Facebook 平台商業模式創新之個案研究

隨著人與人之間的溝通越來越趨向數位化、行動化，以智慧型手機為代表的行動設備正進入前所未有的發展階段。因此，本研究以行動社交網餓了麼平台個案，以O2O平台商業模式分析方法，探索餓了麼商業模式創新。經研究結果顯示，新的價值主張是商業模式創新的源頭，較早的市場進入是新商業模式創立的關鍵。隨著外賣訂餐平台的競爭趨於同質化，基於外賣O2O產業鏈的資源整合將成為未來競爭的關鍵。通過與開放平台，第三方物流平台和第三方支付等利益相關方的合作，餓了麼已初步建立一個基於外賣配送服務的產業鏈生態系統(ecosystems)，並逐步覆蓋「入口+服務+支付」的O2O閉環體系。以自身為中心的產業鏈生態系統的建構，不僅能利用各利益相關方的優勢相互促進，共同提高產業鏈運作的效率，且能進一步突出企業在整個產業鏈中的核心地位，提高企業對產業鏈資源的控制能力和整合能力，為新商業模式的發展提供有力支持。

關鍵字

社交網；商業模式；平台型企業

並列摘要

communication, represented by the smart phone, the mobile equipment is now entering an unprecedentedly development period. Therefore, this research is based on the mobile social networking service platform- ele. me, analyzed by O2O platform business model, to explore the innovation of ele. me business model. As a result, new value proposition is the source of business model innovation, and earlier market entry is the key point to establish business model. With homogenized competition between the food delivery platform, resource integration based on food delivery business chain will be the key point for future competition. Through the cooperation with interest related party, such as open platform, 3rd party logistics and 3rd party payment, ele.me begins to establish an industrial chain ecosystem based on food delivery service, and it's gradually covering the "entrance + service + payment" closed-loop system. The establishment of an industrial chain ecosystem with oneself as the center can not only encourage the advantages of interest relative parties, upgrade the efficiency of ecosystem; furthermore, it can also highlight the core position of oneself in the ecosystem, upgrade the control and integration to ecosystem resource, which is the solid support to the development of new business model.