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題名 點數經濟生態系用戶推薦與管理機制探討
A Case study on the User Recommendation and Management Mechanism of Reward Points Economic Ecosystem作者 吳冠穎
Wu, Guan-Ying貢獻者 邱奕嘉
Chiu, Yi-Chia
吳冠穎
Wu, Guan-Ying關鍵詞 平台策略
平台生態系
點數經濟
點數生態系
用戶推薦
生態系管理機制
Platform Strategy
Platform Economic Ecosystem
Reward Points Economy
Reward Points Economic Ecosystem
User Recommendation
Ecosystem Management Mechanism日期 2019 上傳時間 5-二月-2020 18:33:02 (UTC+8) 摘要 台灣點數經濟的崛起使愈來愈多企業使用點數與消費做結合，也讓許多平台也加入點數經濟的戰局，推出自己的點數想分食市場，點數經濟開始成為台灣消費市場的顯學，也為企業創造更大的商機。在眾多點數平台中，並非所有的點數平台皆能引發用戶使用的動機，唯有做好以用戶為導向的機制設計、讓用戶的體驗近乎完美，才能讓用戶願意推薦平台的服務並成為品牌擁護者。如此一來，平台才有辦法繼續成長，並建立起生態系管理機制以抵禦競爭者的威脅。因此，本研究以點數平台為例試圖回答以下兩大問題：一、為建立平台忠誠度，點數平台應如何優化用戶體驗以獲取用戶推薦?二、點數平台如何建立生態系管理機制以抵禦覆蓋威脅?為了回答上述兩大問題，本研究分析三大個案公司之平台機制設計、探討平台成長之策略、分析用戶推薦的成因、以及平台如何建立起生態系管理機制，並依據分析結果提出研究結論與對實務與學術界皆提出研究建議。本研究提出以下結論：(一)點數平台需讓點數扮演串連自身平台資源的角色，打造以用戶為導向的使用情境，掌握以人為本的關鍵，打造具吸引力且易親近的品牌。無論是生活或娛樂所需，點數必須要能融入用戶生活，充斥在用戶有支付需求的時刻。如此一來，用戶一但認為點數好用，便能獲取用戶推薦，成為品牌擁護者，進而建立平台忠誠度。(二)點數平台讓發行的點數成為自身集團的忠誠度貨幣後，強化平台之議價能力，激發出網路效應，使平台達到持續性規模化的成長。再者，運用分散利潤池與結盟之方式，打造共生共榮的點數經濟生態系。將競爭者變成盟友的方式，不僅提升點數之使用價值，更抵禦了競爭者的覆蓋威脅，建立起良好的生態系管理機制。
In Taiwan, the trend of using reward points made more and more enterprises use points as an incentive to let customer has loyalty toward the brand. Many platforms have also joined the reward points economic ecosystem and launched their own points to gain the market share. This phenomenon creates the greater business opportunities for enterprises in Taiwan. Although there are so many reward points platforms, but not all of them can successfully trigger the user`s motivation. Only by designing a user- oriented mechanism and making the user`s experience nearly perfect, so that users are willing to recommend the platform service and become a brand advocator. At the same time, the platform can continue to make growth and establish an ecosystem management mechanism to against the threat of competitors.This study takes the reward points platform as examples to answer the following two questions: 1. In order to establish customer loyalty, how should the reward points platform optimize the user experience to obtain user recommendations? 2. How does the reward points platform establish an ecosystem management mechanism to protect against threats?In order to answer the above two questions, this case study analyzes the platform mechanism design of the three major companies, explores the platform growth strategy, figure out the causes of user recommendation, and to understand how the platform establishes the ecosystem management mechanism. This study proposes the following conclusions:(1) The reward points platform needs to let the points play the significant role to connect internal and external resources, create a user-friendly experience, and make the brand become attractive and easygoing to bring the customer loyalty in the end. Besides, the reward points must be highly commonly used in the daily life, and fulfill the moments when the user need to do the purchase. Thus, once the user thinks that the points are easy and convenient to use, the platform can obtain user recommendations and brand advocators.(2) After the reward points platform makes the points become the loyalty currency, it strengthens the bargaining power, stimulates the network effect of the platform, and enables to achieve sustained and large-scale growth. In addition, the use of diversified profit pools and alliances to create a reward points economic ecosystem more prosperity. The way to turn competitors into allies not only enhances the value of points, but also resists the threat of coverage of competitors and establishes a good ecosystem management mechanism.參考文獻 一、中文參考資料1. 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:商周出版。2. Philp Kolter、Hermawan Kartajaya、Iwan Setiawan(2017)。行銷 4.0 新虛實融合時代贏得顧客的全思維。台北:天下出版。劉盈君 譯。3. Edward Castronova(2014)。