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題名 社會企業的雙邊市場模式ー以香港長者安居協會為例
A Two-Sided Market Model for Social Enterprise: A Case Study of The Senior Citizen Home Safety Association in Hong Kong
作者 張偉德
Chang,Wei Te
貢獻者 吳靜吉
Wu, Jing Jyi
張偉德
Chang,Wei Te
關鍵詞 社會企業
社會創新
商業模式
雙邊市場
social enterprise
social innovation
business model
two sided market
日期 2013
上傳時間 21-Jul-2014 15:48:21 (UTC+8)
摘要 社會創新與社會企業的議題，於2006年穆罕默德．尤努斯博士（Muhammad Yunus）因創辦孟加拉鄉村銀行(Grameen Bank)獲得諾貝爾和平獎後，引起廣泛的關注與討論。鄉村銀行突破傳統銀行的營運觀點，建構了獨特的理念與商業模式，期望建立一個沒有貧窮的社會。但是，世界眾多群起效尤的社會企業，並無法像孟加拉鄉村銀行一樣，在不接受政府補助或外界捐款下，自行達到損益兩平的地步。
在現今社會企業強調以損益兩平為主要發展目標下，社會企業創業家為了尋求一個合適且可發展的商業模式，開始檢視、探討與實踐不同的商業模式。
研究者在香港的社會企業參訪之旅中，觀察到了香港的長者安居協會已經突破了損益兩平的關卡，似乎自然發展而形成了雙邊市場的營運模式。因此，本研究的第一個目的為了解長者安居協會如何形成現有的營運模式，然後透過文獻探討釐清社會企業的營運模式與一般企業的營運模式有什麼不同？並且了解現今社會企業的營運模式有哪些類型？本研究的研究問題則是了解長者安居協會的營運模式為何？長者安居協會如何運用雙邊市場策略規劃其未來發展？運用雙邊市場策略能帶來什麼樣不同於以往的影響？
根據個案分析與研究，發現長者安居協會的平台機制設計順利的激發了「跨邊網路外部性效應」與「同邊網路外部性效應 」，讓其平台能自行營運成長，有效的建立規模經濟與範疇經濟的成本結構，近四年來的毛利率高達80%~ 90%。
長者安居協會從全新的觀點來看過去被視為問題的「社會問題」，將其視為尚未被「合理妥善運用的社會資源」，藉由平台機制的設計，來連結不同的社會資源成為雙(多)邊市場，共同創造新的社會與經濟價值。而這將會是未來欲發展社會創新與社會企業等議題時，可以共同思考的方向。
Social innovation and social enterprises have risen in popularity since The Nobel Peace Prize was given to Dr. Muhammad Yunus, founder of the Grameen Bank in Bangladesh, in 2006. The Grameen Bank does not follow the operational rules of a traditional bank, rather, hoping to create a society without poverty, the Grameen Bank created its own values and business model. Yet many social enterprises are unable to do the same as the Grameen Bank, as they require donations or subsidies to balance profits and losses.
Given that social enterprises seem to make breaking even their main target, social entrepreneurs must work to find stable business models with development potential.
During a field visit to a social enterprise, the author observed that the Senior Citizen Home Safety Association in Hong Kong managed to overcome the difficulty of breaking even, and had naturally developed a two-sided market model. Hence, the first purpose of this research is to understand how the Senior Citizen Home Safety Association built their own business model. Second, a literature review was conducted to distinguish social enterprise business models from traditional models. How many kinds of social enterprise business models are there? Specifically, the following research questions were examined: What is the business model of Senior Citizen Home Safety Association? How does the Senior Citizen Home Safety Association use a two-sided market strategy to plan for future development? How can a two-sided market strategy result in atypical outcomes?
According to the case study analysis, it was discovered that the Senior Citizen Home Safety Association platform triggered positive cross-side network effects and a same-side network effect. The platform was able to grow independently, leading to a cost structure of economies of scale and scope. Their gross profit margin has been between 80% and 90% over the past four years.
The Senior Citizen Home Safety Association views social problems from a whole new viewpoint. Rather than view social issues as “problems”, they are conceived of as social resources that have yet to be effectively distributed. We can connect different social resources to form a two-sided market, and then create new social and economic value. This perspective can be adopted when considering how to stimulate social innovation and develop social enterprises in the future.
參考文獻 Alter, K. (2007). Social enterprise typology. Virtue Ventures LLC, 12.
Arrow, K. J. (1950). A Difficulty in the Concept of Social Welfare. Journal of Political Economy, 58(4), 328-346. doi: 10.2307/1828886
CAMERON, D. (2013). The Big Society ,Power to the people. from http://www.economist.com/blogs/blighty/2013/08/big-society
Carroll, A., & Buchholtz, A. (2011). Business and society: Ethics, sustainability, and stakeholder management: Cengage Learning.
