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題名 以區塊鏈技術設計具有低交易成本與低策略聯盟風險之企業積分聯盟平台框架
A blockchain-based loyalty reward points scheme alliance platform with low transaction cost and low strategic alliance risk作者 徐紹閔
Hsu, Shao-Min貢獻者 林我聰
Lin, Woo-Tsong
徐紹閔
Hsu, Shao-Min關鍵詞 區塊鏈
企業積分計畫
企業積分聯盟
策略聯盟
風險
基於聲望的夥伴評選
Blockchain
Loyalty reward points scheme
Loyalty reward points scheme alliance
Strategic alliance
Risk
Reputation-based partner selection日期 2018 上傳時間 2-Aug-2018 16:17:16 (UTC+8) 摘要 現今企業積分計畫與企業積分聯盟，因集中式系統與積分營運商等第三方中介機構所帶來之缺陷，交易延遲、積分移轉需手續費以及企業積分計畫繁雜，提高了顧客的交易成本，造成了現今企業積分計畫的顧客帳戶活動率低以及顧客的保留率低。而企業積分聯盟為新型態的策略聯盟，同樣遭遇到了與策略聯盟相同的風險，關係風險與績效風險。關係風險需透過合約控制與退出條款來管理風險，而績效風險需同樣透過退出條款、短期合約與夥伴選擇來管理。然而現今多數合約還是透過紙本合約來規範企業間的行為，而這將有很大的侷限性，且一旦發生衝突，法庭將是唯一解，其成本高昂。同時在過去夥伴選擇較少考慮到了聲望指標，就算有也假設企業間須分享敏感資訊，可行性較小。因此設計一以區塊鏈技術為基礎的平台，整合企業積分計畫，透過區塊鏈的去中心化設計與共識機制來降低顧客的交易成本，並透過智能合約的設計來降低聯盟的風險，以及透過公開的交易紀錄，提出一個基於區塊鏈的夥伴選擇模型。
The major drawbacks of the current loyalty reward points scheme alliance which is associated with the third-party intermediaries, are (1) the trading delay, (2) the fee of transferring reward points and (3) the complicated loyalty reward points raise customer`s transaction cost. Loyalty reward points scheme alliance are the new type of strategic alliance, also encountered relational risk and performance risk. Nowadays, managing relational risk by contractual control and exit provisions, and managing performance risk by short-term contract and partner selection. However, most contracts today regulate the inter-firm behavior through paper contracts, which have limitations. Nowadays, when selecting partner, although its reputation was taken into consideration, assuming that all enterprises must share sensitive information. We propose a platform based on blockchain technology. This platform reduces customer`s transaction cost by blockchain`s decentralization and consensus mechanism, and reduce strategic alliance risk by designing smart contract, and propose a blockchain-based reputation-based partner selection model to be better to choose partners.參考文獻 Altman, E. I. (2000). Predicting financial distress of companies: revisiting the Z-score and ZETA models. Stern School of Business, New York University, 9-12.Anderson, S. W., Christ, M. H., Dekker, H. C., & Sedatole, K. L. (2013). The use of management controls to mitigate risk in strategic alliances: Field and survey evidence. Journal of Management Accounting Research, 26(1), 1-32.Antonopoulos, A. M. (2014). Mastering Bitcoins: O’Reilly Media, Sebastopol.Bell, D., & Lal, R. (2002). The impact of frequent shopper programs in grocery retailing.Bijmolt, T. H., Dorotic, M., & Verhoef, P. C. (2011). Loyalty programs: Generalizations on their adoption, effectiveness and design. Foundations and Trends® in Marketing, 5(4), 197-258.Bogart, S., & Rice, K. (2015). The blockchain report: welcome to the internet of value. Needham Insights.Chen, L. H. (2007). A Reputation-based Model for Selecting Trusted Collaborative Partners. National Chengchi University Management Information Systems Institute Dissertation, 1-116.COLLOQUY. (2015). The 2015 COLLOQUY Loyalty Census: Big Numbers, Big Hurdles. Retrieved from https://www.colloquy.com/latest-news/2015-colloquy-loyalty-census/Das, T., & Teng, B.-S. (1999). Managing risks in strategic alliances. The Academy of Management Executive, 13(4), 50-62.Das, T., & Teng, B.-S. (2001). Trust, control, and risk in strategic alliances: An integrated framework. Organization studies, 22(2), 251-283.Ferrer, E. C. (2016). The blockchain: a new framework for robotic swarm systems. arXiv preprint arXiv:1608.00695.Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing research, 337-346.Geller, L. (1997). Customer retention begins with the basics. Direct Marketing, 60(5), 58-62.Ha, S., & Stoel, L. (2014). Designing loyalty programs that matter to customers. The Service Industries Journal, 34(6), 495-514.Hartono, E., & Holsapple, C. (2004). Theoretical foundations for collaborative commerce research and practice. Information systems and e-business management, 2(1), 1-30.Hellwig, C. (2002). Money, Intermediaries, and Cash-in-Advance Constraints (February 2003). Retrieved fromJohnson, D. (2016). Reinvigorating Card Loyalty with Instant Gratification. Retrieved from https://www.paymentsleader.com/reinvigorating-card-loyalty-with-instant-gratification/Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & management, 41(3), 377-397.Kwon, I. W. G., & Suh, T. (2004). Factors affecting the level of trust and commitment in supply chain relationships. Journal of supply chain management, 40(1), 4-14.Lee, J. J., Capella, M. L., Taylor, C. R., & Gabler, C. B. (2014). The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective. Journal of Business Research, 67(10), 2139-2146.Liu, M. T., & Brock, J. L. (2009). Antecedents of redemption of reward points: Credit card market in China and international comparison. Journal of International Consumer Marketing, 22(1), 33-45.Liu, M. T., Brock, J. L., Singh, R., Chu, R., & Sy-Changco, J. (2012). What drives Indian consumer credit card loyalty? The perspective of involvement in reward programmes. The International Review of Retail, Distribution and Consumer Research, 22(4), 365-383.Loyalty, B. B. (2016). the 2016 bond loyalty report - Bond Brand Loyalty. Retrieved from http://info.bondbrandloyalty.com/hubfs/Resources/2016_Bond_Loyalty_Report_Executive_Summary_US_Launch_Edition.pdfNakamoto, S. (2008). Bitcoin: A peer-to-peer electronic cash system.Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer: ME Sharpe.Parkhe, A. (1993). Strategic alliance structuring: A game theoretic and transaction cost examination of interfirm cooperation. Academy of management journal, 36(4), 794-829.QUINN, J. B. (2006). HOW TO BE A CARD SHARK. Retrieved from http://www.newsweek.com/how-be-card-shark-114991Ratnasingam, P. (2005). Trust in inter-organizational exchanges: a case study in business to business electronic commerce. Decision support systems, 39(3), 525-544.Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral learning theory: Its relevance to marketing and promotions. The Journal of Marketing, 70-78.Salavrakos, I.-D., & Stewart, C. (2006). Partner selection criteria as determinants of firm performance in joint ventures: evidence from Greek joint ventures in Eastern Europe. Eastern European Economics, 44(3), 60-78.Schumann, J. H., Wünderlich, N. V., & Evanschitzky, H. (2014). Spillover effects of service failures in coalition loyalty programs: the buffering effect of special treatment benefits. Journal of retailing, 90(1), 111-118.So, J. T., Danaher, T., & Gupta, S. (2015). What do customers get and give in return for loyalty program membership? Australasian Marketing Journal (AMJ), 23(3), 196-206.Son, Y., Oh, W., Han, S. P., & Park, S. (2016). The Adoption and Use of Mobile Application-Based Reward Systems: Implications for Offline Purchase and Mobile Commerce.Stiglitz, J. E. (2010). Lessons from the global financial crisis of 2008.Stourm, V., Bradlow, E. T., & Fader, P. S. (2015). Stockpiling points in linear loyalty programs. Journal of Marketing research, 52(2), 253-267.Swan, M. (2015). Blockchain: Blueprint for a new economy: " O`Reilly Media, Inc.".Tapscott, D., & Tapscott, A. (2016). Blockchain revolution: how the technology behind bitcoin is changing money, business, and the world: Penguin.Uncles, M. (1994). Do you or your customers need a loyalty scheme. Journal of Targeting, Measurement and Analysis for Marketing, 2(4), 335-350.Val Srinivas, U. G., Steve Fromhart. (2016). Pricing innovation in retail banking The case for