虛擬貨幣經濟學:從線上寶物、紅利點數、比特幣到支付系統，數十億人都能從中獲利的新興經濟趨勢。新北:野人出版。黃煜文、林麗雪 譯。4. 簡妙軒(2017)。台灣點數經濟平台商業模式之探討- 以 H 個案公司為例。輔仁大學科技管理學程碩士在職專班。5. 鄭勝文(2016)。運用點數經濟發展樂天經濟圈之策略研究。國立臺灣科技大學資訊管理系碩士班。6. 林葳(2015)。平台企業價值創造與客戶黏著性探討。國立政治大學企業管理研究所(MBA 碩士學位學程)。7. 陳冠任(2018)。平台商業模式創新獲利基礎之個案分析。國立政治大學科技管理與智慧財產研究所。8. 蔡文德(2008)。跨業點數交易機制之可行性分析。國立中山大學財務管理學系研究所。9. 范彩菱(2011)。顧客對旅遊網站內容的信任與知覺價值對其購買意願與推薦意願影響之探討。國立交通大學經營管理研究所。二、英文期刊與報告1. Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard business review, 84(10), 92.2. Rochet, J. C., &; Tirole, J. (2003). Platform competition in two‐sided markets. Journal of the European Economic Association, 1(4), 990-1029.3. Evans, D. S., & Schmalensee, R. (2010). Failure to launch: Critical mass in platform businesses. Review of Network Economics, 9(4).4. Katz, M.,& Shapiro, C. (1986). “Technology Adoption in the Presence of Network Externalities”, Journal of Political Economy, 94, 822-841.5. Messerschmitt, D. G. (2000). “Understanding Networked Application”, Morgan Kaufmann Publishing Inc.6. Mark Armstrong(2006). “Competition in two‐sided markets”, The RAND Journal of Economics, 37(3), 668-6917. Wendell R. Smith (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies, Journal of Marketing, 21(1), 3-88. Thomas Eisenmann(2011). Platform Envelopment, Strategic Management Journal, 32, 1270–12859. Mark Bonchek and Sangeet Paul Choudary(2013). Three Elements of a Successful Platform Strategy, Internet, Harvard Business Review.10. James Maxham(2011). Service recovery`s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions, Journal of Business Research, 54(1), 11-2411. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.12. Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147-16613. Jochen Wirtz, Patricia Chew, (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word‐of‐mouth behavior , International Journal of Service Industry Management, 13(2), 141-16214. DeCharms, R. C. (1968). Personal causation: The internal affective determinants of behavior. New York: Academic Press.15. Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of Personality and Social Psychology, 18(1), 105-115.16. Day G.S., (1971). Attitude change, media and word of mouth. Journal of Advertising Research, December, Vol. 11, N.6: 31–40.17. Paula Fitzgerald Bone(1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.18. Dubois, D., Rucker, D. D., & Tormala, Z. L. (2011). From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications. Journal of Marketing Research, 48(6), 1020-1032.19. Yin, R.K., 1994, Case Study Research:Design and Methods, Newbury Park, CA:Sage Publications.20. Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Thousand Oaks, CA, US: Sage Publications, Inc.21. Merriam, S. B. (2009). Qualitative research: A guide to design and implementation. San Francisco, CA: John Wiley & Sons.三、參考網站1. 邱奕嘉(2018)。小米、台灣大車隊的成功讓我們發現「平台」落伍了，現在 流行的「生態系」該怎麼做?取自 https://www.businessweekly.com.tw/article.aspx?id=23691&type=Blog2. LINE 官方網站(2019)。取自 https://linecorp.com/zh-hant/。3. Happy Go 官方網站(2019)。取自 https://www.happygocard.com.tw。4. OPENPOINT 官方網站(2019)。取自 https://web.openpoint.com.tw/setmemberdrive/OP/index.html。5. OPENPOINT 會員 今年拚 120 萬人(2018)。取自 https://www.chinatimes.com/newspapers/20180323000537-260208?chdtv 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363013資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363013 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (作者) 吳冠穎 zh_TW dc.contributor.author (作者) Wu, Guan-Ying en_US dc.creator (作者) 吳冠穎 zh_TW dc.creator (作者) Wu, Guan-Ying en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-二月-2020 18:33:02 (UTC+8) - dc.date.available 5-二月-2020 18:33:02 (UTC+8) - dc.date.issued (上傳時間) 5-二月-2020 18:33:02 (UTC+8) - dc.identifier (其他 識別碼) G0106363013 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128654 - 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) 106363013 zh_TW dc.description.abstract (摘要) 台灣點數經濟的崛起使愈來愈多企業使用點數與消費做結合，也讓許多平台也加入點數經濟的戰局，推出自己的點數想分食市場，點數經濟開始成為台灣消費市場的顯學，也為企業創造更大的商機。