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題名 循環經濟的商業模式-以租用容器為例
Business Model of Circular Economy: A Case Study of Container Rental作者 劉芊瑩
Liu, Chien-Ying貢獻者 曾國峰
Tseng, Kuo-Feng
劉芊瑩
Liu, Chien-Ying關鍵詞 循環經濟
商業模式
價值主張
租用容器
Circular economy
Business model
Value proposition
Container rental日期 2023 上傳時間 9-Mar-2023 18:01:44 (UTC+8) 摘要 循環經濟定義為資源可回復且可再生的經濟和產業系統，租用容器產業符合循環經濟「製造—使用—循環（Make-Use-Circulate）」的模式，透過設計、商業模式提升資源效率，並從源頭避免一次性容器廢棄物的產生。本研究採用個案研究法，以租用容器企業為研究對象，探討在循環經濟思維下發展的商業模式。以訪談方式，針對個案公司重要高階主管、消費者及合作夥伴進行訪談，結合價值主張及商業模式圖，歸納出個案公司未來可執行的經濟創新商業模式，獲致以下研究結論：一、終端使用者的價值主張：終端使用者希望能夠獲得「方便、安全、衛生的租借容器體驗」，目前個案公司的價值地圖與終端使用者的顧客描繪適配度中等，產品與服務基本能夠滿足顧客任務，然未能解決終端使用者的大多數痛點。因此本研究認為租用容器企業理念與出發點良善，但是租借流程和歸還點尚不完善、清潔及消毒資訊揭露不足、缺乏宣傳與行銷，都會限制終端使用者的使用率。二、個案公司創新的商業模式：租借容器業者具備關鍵資源優勢；租借容器業者已經形成穩定的獲利模式；因政府減塑政策規範，租借容器業者發展機會大增；租借容器業者需面臨外部疫情影響的挑戰。依據研究結果，針對租用容器業者提出建議，包括應提升租借容器消毒清洗的資訊揭露；與專業的第三方檢驗單位合作，制定更有力度的清潔規範；租借歸還的彈性模式；租借容器服務配合線上點餐；關注連鎖店提供循環杯所產生的商業規模變化，及針對後續研究提出建議。
The definition of the circular economy is an economic and industrial system in which resources are renewable and recoverable. The container rental industry fits the "Make-Use-Circulate" model of the circular economy, which improves resource efficiency through design and business models, and avoids the generation of disposable container waste at the source. This study used a case study method to explore the business model developed under the concept of the circular economy, with a container rental company as the research object. Through interviews with key executives, consumers, and partners of the case company, combined with value propositions and business model diagrams, this study summarized the economic innovative business models that the case company can execute in the future, and obtained the following research conclusions:Value proposition of end-users: End-users hope to have a "convenient, safe, and hygienic rental container experience." The case company`s value map and end-user customer profiles have moderate compatibility, and its products and services can basically meet customer tasks, but have not yet solved most of the end-users` pain points. Therefore, this study believes that the container rental business concept and starting point are good, but the rental process and return points are not yet perfect, the disclosure of cleaning and disinfection information is insufficient, and there is a lack of promotion and marketing, which will limit the usage rate of end-users.Innovative business models of the case company: Container rental companies have key resource advantages, fewer competitors in the industry, and have formed stable profit models. Due to government plastic reduction policy regulations, container rental companies have greatly increased development opportunities, but they also need to face the challenge of external epidemic impact.Based on the research results, recommendations were made for container rental companies, including improving the disclosure of information on container disinfection and cleaning, cooperating with professional third-party inspection units to formulate more powerful cleaning specifications, allowing consumers to rent multiple containers with a unified return model, providing container rental services to match online ordering, and cooperating with chain stores to improve promotion efficiency, and suggestions for further research.