value-based pricing. Retrieved from https://www2.deloitte.com/insights/us/en/industry/banking-securities/pricing-innovation-in-retail-banking.htmlWang, X. G. (2005). The innovative model of strategic alliance——loyalty reward points scheme alliance problem research. Shandong Economics, 21(2), 55-57.Wei, L., & Xiao, J. (2015). Are points like money? An empirical investigation of reward promotion effectiveness for multicategory retailers. Marketing Letters, 26(1), 99-114.Williamson, O. E. (2002). The theory of the firm as governance structure: from choice to contract. Journal of economic perspectives, 16(3), 171-195.Yuan, Y., & Wang, F.-Y. (2016). Blockchain: the state of the art and future trends. ACTA automatica sinica, 42(4), 481-494.Zhang, J., & Breugelmans, E. (2012). The impact of an item-based loyalty program on consumer purchase behavior. Journal of Marketing research, 49(1), 50-65.黃方佐. (2017). 應用區塊鏈技術設計具資料隱私性之綠色供應鏈管理平台框架. 國立政治大學, 未出版之博(碩)士論文. 描述 碩士
國立政治大學
資訊管理學系
105356028資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105356028 資料類型 thesis dc.contributor.advisor 林我聰 zh_TW dc.contributor.advisor Lin, Woo-Tsong en_US dc.contributor.author (Authors) 徐紹閔 zh_TW dc.contributor.author (Authors) Hsu, Shao-Min en_US dc.creator (作者) 徐紹閔 zh_TW dc.creator (作者) Hsu, Shao-Min en_US dc.date (日期) 2018 en_US dc.date.accessioned 2-Aug-2018 16:17:16 (UTC+8) - dc.date.available 2-Aug-2018 16:17:16 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2018 16:17:16 (UTC+8) - dc.identifier (Other Identifiers) G0105356028 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119156 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 105356028 zh_TW dc.description.abstract (摘要) 現今企業積分計畫與企業積分聯盟，因集中式系統與積分營運商等第三方中介機構所帶來之缺陷，交易延遲、積分移轉需手續費以及企業積分計畫繁雜，提高了顧客的交易成本，造成了現今企業積分計畫的顧客帳戶活動率低以及顧客的保留率低。而企業積分聯盟為新型態的策略聯盟，同樣遭遇到了與策略聯盟相同的風險，關係風險與績效風險。關係風險需透過合約控制與退出條款來管理風險，而績效風險需同樣透過退出條款、短期合約與夥伴選擇來管理。然而現今多數合約還是透過紙本合約來規範企業間的行為，而這將有很大的侷限性，且一旦發生衝突，法庭將是唯一解，其成本高昂。同時在過去夥伴選擇較少考慮到了聲望指標，就算有也假設企業間須分享敏感資訊，可行性較小。因此設計一以區塊鏈技術為基礎的平台，整合企業積分計畫，透過區塊鏈的去中心化設計與共識機制來降低顧客的交易成本，並透過智能合約的設計來降低聯盟的風險，以及透過公開的交易紀錄，提出一個基於區塊鏈的夥伴選擇模型。 zh_TW dc.description.abstract (摘要) The major drawbacks of the current loyalty reward points scheme alliance which is associated with the third-party intermediaries, are (1) the trading delay, (2) the fee of transferring reward points and (3) the complicated loyalty reward points raise customer`s transaction cost. Loyalty reward points scheme alliance are the new type of strategic alliance, also encountered relational risk and performance risk. Nowadays, managing relational risk by contractual control and exit provisions, and managing performance risk by short-term contract and partner selection. However, most contracts today regulate the inter-firm behavior through paper contracts, which have limitations. Nowadays, when selecting partner, although its reputation was taken into consideration, assuming that all enterprises must share sensitive information. We propose a platform based on blockchain technology. This platform reduces customer`s transaction cost by blockchain`s decentralization and consensus mechanism, and reduce strategic alliance risk by designing smart contract, and propose a blockchain-based reputation-based partner selection model to be better to choose partners. en_US dc.description.tableofcontents 目次摘要 2ABSTRACT 2目次 3表次 4圖次 6第一章 緒論 71.1 研究背景 71.2 研究動機 81.3 研究目的 13第二章 文獻探討 162.1 企業積分計畫與企業積分聯盟發展 162.2 企業積分計畫與企業積分聯盟現況 172.2.1 企業積分聯盟運作模式 172.2.2 企業積分聯盟運作現況 212.3 策略聯盟之風險現況 222.4 區塊鏈 252.4.1 區塊 262.4.2 Merkle Tree 262.4.3 時間戳記伺服器 282.4.4 共識機制 282.4.5 區塊鏈現況 312.4.6 智能合約 312.4.8 以太坊 33第三章 以區塊鏈技術設計具有低交易成本與低策略聯盟風險之企業積分聯盟平台框架 363.1 平台框架設計目的 363.2 以區塊鏈技術為基礎之企業積分聯盟平台框架 363.2.1 平台框架之開發環境 363.2.2 平台框架之系統架構 373.2.3 商業模式 383.2.4 運作流程 393.2.5 平台框架之設計如何解決現今企業積分聯盟之缺陷 453.3 平台框架將如何降低現今策略聯盟風險 