在眾多點數平台中，並非所有的點數平台皆能引發用戶使用的動機，唯有做好以用戶為導向的機制設計、讓用戶的體驗近乎完美，才能讓用戶願意推薦平台的服務並成為品牌擁護者。如此一來，平台才有辦法繼續成長，並建立起生態系管理機制以抵禦競爭者的威脅。因此，本研究以點數平台為例試圖回答以下兩大問題：一、為建立平台忠誠度，點數平台應如何優化用戶體驗以獲取用戶推薦?二、點數平台如何建立生態系管理機制以抵禦覆蓋威脅?為了回答上述兩大問題，本研究分析三大個案公司之平台機制設計、探討平台成長之策略、分析用戶推薦的成因、以及平台如何建立起生態系管理機制，並依據分析結果提出研究結論與對實務與學術界皆提出研究建議。本研究提出以下結論：(一)點數平台需讓點數扮演串連自身平台資源的角色，打造以用戶為導向的使用情境，掌握以人為本的關鍵，打造具吸引力且易親近的品牌。無論是生活或娛樂所需，點數必須要能融入用戶生活，充斥在用戶有支付需求的時刻。如此一來，用戶一但認為點數好用，便能獲取用戶推薦，成為品牌擁護者，進而建立平台忠誠度。(二)點數平台讓發行的點數成為自身集團的忠誠度貨幣後，強化平台之議價能力，激發出網路效應，使平台達到持續性規模化的成長。再者，運用分散利潤池與結盟之方式，打造共生共榮的點數經濟生態系。將競爭者變成盟友的方式，不僅提升點數之使用價值，更抵禦了競爭者的覆蓋威脅，建立起良好的生態系管理機制。 zh_TW dc.description.abstract (摘要) In Taiwan, the trend of using reward points made more and more enterprises use points as an incentive to let customer has loyalty toward the brand. Many platforms have also joined the reward points economic ecosystem and launched their own points to gain the market share. This phenomenon creates the greater business opportunities for enterprises in Taiwan. Although there are so many reward points platforms, but not all of them can successfully trigger the user`s motivation. Only by designing a user- oriented mechanism and making the user`s experience nearly perfect, so that users are willing to recommend the platform service and become a brand advocator. At the same time, the platform can continue to make growth and establish an ecosystem management mechanism to against the threat of competitors.This study takes the reward points platform as examples to answer the following two questions: 1. In order to establish customer loyalty, how should the reward points platform optimize the user experience to obtain user recommendations? 2. How does the reward points platform establish an ecosystem management mechanism to protect against threats?In order to answer the above two questions, this case study analyzes the platform mechanism design of the three major companies, explores the platform growth strategy, figure out the causes of user recommendation, and to understand how the platform establishes the ecosystem management mechanism. This study proposes the following conclusions:(1) The reward points platform needs to let the points play the significant role to connect internal and external resources, create a user-friendly experience, and make the brand become attractive and easygoing to bring the customer loyalty in the end. Besides, the reward points must be highly commonly used in the daily life, and fulfill the moments when the user need to do the purchase. Thus, once the user thinks that the points are easy and convenient to use, the platform can obtain user recommendations and brand advocators.(2) After the reward points platform makes the points become the loyalty currency, it strengthens the bargaining power, stimulates the network effect of the platform, and enables to achieve sustained and large-scale growth. In addition, the use of diversified profit pools and alliances to create a reward points economic ecosystem more prosperity. The way to turn competitors into allies not only enhances the value of points, but also resists the threat of coverage of competitors and establishes a good ecosystem management mechanism. 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 2第三節 章節架構 3第二章 文獻探討 5第一節 平台策略 5第二節 點數經濟 16第三節 用戶推薦 19第三章 研究方法 30第一節 研究流程 30第二節 研究範圍與對象 30第三節 研究方法 32第四章 個案研究 37第一節 LINE Points 37第二節 HAPPY GO 54第三節 OPENPOINT 66第五章 研究結論與建議 79第一節 研究發現 79第二節 研究結論 83第三節 研究建議 84參考文獻 86 zh_TW dc.format.extent 900770 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363013 en_US dc.subject (關鍵詞) 平台策略 zh_TW dc.subject (關鍵詞) 平台生態系 zh_TW dc.subject (關鍵詞) 點數經濟 zh_TW dc.subject (關鍵詞) 點數生態系 zh_TW dc.subject (關鍵詞) 用戶推薦 zh_TW dc.subject (關鍵詞) 生態系管理機制 zh_TW dc.subject (關鍵詞) Platform Strategy en_US dc.subject (關鍵詞) Platform Economic Ecosystem en_US dc.subject (關鍵詞) Reward Points Economy en_US dc.subject (關鍵詞) Reward Points Economic Ecosystem en_US dc.subject (關鍵詞) User Recommendation en_US dc.subject (關鍵詞) Ecosystem Management Mechanism en_US dc.title (題名) 點數經濟生態系用戶推薦與管理機制探討 zh_TW dc.title (題名) A Case study on the User Recommendation and Management Mechanism of Reward Points Economic Ecosystem en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文參考資料1. 