航運物流業的創新運營模式—以C新創公司為例

Abstract

近年來，伴隨著網路平臺、人工智慧的蓬勃發展，許多新型商業模式如雨後春筍般冒出，並從各個面向衝擊著傳統產業。例如：Fintech 動著傳統銀行邁向 Open Banking 的時代、線上線下的整合了造就了新零售；而這些跡象更加說明傳統產業不論在製造層面、管理層面都將逐漸依賴前沿科技，以達到快速增加產能、拓展市場並降低成本的效果，而這股應用科技的風潮也吹進了中國大陸的航運物流業。 此篇論文主要是藉由個案分析的方式，來說明 C 新創公司如何透過輕量的資產、成熟的圖像識別技術以及平臺經濟策略切入傳統國際航運物流市場並與全球最大的航運物流公司 Maersk-Logistics合作，完成三角集運運輸模式，快速改變物流管理規則，提升物流市場動能。為有結構性之整理、分析此商業模式，論文在第1章概述現今國際物流市場的組成和各產業間之基本運作流程並瞭解現今國際物流業所面臨之痛點，而在第2、3章中回顧一些經典的創新商業模式分析理論與說明研究方式。第4章開始會由個案描述的角度，宏觀描述三角集運模式對整體航運物流產業鏈的影響並進一步從 C 新創公司的產品策略佈局來詳細剖析此商業模式對於現今產業變革的衝擊與演化流程。最後第5、6章，個案分析與總結，則由 C 新創公司所提出的三角集運解決方案之技術分析出發，客觀分析其產品服務之技術門檻、成本高低以瞭解公司內部資源該如何有效分配。而後，再進一步運用 SWOT、五力分析、商業地圖九宮格等商業模式分析工具，來分析此商業模式在不同發展階段之運營模式差異與產品佈局策略之可行性並得出總結與建議。

In recent years, with the vigorous development of internet platforms and artificial intelligence, many new business models have sprung up and impacted traditional industries from all aspects. For example, Fintech is pushing traditional banks into the era of Open Banking, and the integration of online and offline has created new retail. These signs show that traditional industries will gradually rely on advanced technology in the aspects of both manufacturing and management, thereby achieve the rapid growth of production, the expansion of the market, and the reduction of costs. Such trend of technological application has also blown into China's shipping and logistics industry. This paper mainly uses the case analysis to illustrate how C start-up company enters the traditional international shipping logistics market through lightweight assets, mature image recognition technology, and platform economic strategies. The company also has a cooperation with Maersk-Logistics, the world’s largest shipping logistics company, thereby completes the triangular transportation mode, quickly changes the logistics management rules, and enhances the momentum of the logistics market. In order to structurally analyze this business model, in Chapter 1, we will briefly introduce the composition of the current international logistics market and the basic operating procedures among various industries, and understand the weak points faced by the international logistics industry. Chapter 2 and 3 review some classic innovative business model analysis theories and explain the research methods. In Chapter 4, we macroscopically describe the impact of the triangular shipping model on the overall shipping logistics industry chain. We further analyze the impact of this business model on the current industrial transformation and the evolution process, which is based on the product strategy layout of C start-up company. Finally in chapters 5 and 6, where the case analysis and summary are discussed, we first introduce the technical analysis of the triangular consolidation solution product proposed by C start-up company, then objectively analyze the technical threshold and cost of its goods and services. This helps us understand how the company's internal resources can be effectively distributed. We further adopt the business model analysis tools such as SWOT, Five Forces Analysis, and Business Model Canvas to analyze the feasibility of the business models and design the product layout strategy at different stage.