453.3.1 企業積分聯盟之組成 453.3.2 本平台框架之設計如何降低現今策略聯盟之風險 473.4 平台框架降低現今策略聯盟風險之模型 493.5 研究假設 563.6 研究限制 58第四章 平台設計與結果 594.1 平台開發說明 594.2 企業積分計畫提供商加盟企業積分聯盟之運作流程 604.3 企業積分發行流程 654.4 企業積分兌換流程 674.5 選擇階段流程 71第五章 結論與建議 755.1 結論 755.2未來方向 75參考文獻 77 zh_TW dc.format.extent 7467276 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105356028 en_US dc.subject (關鍵詞) 區塊鏈 zh_TW dc.subject (關鍵詞) 企業積分計畫 zh_TW dc.subject (關鍵詞) 企業積分聯盟 zh_TW dc.subject (關鍵詞) 策略聯盟 zh_TW dc.subject (關鍵詞) 風險 zh_TW dc.subject (關鍵詞) 基於聲望的夥伴評選 zh_TW dc.subject (關鍵詞) Blockchain en_US dc.subject (關鍵詞) Loyalty reward points scheme en_US dc.subject (關鍵詞) Loyalty reward points scheme alliance en_US dc.subject (關鍵詞) Strategic alliance en_US dc.subject (關鍵詞) Risk en_US dc.subject (關鍵詞) Reputation-based partner selection en_US dc.title (題名) 以區塊鏈技術設計具有低交易成本與低策略聯盟風險之企業積分聯盟平台框架 zh_TW dc.title (題名) A blockchain-based loyalty reward points scheme alliance platform with low transaction cost and low strategic alliance risk en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Altman, E. I. (2000). Predicting financial distress of companies: revisiting the Z-score and ZETA models. Stern School of Business, New York University, 9-12.Anderson, S. W., Christ, M. H., Dekker, H. C., & Sedatole, K. L. (2013). The use of management controls to mitigate risk in strategic alliances: Field and survey evidence. Journal of Management Accounting Research, 26(1), 1-32.Antonopoulos, A. M. (2014). Mastering Bitcoins: O’Reilly Media, Sebastopol.Bell, D., & Lal, R. (2002). The impact of frequent shopper programs in grocery retailing.Bijmolt, T. H., Dorotic, M., & Verhoef, P. C. (2011). Loyalty programs: Generalizations on their adoption, effectiveness and design. Foundations and Trends® in Marketing, 5(4), 197-258.Bogart, S., & Rice, K. (2015). The blockchain report: welcome to the internet of value. Needham Insights.Chen, L. H. (2007). A Reputation-based Model for Selecting Trusted Collaborative Partners. National Chengchi University Management Information Systems Institute Dissertation, 1-116.COLLOQUY. (2015). The 2015 COLLOQUY Loyalty Census: Big Numbers, Big Hurdles. Retrieved from https://www.colloquy.com/latest-news/2015-colloquy-loyalty-census/Das, T., & Teng, B.-S. (1999). Managing risks in strategic alliances. The Academy of Management Executive, 13(4), 50-62.Das, T., & Teng, B.-S. (2001). Trust, control, and risk in strategic alliances: An integrated framework. Organization studies, 22(2), 251-283.Ferrer, E. C. (2016). The blockchain: a new framework for robotic swarm systems. arXiv preprint arXiv:1608.00695.Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing research, 337-346.Geller, L. (1997). Customer retention begins with the basics. Direct Marketing, 60(5), 58-62.Ha, S., & Stoel, L. (2014). Designing loyalty programs that matter to customers. The Service Industries Journal, 34(6), 495-514.Hartono, E., & Holsapple, C. (2004). Theoretical foundations for collaborative commerce research and practice. Information systems and e-business management, 2(1), 1-30.Hellwig, C. (2002). Money, Intermediaries, and Cash-in-Advance Constraints (February 2003). Retrieved fromJohnson, D. (2016). Reinvigorating Card Loyalty with Instant Gratification. Retrieved from https://www.paymentsleader.com/reinvigorating-card-loyalty-with-instant-gratification/Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & management, 41(3), 377-397.Kwon, I. W. G., & Suh, T. (2004). Factors affecting the level of trust and commitment in supply chain relationships. Journal of supply chain management, 40(1), 4-14.Lee, J. J., Capella, M. L., Taylor, C. R., & Gabler, C. B. (2014). The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective. Journal of Business Research, 67(10), 2139-2146.Liu, M. T., & Brock, J. L. (2009). Antecedents of redemption