經營共享經濟平台策略重點之研究:以台灣優步為例

Abstract

「共享經濟」一詞在現代的社會逐漸普及化，食衣住行育樂各種的網路peer-to-peer平台相應而生，在線共享與協作消費這種新概念正在不斷擴展，而主要推手都是源於科技的進步以及信息通訊技術的普及化，創造了一個新的競爭環境與服務方式。然而在新的概念不斷擴張的同時，既有的相關產業必然會受到一定的影響，進而產生利益上的拉鋸戰。除了新舊產業間的相互競爭之外，政府與法律同時也擔任了相當重要的角色，既有的法律可能尚未規範到新生產業，使得新生產業有極大的商業優勢，造成舊產業無法與之競爭的情況。亦可能套用既有的法律造成新生產業寸步難行。目前在營建相關產業尚未出現規模較大的共享經濟平台，故以描述一個擴張相當快速的P2P平台 – 優步為範例，文旨在通過案例研究方法和計量實證分析方法，在市場上如何取得大眾認同度與生存方式。該分析有助於理解該平台的主要特徵和功能，並探討其面對台灣法規的應變能力與經營模式之變更。結果表示，優步在用戶方面仍然在快速增長，面對監管問題以及傳統通勤市場的挑戰具有非常快速的應變與適應能力，相信在其經營的策略以及現代通訊設備與軟體發達有顯著的關係，然而當前以及未來仍有諸多需要考慮的潛在風險。

The term 'sharing economy' is gradually becoming more popular in modern society. Various online peer-to-peer (P2P) platforms for food, clothing, housing, transportation, and entertainment have emerged accordingly. The new concepts of online sharing and collaborative consumption are constantly expanding. The main drivers are the advancement of technology and the popularization of information and communication technology, creating a new competitive environment and service methods. However, while the new concepts continue to expand, the existing related industries will inevitably be affected to some extent, and then there will be a tug of war on interests. In addition to the competition between the old and new industries, the government and the law have also played a very important role. Existing laws may not yet regulate the new industry, which makes the new industry have great commercial advantages and prevents the old industry from competing with it. Case. The government may also apply existing laws to make it difficult for new industries to move forward. This article aims to describe a fairly rapidly expanding P2P platform, Uber, through case study methods and Econometrics analysis methods, and is currently the leader in dispatching commuting in Taiwan. This analysis is helpful to understand the main features and functions of the platform, and to explore its adaptability to changes in Taiwan's laws and changes in its business model. The results show that Uber is still growing rapidly in terms of users. It has very rapid adaptability in the face of regulatory issues and the challenges of the traditional commuter market. We believe it has a significant relationship in its business strategy and the development of modern communication equipment and software However, there are still many doubts that need to be considered at present and in the future.