參考文獻 一、中文文獻ETtoday新聞雲（2021）。台灣咖啡店「19年成長815%」！霸主不是星巴克 第1名15年開524間。取自finance.ettoday.net/news/2118947尤傳莉(譯)(2012)。獲利世代。臺北市：早安財經文化。(Alexander Osterwalder& Yves Pigneur, 2010)。王淑美（2011）。從實踐角度檢討台灣的永續消費政策：以節能減碳運動為例。 國家與社會， 11，107-158。台灣連鎖暨加盟協會（2021）。你多久去超商？國人2020年人均137次、每次消費84.16元。取自http://www.tcfa.org.tw/announce_detail.asp?id=9202199何玉霞、陳世良（2021）。循環經濟與永續績效之關聯性研究。品質學報，28（5）5， 297-321。李吉仁（2017）。有效縮短「從A到Z」的路徑。臺北：天下雜誌。季晶晶譯（2017）。價值主張年代。臺北市：天下雜誌。（Alex Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, Trish Papadakos,2017）。林宗昱 (2019)。推動塑膠循環之環境經濟效益初探。經濟前瞻，186， 119-123。邱憶惠(1999)。個案研究法：質化取向。教育研究， 7， 113-127。食力foodNEXT（2022）。全台超過26000家手搖飲料店、近10年成長3倍！看似競爭又充滿需求的手搖飲市場 業者如何脫穎而出？取自https://www.foodnext.net/column/columnist/paper/5616681062袁方編（2002）。社會研究方法。臺北：五南。高淑清（2001）。在美華人留學生太太的生活世界： 詮釋與反思。本土心理學研究， 225-285。張芬芬(譯)(2005)。Miles, M. 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國立政治大學
傳播學院碩士在職專班
104941012資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104941012 資料類型 thesis dc.contributor.advisor 曾國峰 zh_TW dc.contributor.advisor Tseng, Kuo-Feng en_US dc.contributor.author (Authors) 劉芊瑩 zh_TW dc.contributor.author (Authors) Liu, Chien-Ying en_US dc.creator (作者) 劉芊瑩 zh_TW dc.creator (作者) Liu, Chien-Ying en_US dc.date (日期) 2023 en_US dc.date.accessioned 9-Mar-2023 18:01:44 (UTC+8) - dc.date.available 9-Mar-2023 18:01:44 (UTC+8) - dc.date.issued (上傳時間) 9-Mar-2023 18:01:44 (UTC+8) - dc.identifier (Other Identifiers) G0104941012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143675 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院碩士在職專班 zh_TW dc.description (描述) 104941012 zh_TW dc.description.abstract (摘要) 循環經濟定義為資源可回復且可再生的經濟和產業系統，租用容器產業符合循環經濟「製造—使用—循環（Make-Use-Circulate）」的模式，透過設計、商業模式提升資源效率，並從源頭避免一次性容器廢棄物的產生。本研究採用個案研究法，以租用容器企業為研究對象，探討在循環經濟思維下發展的商業模式。以訪談方式，針對個案公司重要高階主管、消費者及合作夥伴進行訪談，結合價值主張及商業模式圖，歸納出個案公司未來可執行的經濟創新商業模式，獲致以下研究結論：一、終端使用者的價值主張：終端使用者希望能夠獲得「方便、安全、衛生的租借容器體驗」，目前個案公司的價值地圖與終端使用者的顧客描繪適配度中等，產品與服務基本能夠滿足顧客任務，然未能解決終端使用者的大多數痛點。因此本研究認為租用容器企業理念與出發點良善，但是租借流程和歸還點尚不完善、清潔及消毒資訊揭露不足、缺乏宣傳與行銷，都會限制終端使用者的使用率。二、個案公司創新的商業模式：租借容器業者具備關鍵資源優勢；租借容器業者已經形成穩定的獲利模式；因政府減塑政策規範，租借容器業者發展機會大增；租借容器業者需面臨外部疫情影響的挑戰。依據研究結果，針對租用容器業者提出建議，包括應提升租借容器消毒清洗的資訊揭露；與專業的第三方檢驗單位合作，制定更有力度的清潔規範；租借歸還的彈性模式；租借容器服務配合線上點餐；關注連鎖店提供循環杯所產生的商業規模變化，及針對後續研究提出建議。 zh_TW dc.description.abstract (摘要) The definition of the circular economy is an economic and industrial system in which resources are renewable and recoverable. The container rental industry fits the "Make-Use-Circulate" model of the circular economy, which improves resource efficiency through design and business models, and avoids the generation of disposable container waste at the source. This study used a case study method to explore the business model developed under the concept of the circular economy, with a container rental company as the research object. Through interviews with key executives, consumers, and partners of the case company, combined with value propositions and business model diagrams, this study summarized the economic innovative business models that the case company can execute in the future, and obtained the following research conclusions:Value proposition of end-users: End-users hope to have a "convenient, safe, and