen. The underlying spirit of the notion is to share or rent to others the idle assets of our own that is unutilized for a more efficient economy state. As such, a plethora of shared services surfaced and the matchmaking of "Supply" and "Demand" has become the topic that many internet based entrepreneurs seek to address. Uber, the subject of this paper, is an accurate representation of a successful and classical case of the sharing economy. This study aims to cross reference methods of "Business model" and "Value creation" for analysis and discussion of further research possibilities that is associate with the emerging "Sharing economy" business model. Due to the "Sharing economy" business model deviating from the traditional methods (from Business-to-Customer towards Consumer-to- Consumer), a new "Platform ecosystem" theory has surfaced. Therefore, this study will also attempt to explore this theory on the case subject for analysis and review. First, this study will underline the applicable theories as literature review, followed by analysis and definition of the relevant theories that has evolved over time. In addition, this paper will illustrate the composition of this study including methodologies, subjects of study and scope with consideration to data collection methods and limitations. Followed by the examination of the case subject on the development and design of the company as it evolves its business model. After which, the study will seek to determine the appropriate theory for deconstruction of the case subject in attempt to explore the company business model and analyze how the subject creates value by matchmaking within the "platform ecosystem" theory. Moreover, based on the review of company business model, value creation and ecosystem platform theory, the study will identify a comparable firm, Airbnb, that exhibits similar business model but varying in management methods for a deeper understanding on how value is created within platform business models. Finally, the case will summarize the case subject's business model and value creation methods as well as provision of plausible directions for future developments on business model for the case subject. This paper seeks to discover the trend of "Sharing economy" and let the new found businesses can create value.

並列關鍵字

Uber ； Business model ； Platform ecosystem ； Value creation

參考文獻

戴劭岑(民 100)，「企業經營模式與專利授權策略之探究─以矽智財供應商為

Lindgart, Z., Reeves, M., Stalk, G. & Deimler, M. S. (2009). Business Model Innovation. When the Game Gets Though, Change the Game. Boston: The Boston Consulting Group.

大衛鮑維特(民 90)，價值網：改造組織流程、提升企業獲利，台北市: 商周出