運用區塊鏈技術於點數交換平台

Abstract

在國內消費市場中，會員積點活動是常見的行銷工具之一，從航空公司、銀行到超商，甚至是網路商城，生活中有各式各樣消費集點活動，企業給予消費顧客紅利點數，用來獎勵老顧客回購，培養忠誠顧客。但也因此出現複雜的集點制度和兌換選項，會員集點活動多為單一企業發行點數，並限制在該企業之營運據點使用，各業者均有自己的兌換機制，且合作企業之間的點數交換流程也十分繁雜，使得消費者持有的點數種類繁多，卻不見得可以累積至兌換門檻，對於企業維持消費者忠誠度沒有明顯效果。 本研究建立一個以區塊鏈技術為基礎的點數兌換平台，利用區塊鏈去中心化、可永久記錄且不易竄改等特性，消除現有點數兌換模式的限制，藉此擴大點數兌換的生態圈，透過區塊鏈技術改變企業現有會員點數的經營模式，進而達成企業轉型並創造利益。

In the domestic consumer market, loyalty program is one of the most popular marketing strategies. From airlines, banks, convenience stores to online shopping malls, points collection systems are almost everywhere in our daily lives. Companies give away bonus points to reward repeat customers and foster customer loyalty. However, the diversity of the points also leads to the complexity of the exchange platforms. Most of the time, the points can only be used in the franchise stores of the points issued company. Even though there are some opportunities for points exchange between partner companies, the process can still be complicated. Under the circumstances, customers might hold various kinds of points from companies. The total amount of the points could be big, but none of them can reach the gift exchange threshold while breaking down to each kind. End up not making any obvious effect on the maintenance of consumer loyalty. This study establishes a points exchange platform based on blockchain technology. Taking the blockchain’s advantages of decentralized, permanently recordable, and hard to tamper with, it would be possible to eliminate the restrictions on the existing points exchange system and thereby expanding the availability of points exchange. Using blockchain technology to change the business model of the companies’ existing loyalty program, then achieve the goal of enterprise transformation to create benefits.