hygienic rental container experience." The case company`s value map and end-user customer profiles have moderate compatibility, and its products and services can basically meet customer tasks, but have not yet solved most of the end-users` pain points. Therefore, this study believes that the container rental business concept and starting point are good, but the rental process and return points are not yet perfect, the disclosure of cleaning and disinfection information is insufficient, and there is a lack of promotion and marketing, which will limit the usage rate of end-users.Innovative business models of the case company: Container rental companies have key resource advantages, fewer competitors in the industry, and have formed stable profit models. Due to government plastic reduction policy regulations, container rental companies have greatly increased development opportunities, but they also need to face the challenge of external epidemic impact.Based on the research results, recommendations were made for container rental companies, including improving the disclosure of information on container disinfection and cleaning, cooperating with professional third-party inspection units to formulate more powerful cleaning specifications, allowing consumers to rent multiple containers with a unified return model, providing container rental services to match online ordering, and cooperating with chain stores to improve promotion efficiency, and suggestions for further research. en_US dc.description.tableofcontents 摘要 IABSTRACT II目次 IV表次 VI圖次 VII第一章緒論 1第一節研究背景 1第二節研究動機 4第三節研究目的 5第二章文獻探討 7第一節循環經濟 7第二節租用容器產業 11第三節價值主張 20第四節商業模式 25第五節國外租用容器商業模式創新案例 29第三章研究方法 34第一節研究問題 34第二節個案介紹 34第三節研究方法 35第四節研究對象 37第五節研究工具 39第六節資料處理與分析 39第四章研究結果 41第一節五力分析 41第二節價值主張 44第三節商業模式 60第五章結論與建議 75第一節研究結論 75第二節研究建議 78第三節研究限制 82參考文獻 83附錄一企業端訪談大綱 89附錄二消費端訪談大綱 91 zh_TW dc.format.extent 8473403 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104941012 en_US dc.subject (關鍵詞) 循環經濟 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 價值主張 zh_TW dc.subject (關鍵詞) 租用容器 zh_TW dc.subject (關鍵詞) Circular economy en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Value proposition en_US dc.subject (關鍵詞) Container rental en_US dc.title (題名) 循環經濟的商業模式-以租用容器為例 zh_TW dc.title (題名) Business Model of Circular Economy: A Case Study of Container Rental en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻ETtoday新聞雲（2021）。台灣咖啡店「19年成長815%」！霸主不是星巴克 第1名15年開524間。取自finance.ettoday.net/news/2118947尤傳莉(譯)(2012)。獲利世代。臺北市：早安財經文化。(Alexander Osterwalder& Yves Pigneur, 2010)。王淑美（2011）。從實踐角度檢討台灣的永續消費政策：以節能減碳運動為例。 國家與社會， 11，107-158。台灣連鎖暨加盟協會（2021）。你多久去超商？國人2020年人均137次、每次消費84.16元。取自http://www.tcfa.org.tw/announce_detail.asp?id=9202199何玉霞、陳世良（2021）。循環經濟與永續績效之關聯性研究。品質學報，28（5）5， 297-321。李吉仁（2017）。有效縮短「從A到Z」的路徑。臺北：天下雜誌。季晶晶譯（2017）。價值主張年代。臺北市：天下雜誌。（Alex Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, Trish Papadakos,2017）。林宗昱 (2019)。推動塑膠循環之環境經濟效益初探。經濟前瞻，186， 119-123。邱憶惠(1999)。個案研究法：質化取向。教育研究， 7， 113-127。食力foodNEXT（2022）。全台超過26000家手搖飲料店、近10年成長3倍！看似競爭又充滿需求的手搖飲市場 業者如何脫穎而出？取自https://www.foodnext.net/column/columnist/paper/5616681062袁方編（2002）。社會研究方法。臺北：五南。高淑清（2001）。在美華人留學生太太的生活世界： 詮釋與反思。本土心理學研究， 225-285。張芬芬(譯)(2005)。Miles, M. 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