Carroll, A. B. (1999). Corporate social responsibility evolution of a definitional construct. Business & society, 38(3), 268-295.
Dees, J. G. (1998). Enterprising nonprofits. Harvard business review, 76, 54-69.
Dees, J. G. (1998). The Meaning of ìSocial Entrepreneurshipî.
Defourny, J. (2001). From third sector to social enterprise. The emergence of social enterprise.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
Elkington, J. (1999). Cannibals with forks: Capstone Oxford.
Evans, D. S., & Schmalensee, R. (2005). The industrial organization of markets with two-sided platforms: National Bureau of Economic Research.
Fuller, R. C., & Myers, R. R. (1941). Some Aspects of a Theory of Social Problems. American Sociological Review, 6(1), 24-32. doi: 10.2307/2086338
Hagiu, A. (2006). Pricing and commitment by two‐sided platforms. The RAND Journal of Economics, 37(3), 720-737.
Liebowitz, S. J., & Margolis, S. E. (1994). Network externality: An uncommon tragedy. Journal of economic perspectives, 8, 133-133.
Noya, A., Lecamp, G. e., & Economic, L. (1999). Social enterprises: Publications de l`OCDE.
Nudd, T. (2014). Perfect Match: Brazilian Kids Learn English by Video Chatting With Lonely Elderly Americans. from http://www.adweek.com/adfreak/perfect-match-brazilian-kids-learn-english-video-chatting-lonely-elderly-americans-157523
Obama, B. (2009). Office of Social Innovation and Civic Participation. from http://www.whitehouse.gov/administration/eop/sicp
Reiser, D. B. (2010). Governing and financing blended enterprise. Chi.-Kent L. Rev., 85, 619.
Reiser, D. B. (2011). Benefit Corporations-A Sustainable Form of Organization. Wake Forest L. Rev., 46, 591.
Reiser, D. B. (2012). Next Big Thing: Flexible Purpose Corporations, The. Am. U. Bus. L. Rev., 2, 55.
Rochet, J. C., & Tirole, J. (2003). Platform competition in two‐sided markets. Journal of the European Economic Association, 1(4), 990-1029.
Rogers Everett, M. (1995). Diffusion of innovations. New York.
Salamon, L. M. (2003). Voluntary failure theory correctly viewed The Study of the Nonprofit Enterprise (pp. 183-186): Springer.
School, H. B. (2014). Social Enterprise - Harvard Business School. from http://www.hbs.edu/socialenterprise/
School, S. G. (2014). Center for Social Innovation | Stanford Graduate School. from http://csi.gsb.stanford.edu/
Tirole, J.-C. R. a. J. (2006). Two-sided markets: a progress report. RAND Journal of Economics, Vol. 37, pp. 645–667.
WIKIPEDIA. (2014). 創新. from http://zh.wikipedia.org/wiki/%E5%89%B5%E6%96%B0
Yin, R. K. (1994). Case study research: design and methods. 2nd: Thousand Oaks, CA: Sage.
勝利身心障礙潛能發展中心. (2014). from http://www.victory.org.tw/
御多福日照中心. (2013). from http://web.pts.org.tw/php/news/pts_news/detail.php?NEENO=246800
立法院. (2013). 公益公司法草案.
長者安居協會 (Ed.). (2012-2013). 長者安居協會年報.
長者安居協會官方網站. (2014). from https://http://www.schsa.org.hk/tc/home/index.html
陳威如；余卓軒. (2013). 平台革命.
陳玟成. (2012). 一顆按鍵救了上萬獨居老人. 商業周刊.
