台灣之美食外送平台價值主張與價值適配研究-以Uber Eats為例

Abstract

近年來，台灣的美食外送產業蓬勃發展，自從2012年Foodpanda 進入台灣開始，國外業者紛紛來台插旗，而也促成許多本土業者加入市場。得利於國人對於外食的需求不斷地上升，再加上平台經濟、宅經濟的興起，美食外送產業順勢成長，目前僅佔整體外食市場的5%左右，極具發展空間。 本研究以Uber Eats為主要研究對象。Uber Eats為美食外送平台產業極具競爭力的黑馬，於2015年成立於美國之後，短短3年內就拿下24%的市佔率，強勢的競爭將原本的龍頭Grubhub的52%市佔率逼退到29%，可說是短時間內就與龍頭平起平坐。而在台灣Uber Eats 亦拿下Cheers 雜誌「2019 品牌數位好感度」調查報告「美食外送類」之第一名，是美食外送平台產業極具代表性的企業。 以Alex Osterwalder的《價值主張年代》中提出的價值主張法作為研究主架構，本研究的目的，在於探討以Uber Eats為代表的美食外送平台的價值主張，是否與消費者的顧客素描達到適配，換句話說，外送平台提供的價值，是消費者所認可、所需要的。本研究採取個案研究法，並且使用多重的資料來源，包括使用次級資料來刻畫Uber Eats公司的價值主張圖，以及透過半結構式訪談、參與觀察來刻畫顧客素描。 最後，得出的結論為，Uber Eats身為美食外送平台，提供了多樣的餐廳選擇、順暢的點餐、支付流程以及快速的送餐服務，的確與消費者的素描有所適配。然而，外送平台主打的方便性受到巨大的挑戰，除了需要額外付出外送費用之外，還要面對台灣廣大稠密的便利商店的競爭，因此，Uber Eats之價值主張與顧客素描未適配成功之處，如心理、社交的需求，則成為如Uber Eats等外送平台是否能夠在本業及替代品的巨大競爭下突破的關鍵因素。 本研究最後也將價值適配的結論作延伸，提出改善方法。例如完善會員制度，促使用戶更有忠誠度，以及提供場景營造、社群功能等未來發展建議給Uber Eats及同類型美食外送平台企業參考適用。

In recent years, online food delivery industry has been flourishing in Taiwan. Started from Foodpanda entering into Taiwan in 2012, multinational food delivery companies took up most of the market shares of Taiwan’s food delivery which triggers plenty of local companies join the competition. With the continuously rising of local demands for food delivery and of platform economy, online food delivery industry grows correspondingly. However, it still has lots of potential to growth. This thesis aimed to study Uber Eats, which is a very competitive player in online food delivery industry, captured a significant 24% market share in US merely after 3 years it established in 2015. Likewise, Uber Eats is very popular in Taiwan; it won the first place of the favorability ranking conducted by《Cheers》in 2019. Generally speaking, Uber Eats is a sufficient representative of this industry. The purpose of the thesis, by using “value proposition method” (Osterwalder,2014), is to explore whether the value propositions of online food delivery company (which represented by Uber Eats), are fit with customer’s profile. In other words, the value created by online food delivery company, will be recognized by customers or not. Eventually, we found that as a player in online food delivery industry, Uber Eats truly provided a variety of restaurant choices, ordering process which works smoothly and efficiently, delivery services which works promptly. These value propositions of Uber Eats are fit with customer’s profile indeed. However, these value propositions featuring “convenience” are also facing intense challenges. That is to say, they inevitably encountered the fierce competition of numerous substitutions, convenient stores for instance. Besides, the convenience Uber Eats provided requires additional expenses, namely the price premium or delivery fee, which may discourage some customers. Therefore, the unfitting with customer profiles, emotional and social needs for example, become an opportunity of breakthrough for online food delivery companies to stand out of this great competition. In the end, we also extend the conclusion to the ways of future improvement. For example, how to enhance the membership system to boost user loyalty and how to create optimal scenarios and social networking functions for users are all included as suggestions for such online food delivery companies.