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題名 共享經濟發展策略之個案分析
A Case Study of Sharing Economy Development Strategy作者 林香伶
Lin, Hsiang-Ling貢獻者 邱奕嘉
Chiu, Yi-Chia
林香伶
Lin, Hsiang-Ling關鍵詞 共享經濟
平台
電商
商業模式
新創
Sharing economy
Platform
E-Commerce
Business model
Startup日期 2018 上傳時間 9-Nov-2018 15:59:08 (UTC+8) 摘要 共享經濟經典代表公司Uber與Airbnb以新創之姿，透過利用眾人的閒置資源，改變傳統產業的遊戲規則，在短時間內就成為業界的龍頭，令許多傳統大企業如坐針氈；而新創公司大受鼓舞，紛紛打著共享經濟的名號，想成為下一個拉下產業巨頭的明日之星。即便共享經濟已成為眾所皆知的名稱，現今在學術界與實務界卻對此新經濟現象沒有共識。從基本的「共享經濟」一詞就有諸多不同的名稱，如「協同消費」、「隨選經濟」、「使用權經濟」、「零工經濟」等。目前也並沒有針對共享經濟所設計的商業模式架構，多是用平台模式與電商模式去解釋共享經濟的發展。在此分歧的認知下，眾人像霧裡看花，無法對共享經濟有完整的認識，因此即便想複製共享經濟公司的成功，卻也無所適從。因此，本論文透過整理各界對共享經濟的定義，從時間的演進看此新經濟現象內涵的轉變，發現經歷經濟蕭條與網路時代的衝擊下，目前各界對共享經濟的認知可以歸納為五大要素，也就是閒置資源的使用、點對點的應用、使用而不擁有的特性、媒合效率下、互聯網的應用。歸納出「共享經濟五要素」後，本論文利用其去分析比較共享經濟、平台、電商三者於定義和商業模式的異同，發展出「共享經濟商業模式之分類架構」與「共享經濟運作模式圖」。根據共享經濟通常為新創的特質，用創業三指標（可獲利性、可規模化、可複製性）與共享經濟五要素做交叉構面，成為「共享經濟策略發展工具」。最後以個案公司做此共享經濟四步驟之應用說明。
The well-known sharing economy startups Uber and Airbnb, change the rules of traditional industry through allocating individuals’ underused assets, and become the leader of the industry, which threatens traditional enterprises, but encourages new startups. In the name of sharing economy, more and more startups join the market.However, the seemingly promising new economy phenomenon has reached no consensus by theory and practice fields. Even ‘sharing economy’ is just one out of its various name. It’s also called ‘collaborative consumption, ‘on-demand economy’, ’access economy’, ‘gig economy’ etc. Besides, there is no specific business model of this new economy. Platform model and e-commerce model are used instead. Thus, it’s hard to relate Uber and Airbnb’ success to the power of sharing economy.This thesis aims to induct the meaning of this new economy phenomenon by observing its changes through time. After The Great Depression and the start of Internet era, the traits of sharing economy can be inducted to five elements, which are the usage of underused assets, peer-to-peer application, access instead of ownership, match efficiency, Internet-based.These elements are used to analyze the difference among sharing economy, platform, and e-commerce in definition and business model, which leads to the classification structure of sharing economy and the its business model. Most sharing companies are startups, which are in search of profitable, scalable, repeatable business model. Thus, these three indexes with five sharing elements are two axes of a cross structure to explain sharing strategy. In the end, a case study is applied to these theories.參考文獻 一、中文書籍1. 李芳齡（譯）（2016）。平台經濟模式：從啟動、獲利到成長的全方位攻略。台北市：天下雜誌。（Parker, G. G., Van Alstyne, M. W., & Choudary, S. P., 2016）2. 何建德（譯）（2012）。創新創業教戰守則。台北市：華泰文化。（Blank, S., & Dorf, B., 2012）3. 吳宜臻（譯）（2018）。勾引六十億個買家：馬雲創業夥伴、新興市場電商教父告訴你，阿里巴巴模式正快速複製到全世界，改變你我買東西的方式。台北市：大是文化。（Erisman, P., 2017）4. 馬化騰、張孝榮、孫怡、蔡雄山（2017）。共享經濟: 改變全世界的新經濟方案。台北市：天下文化。5. 陳威如、王詩一（2016）。決勝平台時代：第一本平台化轉型實戰攻略。台北市：商業週刊。6. 陳威如、余卓軒（2013）。平台革命: 席捲全球社交, 購物, 遊戲, 媒體的商業模式創新。台北市：商周出版。7. 黃彥憲（譯）（2001）。付費體驗的時代─ 超資本主義新紀元: 使用權取代所有權。台北市：遠流。（Rifkin, Jeremy, 2000）8. 劉文良（2015）。 電子商務：雲端時代。台北市：碁峰資訊。二、學術論文1. 洪巧庭（2016）。不同共享經濟平台型經營模式之比較。未出版之碩士論文。國立中興大學行銷學系，台中市。2. 黃玟曄（2017）。共享經濟時代下利害關係人管理研究—以Uber通訊叫車服務為例。未出版之碩士論文。