分享經濟與其平台商業模式之個案研究

Abstract

分享經濟為2008金融危機後，大眾為節省開支而新興的交易型態。藉由出售閒置資源，供給方可賺取額外收入，而有需求的消費者，則可藉此低價取得產品。經濟誘因外，以使用權為主要交易標的物之特性，也使得消費者有更多個人化選擇。因此，本研究擬針對分享經濟內涵，以及現行成功的分享經濟商業模式，進行多重個案比較研究，從而歸納有助於分享經濟商業模式發展的關鍵因素。 準此目的，本研究首先針對分享經濟內涵，提出一個以交易標的與交易模式為兩軸的類別定義，以區別其與正規市場、拍賣市場、出租市場的差異；其次，再選擇三個分享經濟個案，解析其平台化商業模式的異同元素與作法，從而歸結若干影響平台模式發展的建議。 本研究發現分享經濟商業模式間，存在以經濟報酬為主要價值主張之共通性。但因媒合服務即時性高低，發展出不同關鍵流程設計。同時，平台網絡效應高低，將受服務本質差異之影響。再者，本研究建議分享經濟商業模式，應遵循平台發展原則，亦即增加供給與推動需求，以促進跨邊網絡效應。而藉由聚焦降低使用者進入障礙，與提升用戶黏著度之流程設計，將可有效達成上述原則。最後，本研究歸結影響分享經濟發展的環境因素，其中以分享經濟與租借經濟分野、法規限制與衝突，以及文化適切性，為分享經濟能否持續發展之三大關鍵要素。

The sharing economy serves as an alternative to consume economically after the financial crisis in 2008. Sellers and buyers are two types of participants in the sharing economy. While sellers can earn extra income by selling personal idle capacity, buyers will benefit from a cheaper way to consume products or services, as well as more personal choices due to the sharing economy’s feature to consume access instead of ownership. Therefore, we would like to discover the key successful factors of the sharing economy business through extracting the logic and understanding the business model based on case study on three different companies and models characterized by the sharing economy. This thesis encompasses two major parts. We first postulate a conceptual framework that is able to distinguishes the differences among sharing economy, regular market, rental market and auction market. This framework is defined by transaction objective and transaction model. The second part tries to conclude key successful factors of the sharing economy business by analyzing the collective and diverse principles undertaken by these three cases. We found that the common logic of the sharing economy is its value proposition of economic gain. In contrast, differences lie in the distinct designs of the key process according to various levels of immediateness in the services. In addition, the network effect will be influenced by the essence of the services. Next, we suggest that the successful factors of building the sharing economy business is to grow supply and promote consumption by focusing on eliminating the barrier and boost the usage of the business platform with effective mechanism design. Finally, we further discussed three external factors: the boundary between the sharing economy and the leasing market, legal issues and the cultural differences, that are critical for the development of the sharing economy in the future.