日本使用者生成內容網站的商業模式分析：以@cosme為例

Abstract

在網路資訊流通的時代，人們習慣在購買商品、服務或前往餐廳吃飯前參考網路上的評論後再做決定，而集結這些評論的無論是專門的評價網站、社群或排行榜，此類以經營使用者所創作的內容為主的網站，都可被稱為使用者生成內容網站，@cosme亦是其中之一。@cosme在日本網路尚未普及的1999年創立，提供使用者在網站上分享美容產品的使用心得與評分，創建至今為止逾二十年，長期累積了大量的使用者與商品資訊，使其成為日本最大型的美容資訊網站及美容資料庫。本文旨在探討由istyle經營的美容資訊網站@cosme的創立及發展背景，並利用Osterwalder和Pigneur的商業模式藍圖詳細分析@cosme商業模式九大要素，了解@cosme作為使用者生成內容網站，如何經營與運用累積的優勢拓展業務範圍，發展出虛擬與實體通路兼具的獨特商業模式。

In the information age, people are accustomed to searching for reviews on the Internet before purchasing goods and services or going to a restaurant. The websites which gather users` reviews, whether evaluation websites, social communities, or ranking lists, are known as user-generated content websites, and @cosme is one of them. @cosme was founded in 1999 when the Internet in Japan has not yet come into wide use. It provides a platform for users to share their using experience and ratings of beauty products. @cosme has been established for more than 20 years and has accumulated a vast collection of user profiles and product information. Until now, @cosme has become the largest beauty website and beauty database in Japan. This thesis explores the creation and development background of @cosme, which is operated by istyle, and employs “Business Model Canvas” proposed by Osterwalder and Pigneur to analyze the nine building blocks of @cosme’s business model. Through the analysis, this thesis research how @cosme operates as a user-generated content website and applies the accumulated advantages to expand the business scope with both virtual and physical channels.