國立政治大學社會科學學院，台北市。3. 張瑜倩（2015）。共享經濟的困境與限制—以Airbnb為例。未出版之碩士論文。國立政治大學科技管理與智慧財產研究所，台北市。4. 張月紅（2018）。Airbnb 共享經濟平台的經營策略之研究。未出版之碩士論文。嶺東科技大學企業管理系高階經營管理碩士在職班，台中市。5. 廖均芙（2017）。誠品的平台設計與互動基礎。未出版之碩士論文。國立政治大學企業管理研究所，台北市。三、其他中文網路資料1. 余平（2016）。Flixbus躍居大巴龍頭 德國鐵路壓力山大。大紀元時報。取自：http://www.epochtimes.com/b5/16/8/11/n8190921.htm2. 李開復（2015）。[李開復] 共享經濟才剛開始，大部分服務業都會被顛覆。數位時代。取自：https://www.bnext.com.tw/article/35267/BN-ARTICLE-352673. 祝蘭（2016）。四年成市場霸主 德國FlixBus的創業故事。大紀元時報。取自：http://hk.epochtimes.com/news/2016-114. 陳映璇（2018）。共享變臭名！從中國單車墳場奇景，台灣可以學到什麼。數位時代。取自：https://www.bnext.com.tw/article/47956四、英文書籍1. Blank, S., & Dorf, B. (2012). The startup owner`s manual: The step-by-step guide for building a great company. BookBaby.2. Botsman, R., & Rogers, R. (2010). What’s mine is yours: the rise of collaborative consumption. New York, NY: Harper Business.3. Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin.4. Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager`s guide. Addison-Wesley Professional.5. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.6. Owyang, J., Tran, C., & Silva, C. (2013). The collaborative economy. Altimeter, United States.7. Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You. WW Norton & Company.8. Rifkin, J. (2001). The age of access: The new culture of hypercapitalism. Penguin.9. Thompson, J. D. (1967). Organizations in action: Social science bases of administrative theory. Transaction Publishers.五、英文期刊、論文、雜誌1. Botsman, R. (2015). Defining the sharing economy: what is collaborative consumption–and what isn’t. Fast Company, 27.2. Brown, T. (2009). The gig economy. The Daily Beast.3. Dervojeda, K. (2013). The sharing economy: accessibility based business models for peer-to-peer markets. European Commission.4. Economist. (2015). The on‐demand economy: Workers on tap. The rise of the on‐demand economy poses difficult questions for workers, companies and politicians.5. Eckhardt, G. M., & Bardhi, F. (2015). The sharing economy isn’t about sharing at all. Harvard business review, 28(01), 2015.6. Felson, M., & Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American behavioral scientist, 21(4), 614-624.7. Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: on chains, shops, and networks. Strategic management journal, 19(5), 413-437.8. Stein, J. (2015). Baby, you can drive my car, and do my errands, and rent my stuff. Time.9. Walsh, B. (2011). Today’s smart choice: Don’t own. Share. Time International, 1(3), 49.六、其他英文網路資料1. Anastasia (2014). Flixbus | Interview with its co-founder – Jochen Engert. Cleverism. Retrieved from: https://www.cleverism.com/flixbus-interview-founder-jochen-engert/2. Botsman, R. (2010). Rachel Botsman: The Case for Collaborative Consumption. TED. Retrieved from: https://www.ted.com/talks/rachel_botsman_the_case_for_collaborative_consumption?language=zh-tw3. Botsman, R. (n.d.). THINKING. Retrieved from: https://rachelbotsman.com/thinking/4. CB Insights (2018). The Global Unicorn Club. Retrieved from: https://www.cbinsights.com/research-unicorn-companies5. Crunchbase (n.d.). FlixBus. Retrieved from: https://www.crunchbase.com/organization/flixbus6. Dictionary, O. (2016). Sharing Economy. Retrieved from: https://en.oxforddictionaries.com/definition/sharing_economy7. Engert, J. (2016). Jochen Engert (CEO of Flixbus) at Startup Grind Munich. Startup Grind Local. Retrieved from: https://www.youtube.com/watch?v=w2m52JQuTvc8. Investopedia (n.d.). Peer-to-Peer (P2P) Economy. Retrieved from: https://www.investopedia.com/terms/p/peertopeer-p2p-economy.asp9. Jordans, F. (2018). European Bus Startup FlixBus Heads to US, Starting With LA. U.S. News & World Report. Retrieved from: https://www.usnews.com/news/business/articles/2018-04-04/european-coach-startup-flixbus-heads-to-us-starting-with-la10. Lee, A. (2013). Welcome To The Unicorn Club: Learning From Billion-Dollar Startups. TechCrunch, Retrieved from: https://techcrunch.com/2013/11/02/welcome-to-the-unicorn-club/11. Tabarrok, A. (2011). Bus Deregulation in Germany. Marginal Revolution. Retrieved from: https://marginalrevolution.com/marginalrevolution/2011/08/bus-deregulation-in-germany-after-80-years.html 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363016資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053630161 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (Authors) 林香伶 zh_TW dc.contributor.author (Authors) Lin, Hsiang-Ling en_US dc.creator (作者) 林香伶 zh_TW dc.creator (作者) Lin, Hsiang-Ling en_US dc.date (日期) 2018 en_US dc.date.accessioned 9-Nov-2018 15:59:08 (UTC+8) - dc.date.available 9-Nov-2018 15:59:08 (UTC+8) - dc.date.issued (上傳時間) 9-Nov-2018 15:59:08 (UTC+8) - dc.identifier (Other Identifiers) G1053630161 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120912 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363016 zh_TW dc.description.abstract (摘要) 共享經濟經典代表公司Uber與Airbnb以新創之姿，透過利用眾人的閒置資源，改變傳統產業的遊戲規則，在短時間內就成為業界的龍頭，令許多傳統大企業如坐針氈；而新創公司大受鼓舞，紛紛打著共享經濟的名號，想成為下一個拉下產業巨頭的明日之星。即便共享經濟已成為眾所皆知的名稱，現今在學術界與實務界卻對此新經濟現象沒有共識。從基本的「共享經濟」一詞就有諸多不同的名稱，如「協同消費」、「隨選經濟」、「使用權經濟」、「零工經濟」等。目前也並沒有針對共享經濟所設計的商業模式架構，多是用平台模式與電商模式去解釋共享經濟的發展。在此分歧的認知下，眾人像霧裡看花，無法對共享經濟有完整的認識，因此即便想複製共享經濟公司的成功，卻也無所適從。因此，本論文透過整理各界對共享經濟的定義，從時間的演進看此新經濟現象內涵的轉變，發現經歷經濟蕭條與網路時代的衝擊下，目前各界對共享經濟的認知可以歸納為五大要素，也就是閒置資源的使用、點對點的應用、使用而不擁有的特性、媒合效率下、互聯網的應用。歸納出「共享經濟五要素」後，本論文利用其去分析比較共享經濟、平台、電商三者於定義和商業模式的異同，發展出「共享經濟商業模式之分類架構」與「共享經濟運作模式圖」。根據共享經濟通常為新創的特質，用創業三指標（可獲利性、可規模化、可複製性）與共享經濟五要素做交叉構面，成為「共享經濟策略發展工具」。最後以個案公司做此共享經濟四步驟之應用說明。 zh_TW dc.description.abstract (摘要) The well-known sharing economy startups Uber and Airbnb, change the rules of traditional industry through allocating individuals’ underused assets, and become the leader of the industry, which threatens traditional enterprises, but encourages new startups. In the name of sharing economy, more and more startups join the market.However, the seemingly promising new economy phenomenon has reached no consensus by theory and practice fields. Even ‘sharing economy’ is just one out of its various name. It’s also called ‘collaborative consumption, ‘on-demand economy’, ’access economy’, ‘gig economy’ etc. Besides, there is no specific business model of this new economy. Platform model and e-commerce model are used instead. Thus, it’s hard to relate Uber and Airbnb’ success to the power of sharing economy.This thesis aims to induct the meaning of this new economy phenomenon by observing its changes through time. After The Great Depression and the start of Internet era, the