台灣群眾募資網站商業模式初探

An Exploratory Research on Business Models of Taiwan Crowdfunding Platforms

郭思偉(Szu-Wei Kuo)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

群眾募資網站為新型態的電子商務，美國約自2008年、2009年開始展露，台灣則約於2012年、2013年起步。群眾募資網站的發展需有對應的法令配套，目前各國的法令進程不一，國內因受限於現行法規，無法如歐美先進國家般允許各類型群眾募資網站的發展，初期僅允許發展回饋型群眾募資網站，且因起步時間仍短，多數網站在營運上仍難達損益兩平，並有數個網站已停止營運。

本研究擬對國內群眾募資網站的商業模式進行探討，選定國內較早成立的四家回饋型群眾募資網站為研究個案，對其創辦人或主要管理者進行訪問，並選擇Osterwalder所提出的商業模式圖（Business Model Canvas）模型進行分析，探討國內群眾募資網站之營運模式，有利於國內群眾募資網站之營運，實現損益兩平。

研究結果發現國內之群眾募資網站若能有效權衡關鍵夥伴、客群、資源等因素，調整其價值主張，必可達有效吸引及服務夥伴。此外，再加上強化公關資源與實體宣傳，將可從募資之外的延伸性服務獲得新營收機會。

關鍵字

商業模式圖 ； 商業模式 ； 群眾募資 ； 電子商務

並列摘要

Crowdfunding is a new type of e-commerce, US crowdfunding platform were emerge since about 2008-09, and Taiwan crowdfunding platforms were emerge since about 2012-13. Crowdfunding needs new laws to legal development, but there isdifferent progress of legislation in countries. In Taiwan, due to regulatory restrictions, only reward based crowdfunding is legal, but in mature countries, in addition to reward based crowdfunding, equity based crowdfunding and lending based crowdfunding also are legal.

Meanwhile, crowdfunding is in early phase, most of crowdfunding platforms have yet to break even, and some platforms were defunct. This study was to explore the business models of Taiwan crowdfunding platforms.

We selected the earlier establishment of the four reward based crowdfunding platforms, and face to face interview with their founders or directors, than we assessed a variety of analysis tools, eventually we adopted the "Business Model Canvas" tool in this study. This study would provide advices to reduce exploration risk, to help resource planning, and accelerate reach breakeven.

Conclusions of this study pointed Taiwan crowdfunding platforms would adjust their value propositions for consideration of key partners, customer segments and resources, than they would attract and serve partners, enhanced their public relationship resources and physical activity promotions, finally they would get more profits in extended services.

並列關鍵字

Business model canvas ； Business model ； Crowdfunding ； e-Commerce

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