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:商周出版。2. Philp Kolter、Hermawan Kartajaya、Iwan Setiawan(2017)。行銷 4.0 新虛實融合時代贏得顧客的全思維。台北:天下出版。劉盈君 譯。3. Edward Castronova(2014)。虛擬貨幣經濟學:從線上寶物、紅利點數、比特幣到支付系統，數十億人都能從中獲利的新興經濟趨勢。新北:野人出版。黃煜文、林麗雪 譯。4. 簡妙軒(2017)。台灣點數經濟平台商業模式之探討- 以 H 個案公司為例。輔仁大學科技管理學程碩士在職專班。5. 鄭勝文(2016)。運用點數經濟發展樂天經濟圈之策略研究。國立臺灣科技大學資訊管理系碩士班。6. 林葳(2015)。平台企業價值創造與客戶黏著性探討。國立政治大學企業管理研究所(MBA 碩士學位學程)。7. 陳冠任(2018)。平台商業模式創新獲利基礎之個案分析。國立政治大學科技管理與智慧財產研究所。8. 蔡文德(2008)。跨業點數交易機制之可行性分析。國立中山大學財務管理學系研究所。9. 范彩菱(2011)。顧客對旅遊網站內容的信任與知覺價值對其購買意願與推薦意願影響之探討。國立交通大學經營管理研究所。二、英文期刊與報告1. Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard business review, 84(10), 92.2. Rochet, J. C., &; Tirole, J. (2003). Platform competition in two‐sided markets. Journal of the European Economic Association, 1(4), 990-1029.3. Evans, D. S., & Schmalensee, R. (2010). Failure to launch: Critical mass in platform businesses. Review of Network Economics, 9(4).4. Katz, M.,& Shapiro, C. (1986). “Technology Adoption in the Presence of Network Externalities”, Journal of Political Economy, 94, 822-841.5. Messerschmitt, D. G. (2000). “Understanding Networked Application”, Morgan Kaufmann Publishing Inc.6. Mark Armstrong(2006). “Competition in two‐sided markets”, The RAND Journal of Economics, 37(3), 668-6917. Wendell R. Smith (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies, Journal of Marketing, 21(1), 3-88. Thomas Eisenmann(2011). Platform Envelopment, Strategic Management Journal, 32, 1270–12859. Mark Bonchek and Sangeet Paul Choudary(2013). Three Elements of a Successful Platform Strategy, Internet, Harvard Business Review.10. James Maxham(2011). Service recovery`s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions, Journal of Business Research, 54(1), 11-2411. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.12. Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147-16613. Jochen Wirtz, Patricia Chew, (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word‐of‐mouth behavior , International Journal of Service Industry Management, 13(2), 141-16214. DeCharms, R. C. (1968). Personal causation: The internal affective determinants of behavior. New York: Academic Press.15. Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of Personality and Social Psychology, 18(1), 105-115.16. Day G.S., (1971). Attitude change, media and word of mouth. Journal of Advertising Research, December, Vol. 11, N.6: 31–40.17. Paula Fitzgerald Bone(1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.18. Dubois, D., Rucker, D. D., & Tormala, Z. L. (2011). From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications. Journal of Marketing Research, 48(6), 1020-1032.19. Yin, R.K., 1994, Case Study Research:Design and Methods, Newbury Park, CA:Sage Publications.20. Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Thousand Oaks, CA, US: Sage Publications, Inc.21. Merriam, S. B. (2009). Qualitative research: A guide to design and implementation. San Francisco, CA: John Wiley & Sons.三、參考網站1. 邱奕嘉(2018)。小米、台灣大車隊的成功讓我們發現「平台」落伍了，現在 流行的「生態系」該怎麼做?取自 https://www.businessweekly.com.tw/article.aspx?id=23691&type=Blog2. LINE 官方網站(2019)。取自 https://linecorp.com/zh-hant/。3. Happy Go 官方網站(2019)。取自 https://www.happygocard.com.tw。4. OPENPOINT 官方網站(2019)。取自 https://web.openpoint.com.tw/setmemberdrive/OP/index.html。5. OPENPOINT 會員 今年拚 120 萬人(2018)。取自 https://www.chinatimes.com/newspapers/20180323000537-260208?chdtv zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000049 en_US
