交友軟體聊天機器人之商業創新模式

Abstract

現代人交友的情境與媒介，逐漸由線下的相親轉至線上交友，再從交友網站轉至手機移動端。除了有更精細的配對條件與依據地利位置搜尋，交友軟體也競相提出不同的服務以滿足用戶的需求，藉此創造更多的價值與營收。 交友軟體產業每年約有3~5%的成長，不過因為交友軟體眾多、差異化少，也讓此產業擁有非常激烈的競爭環境。是否能善用新科技進行創新，提高進入門檻與產品的差異化，提高用戶數與用戶的忠誠度成為了產業核心的競爭關鍵。 本文經過文獻整理與產業分析後，整理出目前運營交友軟體常碰到的問題與瓶頸，包括用戶在搜尋、認識、互動、忠誠度等相關問題，接著拆解出傳統交友軟體的系統運作模式。同時，以近年討論度最高的創新科技如大數據、人工智慧等，可以如何結合聊天機器人應用，創造出不同於傳統交友軟體的運作模式，將其從線性「月老式」的交友媒合平台，增強為「媒婆式」主動積極的交友催化劑，增加更多與用戶的接觸點，每一個接觸點都能創造機會，讓交友軟體提供更多的延伸服務、增加使用者的黏著，進而發展新的獲利模式與品牌差異。 最後，本研究以價值創造循環（Value Creation Cycle），重新拆解系統架構，找出交友軟體機器人的價值附加。從技術創新、與品牌商的聯盟、從線上延伸至線下通路，到實現提供人人都能輕鬆、有趣的交友為願景，搭上互聯網與智慧型裝置普及與大數據分析、人工智慧、聊天機器人技術快速發展之趨勢，形成一個完整且具有持續性的價值創新循環。

Nowadays, people change their behavior on dating from offline to online, and then from the dating site to the mobile device. In addition to the more detailed matching conditions and location-based search, the dating software also competes for different services to meet the needs of users, thereby creating more value and revenue. Dating software industry grows about 3% to 5% each year. However, due to the large number of suppliers and less differentiation, this industry also has a very fierce competitive environment. Whether it can make good use of new technologies to innovate, improve the barriers to entry and product differentiation, and increase the number of users and the loyalty of users have become the core competitiveness of the industry. After the literature collation and industry analysis, this paper sorts out the problems and bottlenecks encountered in the current operation of dating software, including users in the search, awareness, interaction, loyalty and other related issues, and then dismantle the traditional dating software system operating mode. At the same time, with the most discussed innovative technologies such as big data, artificial intelligence, etc., how can we combine chat bot applications to create an operating model that is different from traditional dating software, and become a more active and positive one to create more contact points with users. Each contact point can create opportunities for the dating software to provide more extended services, increase the user's adhesion, and develop new profit model and brand difference. Finally, this study uses the Value Creation Cycle to re-disassemble the system architecture and find out the value-added bonus of the dating software robot. From technology innovation, alliances with brand owners, online extensions to offline access, and the realization of providing easy and fun friendships for everyone as a vision, catching the popularity of the Internet and smart devices and big data analysis, artificial intelligence, and the rapid development trend of robotics to form a complete and continuous value innovation cycle.