描述 碩士
國立政治大學
科技管理與智慧財產研究所
101359017
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101359017
資料類型 thesis
dc.contributor.advisor 吳靜吉zh_TW
dc.contributor.advisor Wu, Jing Jyien_US
dc.contributor.author (Authors) 張偉德zh_TW
dc.contributor.author (Authors) Chang,Wei Teen_US
dc.creator (作者) 張偉德zh_TW
dc.creator (作者) Chang,Wei Teen_US
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:48:21 (UTC+8)-
dc.date.available 21-Jul-2014 15:48:21 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:48:21 (UTC+8)-
dc.identifier (Other Identifiers) G0101359017en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67654-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 101359017zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 社會創新與社會企業的議題，於2006年穆罕默德．尤努斯博士（Muhammad Yunus）因創辦孟加拉鄉村銀行(Grameen Bank)獲得諾貝爾和平獎後，引起廣泛的關注與討論。鄉村銀行突破傳統銀行的營運觀點，建構了獨特的理念與商業模式，期望建立一個沒有貧窮的社會。但是，世界眾多群起效尤的社會企業，並無法像孟加拉鄉村銀行一樣，在不接受政府補助或外界捐款下，自行達到損益兩平的地步。
在現今社會企業強調以損益兩平為主要發展目標下，社會企業創業家為了尋求一個合適且可發展的商業模式，開始檢視、探討與實踐不同的商業模式。
研究者在香港的社會企業參訪之旅中，觀察到了香港的長者安居協會已經突破了損益兩平的關卡，似乎自然發展而形成了雙邊市場的營運模式。因此，本研究的第一個目的為了解長者安居協會如何形成現有的營運模式，然後透過文獻探討釐清社會企業的營運模式與一般企業的營運模式有什麼不同？並且了解現今社會企業的營運模式有哪些類型？本研究的研究問題則是了解長者安居協會的營運模式為何？長者安居協會如何運用雙邊市場策略規劃其未來發展？運用雙邊市場策略能帶來什麼樣不同於以往的影響？
根據個案分析與研究，發現長者安居協會的平台機制設計順利的激發了「跨邊網路外部性效應」與「同邊網路外部性效應 」，讓其平台能自行營運成長，有效的建立規模經濟與範疇經濟的成本結構，近四年來的毛利率高達80%~ 90%。
長者安居協會從全新的觀點來看過去被視為問題的「社會問題」，將其視為尚未被「合理妥善運用的社會資源」，藉由平台機制的設計，來連結不同的社會資源成為雙(多)邊市場，共同創造新的社會與經濟價值。而這將會是未來欲發展社會創新與社會企業等議題時，可以共同思考的方向。		zh_TW
dc.description.abstract (摘要) Social innovation and social enterprises have risen in popularity since The Nobel Peace Prize was given to Dr. Muhammad Yunus, founder of the Grameen Bank in Bangladesh, in 2006. The Grameen Bank does not follow the operational rules of a traditional bank, rather, hoping to create a society without poverty, the Grameen Bank created its own values and business model. Yet many social enterprises are unable to do the same as the Grameen Bank, as they require donations or subsidies to balance profits and losses.
Given that social enterprises seem to make breaking even their main target, social entrepreneurs must work to find stable business models with development potential.
During a field visit to a social enterprise, the author observed that the Senior Citizen Home Safety Association in Hong Kong managed to overcome the difficulty of breaking even, and had naturally developed a two-sided market model. Hence, the first purpose of this research is to understand how the Senior Citizen Home Safety Association built their own business model. Second, a literature review was conducted to distinguish social enterprise business models from traditional models. How many kinds of social enterprise business models are there? Specifically, the following research questions were examined: What is the business model of Senior Citizen Home Safety Association? How does the Senior Citizen Home Safety Association use a two-sided market strategy to plan for future development? How can a two-sided market strategy result in atypical outcomes?
According to the case study analysis, it was discovered that the Senior Citizen Home Safety Association platform triggered positive cross-side network effects and a same-side network effect. The platform was able to grow independently, leading to a cost structure of economies of scale and scope. Their gross profit margin has been between 80% and 90% over the past four years.
The Senior Citizen Home Safety Association views social problems from a whole new viewpoint. Rather than view social issues as “problems”, they are conceived of as social resources that have yet to be effectively distributed. We can connect different social resources to form a two-sided market, and then create new social and economic value. This perspective can be adopted when considering how to stimulate social innovation and develop social enterprises in the future.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的與研究問題 3
第二章 文獻探討 4
第一節 社會問題 5
第二節 社會企業與社會創新 6
第三節 社會創業家精神 10
第四節 社會企業責任 12
第五節 社會企業的營運模式 13
一、基本營運模式 15
二、聯合模式 21
三、強化模式 23
第六節 雙(多)邊市場 25
第三章 研究方法 29
第一節 研究設計方法 29
第二節 個案選擇及資料收集 31
第三節 研究流程 33
第四章 個案分析與研究發現 35
第一節 個案發展歷程 35
第二節 長者安居協會之經營模式 44
第三節 長者安居協會雙邊經營模式分析 46
第四節 長者安居協會如何運用雙邊市場策略規劃未來發展？ 50
第五節 運用雙邊市場策略帶來什麼不同以往的影響？ 56
第六節 長者安居協會發展之策略 58
第五章 結論與建議 60
第一節 研究限制 60
第二節 結論與未來建議 61
參考文獻 65
附錄一 67
附錄二 68
附錄三 70
附錄四 84		zh_TW
dc.format.extent 3752253 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101359017en_US
dc.subject (關鍵詞) 社會企業zh_TW
dc.subject (關鍵詞) 社會創新zh_TW
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) 雙邊市場zh_TW
dc.subject (關鍵詞) social enterpriseen_US
dc.subject (關鍵詞) social innovationen_US
dc.subject (關鍵詞) business modelen_US
dc.subject (關鍵詞) two sided marketen_US
dc.title (題名) 社會企業的雙邊市場模式ー以香港長者安居協會為例zh_TW
dc.title (題名) A Two-Sided Market Model for Social Enterprise: A Case Study of The Senior Citizen Home Safety Association in Hong Kongen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Alter, K. (2007). Social enterprise typology. Virtue Ventures LLC, 12.
