台灣餐飲外送平台之價值─平台觀點-以台灣foodomo美食外送平台為例

Abstract

本研究聚焦於台灣餐飲外送平台之價值，特別以本土業者foodomo為個案，探討其在外送市場中如何運用平台經濟與差異化策略創造多方價值。 首先，論文從產業角度梳理外送市場的發展脈絡，包括國際平台（如 Uber Eats、foodpanda）與本土新創平台之競爭態勢，以及疫情對市場需求與供應模式所造成的影響。接著，基於多邊市場理論與網路效應，分析餐飲外送平台在連結餐飲業者、消費者與外送員三方時，如何透過技術創新與行銷策略實現規模經濟與快速成長。個案部分聚焦foodomo與統一集團的深度合作，說明其採用外部物流模式以有效降低成本，並持續優化平台功能（如AI導入與多元支付），在高度同質化競爭中展現獨特的經營模式。 研究結果指出，foodomo凸顯「小平台生存之道」的重要性：藉由在地化策略、創新服務與企業資源整合，得以持續擴張市場版圖，同時提升消費者、餐飲業者與外送員的三方利益。結論與建議部分，本文強調外送平台欲在成長趨緩的後疫情時代保持競爭優勢，除需高度重視技術升級與會員經營，更應善用多方協同與差異化優勢，強化品牌定位與客戶黏著度。 本研究貢獻在於深化對台灣餐飲外送平台之價值創造機制的理解，並為本土平台在國際巨頭夾縫中如何突圍，提供具體實務意涵與參考。

This study focuses on the value of Taiwan’s food delivery platforms, using the local operator “foodomo” as a case to explore how platform economics and differentiation strategies generate multi-sided value in the delivery market. First, the paper outlines the industry landscape, including the competition among international platforms (such as Uber Eats and foodpanda) and local startups, as well as the impact of the pandemic on market demand and supply models. Based on multi-sided market theory and network effects, the study analyzes how food delivery platforms link restaurants, consumers, and couriers through technological innovation and marketing tactics to achieve economies of scale and rapid growth. The case section highlights foodomo’s deep collaboration with the Uni-President Group, illustrating how the adoption of external logistics effectively reduces costs while constantly optimizing platform functions (e.g., AI integration and diverse payment options), thus showcasing a unique operating model in an intensely homogenized market. The findings emphasize the importance of a “small platform survival approach,” whereby foodomo leverages localization, service innovation, and corporate resource integration to expand its market presence and enhance the interests of consumers, restaurants, and couriers alike. In conclusion, the paper suggests that to remain competitive in the post-pandemic era, delivery platforms must not only prioritize technology upgrades and membership management, but also utilize multi-party synergies and differentiation advantages to strengthen brand positioning and customer loyalty. This research contributes to a deeper understanding of the value creation mechanisms of Taiwan’s food delivery platforms and provides practical insights on how local platforms can carve out a niche among global giants.