以Multisided Platform觀點分析PayPal事業經營模式

Analyzing Business Model of PayPal in the Perspective of Multisided Platform

許俊傑(Chun-Chieh Hsu)

指導教授 ： 江炯聰

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10171

摘要

本研究目的在於以PayPal公司做為Multisided Platform之一實例個案研究，並搭配Chesbrough and Rosenbloom所提出的Business Model分析模型，找出PayPal的關鍵成功因素與對未來營運方向的建議。

本研究認為PayPal的關鍵成功因素為一開始能以下列方式解決Multisided Platform中最難解的 Chicken-and-eggs問題：

1.以免費使用與註冊、推薦紅利等促銷手法來吸引會員註冊
2.提出足以吸引收、付款者前來一試的價值主張
3.善用病毒式的行銷手法

而之後擊敗eBay、 Yahoo、 CiTi Group的成功的關鍵因素為：

1.享有先行者優勢
2.無後顧之憂的財務支持
3.選擇正確的目標客群與eBay購併後的綜效發揮
4.提供給會員最需要的價值

根據本論文研究分析，得出以下對PayPal未來發展的建議：

1.技術輸出：
提出一套有效防堵假的PayPal的登錄網頁與假藉PayPal名義所散發的詐欺電子郵件的措施。

2.市場發展：
應加緊腳步佈局全球市場，首要任務是儘速建構各種語言的使用平台。

3.收入與成本來源：
（1）提高PayPal Money Market Fund的報酬率
（2）增加對會員服務的支出

4. Google Checkout的挑戰：
把握先行者優勢，以提高會員的轉換成本與Lock-in效果，並持續加增會員對PayPal安全性的信賴。

關鍵字

線上付款 ； 平台策略 ； 經營模式 ； 關鍵成功因素

並列摘要

The purpose of this thesis is to realize the mechanism of multisided platform.This research uses PayPal as a case study to find out the key successful factors and propose suggestions for business model of PayPal.

PayPal solved chichen-and-eggs problem by using:
1.Attracking menbers’registrations by free use and bonus of recommendation.
2.Putting forward the useful value proposition to attract persons to use PayPal.
3.Making the best of virus marketing.

The key successsful factors are:

1.Taking the advantages of first mover.
2.There was unworried financial support at the seed stage.
3.Choosing the right target market and enjoyed the synergy after mergering with eBay.

This research concluded the following suggestions for future business model of PayPal:

1.Technical Inputs:
Putting forward a formula to detect and block false PayPal log-in webpage and deceptive email efficiently.

2.Market Development:
Stepping up the global market of overall arrangement.The primary task is to develop platforms of different languages for global users as quickly as possible.

3.Income and Cost:
（1）Improving the return rate of PayPal Money Market Fund.
（2）Increasing the expenditure to enhance the membership service.

4.The challenge of Google Checkout:
Holding first mover advantages carefully to raise the member's conversion cost and Lock-in result, and adding and increase member's trust to the security of PayPal continuously.

並列關鍵字

PayPal ； Multisided Platform ； Bisiness Model ； On-line Payment

參考文獻

4.江立安.2004. “電子市集機制設計探討–以eBAY為例”台大商研所碩士論文

9.David S. Evans and Richard Schmalensee. 2006. “Paying with Plastic”The MIT Press.

8.David S. Evans. 2003.“Some Empirical Aspects of Multisided Platform Industries”Review of Network Economics.

12.Henry Chesbrough and Richard S. Rosenbloom.2002. “The role of the business model in capturing value from innovation: evidence from Xerox Corporation’s technology spin-off companies”Industry and Corporate Change.

14.Jeffrey H. Rohlfs. 2001.“Bandwagon Effects in High-Technology Industries” The MIT Press.