traits of sharing economy can be inducted to five elements, which are the usage of underused assets, peer-to-peer application, access instead of ownership, match efficiency, Internet-based.These elements are used to analyze the difference among sharing economy, platform, and e-commerce in definition and business model, which leads to the classification structure of sharing economy and the its business model. Most sharing companies are startups, which are in search of profitable, scalable, repeatable business model. Thus, these three indexes with five sharing elements are two axes of a cross structure to explain sharing strategy. In the end, a case study is applied to these theories. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 4第二章 文獻探討 5第一節 共享經濟 5第二節 平台與電商模式 11第三節 商業模式 19第四節 創業三指標 20第三章 研究方法 21第一節 研究主題與個案選擇 21第二節 研究流程 22第四章 共享經濟分析架構 23第一節 共享經濟商業模式 23第二節 共享經濟運作模式 29第三節 共享經濟策略發展工具 35第五章 研究分析 36第一節 個案公司介紹 36第二節 個案公司之共享經濟分類 40第三節 個案公司之共享運作模式 42第四節 個案公司之共享發展策略 43第六章 結論與建議 49第一節 結論 49第二節 研究限制 53第三節 後續建議 53參考文獻 54 zh_TW dc.format.extent 2262540 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053630161 en_US dc.subject (關鍵詞) 共享經濟 zh_TW dc.subject (關鍵詞) 平台 zh_TW dc.subject (關鍵詞) 電商 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 新創 zh_TW dc.subject (關鍵詞) Sharing economy en_US dc.subject (關鍵詞) Platform en_US dc.subject (關鍵詞) E-Commerce en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Startup en_US dc.title (題名) 共享經濟發展策略之個案分析 zh_TW dc.title (題名) A Case Study of Sharing Economy Development Strategy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文書籍1. 李芳齡（譯）（2016）。平台經濟模式：從啟動、獲利到成長的全方位攻略。台北市：天下雜誌。（Parker, G. G., Van Alstyne, M. W., & Choudary, S. P., 2016）2. 何建德（譯）（2012）。創新創業教戰守則。台北市：華泰文化。（Blank, S., & Dorf, B., 2012）3. 吳宜臻（譯）（2018）。勾引六十億個買家：馬雲創業夥伴、新興市場電商教父告訴你，阿里巴巴模式正快速複製到全世界，改變你我買東西的方式。台北市：大是文化。（Erisman, P., 2017）4. 馬化騰、張孝榮、孫怡、蔡雄山（2017）。共享經濟: 改變全世界的新經濟方案。台北市：天下文化。5. 陳威如、王詩一（2016）。決勝平台時代：第一本平台化轉型實戰攻略。台北市：商業週刊。6. 陳威如、余卓軒（2013）。平台革命: 席捲全球社交, 購物, 遊戲, 媒體的商業模式創新。台北市：商周出版。7. 黃彥憲（譯）（2001）。付費體驗的時代─ 超資本主義新紀元: 使用權取代所有權。台北市：遠流。（Rifkin, Jeremy, 2000）8. 劉文良（2015）。 電子商務：雲端時代。台北市：碁峰資訊。二、學術論文1. 洪巧庭（2016）。不同共享經濟平台型經營模式之比較。未出版之碩士論文。國立中興大學行銷學系，台中市。2. 黃玟曄（2017）。共享經濟時代下利害關係人管理研究—以Uber通訊叫車服務為例。未出版之碩士論文。國立政治大學社會科學學院，台北市。3. 張瑜倩（2015）。共享經濟的困境與限制—以Airbnb為例。未出版之碩士論文。國立政治大學科技管理與智慧財產研究所，台北市。4. 張月紅（2018）。Airbnb 共享經濟平台的經營策略之研究。未出版之碩士論文。嶺東科技大學企業管理系高階經營管理碩士在職班，台中市。5. 廖均芙（2017）。誠品的平台設計與互動基礎。未出版之碩士論文。國立政治大學企業管理研究所，台北市。三、其他中文網路資料1. 余平（2016）。Flixbus躍居大巴龍頭 德國鐵路壓力山大。大紀元時報。取自：http://www.epochtimes.com/b5/16/8/11/n8190921.htm2. 李開復（2015）。[李開復] 共享經濟才剛開始，大部分服務業都會被顛覆。數位時代。取自：https://www.bnext.com.tw/article/35267/BN-ARTICLE-352673. 祝蘭（2016）。四年成市場霸主 德國FlixBus的創業故事。大紀元時報。取自：http://hk.epochtimes.com/news/2016-114. 陳映璇（2018）。共享變臭名！從中國單車墳場奇景，台灣可以學到什麼。數位時代。取自：https://www.bnext.com.tw/article/47956四、英文書籍1. Blank, S., & Dorf, B. (2012). The startup owner`s manual: The step-by-step guide for building a great company. BookBaby.2. Botsman, R., & Rogers, R. (2010). What’s mine is yours: the rise of collaborative consumption. New York, NY: Harper Business.3. Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin.4. Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager`s guide. Addison-Wesley Professional.5. