新型態旅遊服務商業模式探討

Abstract

網際網路、行動裝置、雲端技術建構出現代生活，在智慧型手機面世後短短幾年內改變了人們日常生活，更全面擴及了社會、經濟、教育等各個社會層面。廠商也將注意力從電腦網頁為主的電子商務轉移到以行動裝置、APP、 自適應網頁設計(RWD, Responsive Web Design)的行動電商。更進一步出現UBER, Airbnb, Zipcar等以共享經濟為核心的O2O(Online to Offline)服務商業模式。 本研究結合O2O服務商業模式、共享經濟概念、價值創新循環來完善研究者自行發想的創業題目，其名為RUDOLF。主要透過研究相關廠商現況、定義價值主張、發展系統營運架構、檢視供給需求雙邊市場特性與現況來建構RUDOLF的價值創新循環，期許能建構出可行的商業模式。 本研究的結論提出針對此商業模式的未來發展原則，期許透過此研究理論基礎並結合實際執行層面，讓RUDOLF從新創公司成長為一間提供旅遊相關服務的網路公司，為台灣觀光市場提供更安全、便利的新型態旅遊服務。

Internets, mobile devices and cloud computing technique define our modern lives now. Shortly after smart phones being presented, they not only change people’s daily lives but also affect every social aspect including economics, educations and so on. Manufacturers move their attention in e-commerce from computer websites to mobile e-commerce, which is characterized by mobile devices, apps and responsive web design(RWD). Furthermore, new O2O(Online to Offline) service business model like UBER, Airbnb, and Zipcar, using share economy as the core value showed up recently. This research combines the concept of O2O service business model, share economy, and value creation cycle to construct the researcher’s founding plan named RUDOLF. Mainly through analyzing present situation of related firms, defining value proposition, developing operation structure, and inspecting both supply side and demand side of the market to construct the new value creation cycle of RUDOLF, hoping to bring out feasible business model. The conclusion of this research is to raise the principal of future developing of this business model, hoping to make RUDOLF growing from a start-up company to a mature Internet company that offers traveling-related service through combing basic research theory and realistic operation, bring a safer and more convenient model of traveling service for Taiwan’s sightseeing market.