of reward points: Credit card market in China and international comparison. Journal of International Consumer Marketing, 22(1), 33-45.Liu, M. T., Brock, J. L., Singh, R., Chu, R., & Sy-Changco, J. (2012). What drives Indian consumer credit card loyalty? The perspective of involvement in reward programmes. The International Review of Retail, Distribution and Consumer Research, 22(4), 365-383.Loyalty, B. B. (2016). the 2016 bond loyalty report - Bond Brand Loyalty. Retrieved from http://info.bondbrandloyalty.com/hubfs/Resources/2016_Bond_Loyalty_Report_Executive_Summary_US_Launch_Edition.pdfNakamoto, S. (2008). Bitcoin: A peer-to-peer electronic cash system.Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer: ME Sharpe.Parkhe, A. (1993). Strategic alliance structuring: A game theoretic and transaction cost examination of interfirm cooperation. Academy of management journal, 36(4), 794-829.QUINN, J. B. (2006). HOW TO BE A CARD SHARK. Retrieved from http://www.newsweek.com/how-be-card-shark-114991Ratnasingam, P. (2005). Trust in inter-organizational exchanges: a case study in business to business electronic commerce. Decision support systems, 39(3), 525-544.Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral learning theory: Its relevance to marketing and promotions. The Journal of Marketing, 70-78.Salavrakos, I.-D., & Stewart, C. (2006). Partner selection criteria as determinants of firm performance in joint ventures: evidence from Greek joint ventures in Eastern Europe. Eastern European Economics, 44(3), 60-78.Schumann, J. H., Wünderlich, N. V., & Evanschitzky, H. (2014). Spillover effects of service failures in coalition loyalty programs: the buffering effect of special treatment benefits. Journal of retailing, 90(1), 111-118.So, J. T., Danaher, T., & Gupta, S. (2015). What do customers get and give in return for loyalty program membership? Australasian Marketing Journal (AMJ), 23(3), 196-206.Son, Y., Oh, W., Han, S. P., & Park, S. (2016). The Adoption and Use of Mobile Application-Based Reward Systems: Implications for Offline Purchase and Mobile Commerce.Stiglitz, J. E. (2010). Lessons from the global financial crisis of 2008.Stourm, V., Bradlow, E. T., & Fader, P. S. (2015). Stockpiling points in linear loyalty programs. Journal of Marketing research, 52(2), 253-267.Swan, M. (2015). Blockchain: Blueprint for a new economy: " O`Reilly Media, Inc.".Tapscott, D., & Tapscott, A. (2016). Blockchain revolution: how the technology behind bitcoin is changing money, business, and the world: Penguin.Uncles, M. (1994). Do you or your customers need a loyalty scheme. Journal of Targeting, Measurement and Analysis for Marketing, 2(4), 335-350.Val Srinivas, U. G., Steve Fromhart. (2016). Pricing innovation in retail banking The case for value-based pricing. Retrieved from https://www2.deloitte.com/insights/us/en/industry/banking-securities/pricing-innovation-in-retail-banking.htmlWang, X. G. (2005). The innovative model of strategic alliance——loyalty reward points scheme alliance problem research. Shandong Economics, 21(2), 55-57.Wei, L., & Xiao, J. (2015). Are points like money? An empirical investigation of reward promotion effectiveness for multicategory retailers. Marketing Letters, 26(1), 99-114.Williamson, O. E. (2002). The theory of the firm as governance structure: from choice to contract. Journal of economic perspectives, 16(3), 171-195.Yuan, Y., & Wang, F.-Y. (2016). Blockchain: the state of the art and future trends. ACTA automatica sinica, 42(4), 481-494.Zhang, J., & Breugelmans, E. (2012). The impact of an item-based loyalty program on consumer purchase behavior. Journal of Marketing research, 49(1), 50-65.黃方佐. (2017). 應用區塊鏈技術設計具資料隱私性之綠色供應鏈管理平台框架. 國立政治大學, 未出版之博(碩)士論文. zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.MIS.013.2018.A05 -