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.6. Owyang, J., Tran, C., & Silva, C. (2013). The collaborative economy. Altimeter, United States.7. Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You. WW Norton & Company.8. Rifkin, J. (2001). The age of access: The new culture of hypercapitalism. Penguin.9. Thompson, J. D. (1967). Organizations in action: Social science bases of administrative theory. Transaction Publishers.五、英文期刊、論文、雜誌1. Botsman, R. (2015). Defining the sharing economy: what is collaborative consumption–and what isn’t. Fast Company, 27.2. Brown, T. (2009). The gig economy. The Daily Beast.3. Dervojeda, K. (2013). The sharing economy: accessibility based business models for peer-to-peer markets. European Commission.4. Economist. (2015). The on‐demand economy: Workers on tap. The rise of the on‐demand economy poses difficult questions for workers, companies and politicians.5. Eckhardt, G. M., & Bardhi, F. (2015). The sharing economy isn’t about sharing at all. Harvard business review, 28(01), 2015.6. Felson, M., & Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American behavioral scientist, 21(4), 614-624.7. Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: on chains, shops, and networks. Strategic management journal, 19(5), 413-437.8. Stein, J. (2015). Baby, you can drive my car, and do my errands, and rent my stuff. Time.9. Walsh, B. (2011). Today’s smart choice: Don’t own. Share. Time International, 1(3), 49.六、其他英文網路資料1. Anastasia (2014). Flixbus | Interview with its co-founder – Jochen Engert. Cleverism. Retrieved from: https://www.cleverism.com/flixbus-interview-founder-jochen-engert/2. Botsman, R. (2010). Rachel Botsman: The Case for Collaborative Consumption. TED. Retrieved from: https://www.ted.com/talks/rachel_botsman_the_case_for_collaborative_consumption?language=zh-tw3. Botsman, R. (n.d.). THINKING. Retrieved from: https://rachelbotsman.com/thinking/4. CB Insights (2018). The Global Unicorn Club. Retrieved from: https://www.cbinsights.com/research-unicorn-companies5. Crunchbase (n.d.). FlixBus. Retrieved from: https://www.crunchbase.com/organization/flixbus6. Dictionary, O. (2016). Sharing Economy. Retrieved from: https://en.oxforddictionaries.com/definition/sharing_economy7. Engert, J. (2016). Jochen Engert (CEO of Flixbus) at Startup Grind Munich. Startup Grind Local. Retrieved from: https://www.youtube.com/watch?v=w2m52JQuTvc8. Investopedia (n.d.). Peer-to-Peer (P2P) Economy. Retrieved from: https://www.investopedia.com/terms/p/peertopeer-p2p-economy.asp9. Jordans, F. (2018). European Bus Startup FlixBus Heads to US, Starting With LA. U.S. News & World Report. Retrieved from: https://www.usnews.com/news/business/articles/2018-04-04/european-coach-startup-flixbus-heads-to-us-starting-with-la10. Lee, A. (2013). Welcome To The Unicorn Club: Learning From Billion-Dollar Startups. TechCrunch, Retrieved from: https://techcrunch.com/2013/11/02/welcome-to-the-unicorn-club/11. Tabarrok, A. (2011). Bus Deregulation in Germany. Marginal Revolution. Retrieved from: https://marginalrevolution.com/marginalrevolution/2011/08/bus-deregulation-in-germany-after-80-years.html zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.087.2018.F08 en_US
