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標題: | 共享經濟在地化策略調適-以Uber為例 The localization strategy of sharing economy- Case study of Uber |
作者: | Chia-Wen Tsai 蔡嘉玟 |
指導教授: | 連勇智 |
關鍵字: | Uber,在地化策略調適,共享經濟挑戰, Uber,The adjustment of localization,The challenges of sharing economy, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 網路通訊技術的進化,以及網路使用經驗的累積是共享經濟興起的重要原因 (Belk, 2014)。在網路環境中,由於資訊、知識、音樂、照片,以及影片等數位化的無實體資源的分享活動已經非常普遍 (Andersen et al., 2004),且互惠原則已經形成網路分享行為的一種群體規範,使得傳統的共享經濟定義已經改變。共享經濟的推動者Botsman (2010) 在其著作《What’s mine is yours-The Rise of Collaborative Consumption》中表示,傳統時代中的各種社交、合作、集體、 交往等分享行為,正在經歷一場變革,以一種全新、更有價值的社會合作群體形式呈現,而這股新的浪潮即稱為共享經濟。
近年來許多企業搭乘著這股共享經濟熱潮紛紛興起,在各國積極發展中,隨著共享經濟的規模與版圖逐漸地擴張,各國在發展新興商業模式時,因為文化、制度、消費者心態不同而有所差異,而也讓企業在跨國營運時,遇到不同的挑戰。本文以共享經濟領域中提供載客服務起家的Uber為例,Uber目前營運跨足了超過600個城市,足跡遍佈全世界各大國,市值超過100億美元,在國際化的發展過程中,Uber遇到了許多挑戰。本研究將注重在Uber為了進入各國市場,如何調整策略並執行在地化策略的調適,以滿足當地市場需求,並透過各國策略的比較,分析其策略執行的成敗並給予建議。 The evolution of Internet technology and the accumulation of user experience in Internet are important reasons for the rise of sharing economy (Belk, 2014). It is common that in the online environment, the sharing of digital resources, non-physical resources, such as information, knowledge, music, photos, and movies as well as the principle of reciprocity has formed a group of network sharing behavior norms, making the traditional sharing economy’s definition change. (Andersen et al., 2004). Botsman (2010), a promotor of the sharing economy, said in his book, 'What's mine is yours-The Rise of Collaborative Consumption,' the sharing of social, cooperative, collective, and other interactions in the traditional era is undergoing a transformation. There are more valuable forms of social cooperation groups, and this new trend is known as the sharing economy. In recent years, many enterprises have kept up with this trend, and dedicating to developing in many countries. With the expansion of sharing economy in this world, each country has different culture, law, customer attitude that lead to making challenges for international business. This thesis is focus on Uber, which provide the taxi service. Uber is currently running in more than 600 cities , the market value of Uber is more than 10 billion US dollars. During the process of international development, Uber has encountered many challenges. This study will focus on the strategy that Uber try to adjust in order to fit in the local market, and the strategy to meet the local market demand and customer needs. After the analysis of strategies, this thesis will compare the strategy in different country and provide Uber some comment and suggestion. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20082 |
DOI: | 10.6342/NTU201800880 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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