機車快遞營運模式與服務創新之研究

Abstract

機車快遞服務(Motorcycle Dispatch Service)在文件、包裹或少量貨物的運送上，具有機動性、時效性與方便性等優勢，特別適合服務於都會區的戶對戶(door to door)、宅配或短程派遣任務。由於一般運送任務多是以時間為優先考量條件，機車快遞員(Dispatch Riders)的敘薪方式通常會被要求採論件計酬，迫使他們在執行任務的過程中必須面臨各種交通環境、途程狀況等危險性與不確定性挑戰，因此常有付出與收入常不相匹配情形。 計程車也是都會區常見而方便的交通工具，近年來由於科技的發達，叫車方式已從傳統的臨街攔停逐漸改以電話、上網或手機APP的方式向衛星派遣車隊定點預約，因此提昇了服務品質也改善了司機沿街空跑的浪費而增加營業收入。機車快遞與計程車服務的標的雖有不同，其營運模式卻有許多可參考的架構；像是衛星定位追蹤、供需媒合、車輛派遣、客戶服務等技術術與系統方法幾乎相同。有鑑於此，本研究提出了「機車快遞雲端派遣服務平台」的營運模式與創新服務，探討如何運用智慧裝置、雲端定位科技與類似於計程車衛星車隊派遣服務等創新要素，並引用了第四方物流(The fourth party logistics, 4PL)概念在供應鏈所扮演資通訊整合者與智慧財產提供者的角色，以創新的營運模式平台來改變機車快遞傳統服務型態。其目的在藉由透明而即時的交易流程資訊營造更好的市場供需環境、增強服務品質、提供客戶更多自由選擇滿意度，並降低任務的危險性與不確定性以提升配送效率、增加快遞人員收入。 本研究利用了列舉機車快遞、計程車衛星車隊與APP叫車雲端媒合平台三種行業中的成功企業典範個案，找出其成功要素並融合為創新的營運模式，探討創新服務的可行性與商機，並提出參考系統架構、使用者介面與營運模式情境說明。

The Motorcycle Dispatch Service in the metropolitan area is specialized for the door-to-door speedy delivery of documents or small volume of goods, with its advantages of flexibility, timeliness and convenience. As time is the top priority considered for the dispatch, the riders are naturally paid at per-piece basis and they’re forced to face the challenges with dangers and uncertainties among various traffic and route situations, thus often causing the work and the income unmatched. Taxi is also a common and convenient vehicle used in a metropolitan area. Owing to the technologies of GPS tracking and auto dispatching system, the Taxi Fleets operate more efficiently than the drivers going around the streets. Although Taxi drivers and Motorcycle curriers serve different subjects, their business model and service innovation are quit alike, such as jobs dispatching, locations finding, call centers, APPs…etc. Therefore, this study proposes “Motorcycle Dispatching Service Cloud Platform” and discusses its innovative business models and service approaches. It also adopts some concepts from The Fourth Party Logistics (4PLR) about the roles of an information, communication and technology (ICT) integrator and the intellectual provider. The study aims to improve the customer’s satisfactions and the dispatch rider’s income by providing instant information and better market environment. The innovative business models and new business opportunities are discussed according to some paradigm cases from the industries involving motorcycle dispatch service, taxi fleet and the cloud dispatching APPs.