Arrow, K. J. (1950). A Difficulty in the Concept of Social Welfare. Journal of Political Economy, 58(4), 328-346. doi: 10.2307/1828886
CAMERON, D. (2013). The Big Society ,Power to the people. from http://www.economist.com/blogs/blighty/2013/08/big-society
Carroll, A., & Buchholtz, A. (2011). Business and society: Ethics, sustainability, and stakeholder management: Cengage Learning.
Carroll, A. B. (1999). Corporate social responsibility evolution of a definitional construct. Business & society, 38(3), 268-295.
Dees, J. G. (1998). Enterprising nonprofits. Harvard business review, 76, 54-69.
Dees, J. G. (1998). The Meaning of ìSocial Entrepreneurshipî.
Defourny, J. (2001). From third sector to social enterprise. The emergence of social enterprise.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
Elkington, J. (1999). Cannibals with forks: Capstone Oxford.
Evans, D. S., & Schmalensee, R. (2005). The industrial organization of markets with two-sided platforms: National Bureau of Economic Research.
Fuller, R. C., & Myers, R. R. (1941). Some Aspects of a Theory of Social Problems. American Sociological Review, 6(1), 24-32. doi: 10.2307/2086338
Hagiu, A. (2006). Pricing and commitment by two‐sided platforms. The RAND Journal of Economics, 37(3), 720-737.
Liebowitz, S. J., & Margolis, S. E. (1994). Network externality: An uncommon tragedy. Journal of economic perspectives, 8, 133-133.
Noya, A., Lecamp, G. e., & Economic, L. (1999). Social enterprises: Publications de l`OCDE.
Nudd, T. (2014). Perfect Match: Brazilian Kids Learn English by Video Chatting With Lonely Elderly Americans. from http://www.adweek.com/adfreak/perfect-match-brazilian-kids-learn-english-video-chatting-lonely-elderly-americans-157523
Obama, B. (2009). Office of Social Innovation and Civic Participation. from http://www.whitehouse.gov/administration/eop/sicp
Reiser, D. B. (2010). Governing and financing blended enterprise. Chi.-Kent L. Rev., 85, 619.
Reiser, D. B. (2011). Benefit Corporations-A Sustainable Form of Organization. Wake Forest L. Rev., 46, 591.
Reiser, D. B. (2012). Next Big Thing: Flexible Purpose Corporations, The. Am. U. Bus. L. Rev., 2, 55.
Rochet, J. C., & Tirole, J. (2003). Platform competition in two‐sided markets. Journal of the European Economic Association, 1(4), 990-1029.
Rogers Everett, M. (1995). Diffusion of innovations. New York.
Salamon, L. M. (2003). Voluntary failure theory correctly viewed The Study of the Nonprofit Enterprise (pp. 183-186): Springer.
School, H. B. (2014). Social Enterprise - Harvard Business School. from http://www.hbs.edu/socialenterprise/
School, S. G. (2014). Center for Social Innovation | Stanford Graduate School. from http://csi.gsb.stanford.edu/
Tirole, J.-C. R. a. J. (2006). Two-sided markets: a progress report. RAND Journal of Economics, Vol. 37, pp. 645–667.
WIKIPEDIA. (2014). 創新. from http://zh.wikipedia.org/wiki/%E5%89%B5%E6%96%B0
Yin, R. K. (1994). Case study research: design and methods. 2nd: Thousand Oaks, CA: Sage.
勝利身心障礙潛能發展中心. (2014). from http://www.victory.org.tw/
御多福日照中心. (2013). from http://web.pts.org.tw/php/news/pts_news/detail.php?NEENO=246800
立法院. (2013). 公益公司法草案.
長者安居協會 (Ed.). (2012-2013). 長者安居協會年報.
長者安居協會官方網站. (2014). from https://http://www.schsa.org.hk/tc/home/index.html
陳威如；余卓軒. (2013). 平台革命.
陳玟成. (2012). 一顆按鍵救了上萬獨居老人. 商業周刊.		zh_TW