說說：在外洽商服務平台

Abstract

根據Hootsuite和We are Social兩單位合作撰寫的Digital全球暨各國西元2020年度報告數據表示，台灣人在使用手機APP比例中前三大除了即時通訊95%、社群平台93%，最令人意外的是第三名不是影音串流相關、遊戲相關APP，卻是與地圖相關的APP使用率高達87%，顯示台灣人依賴地圖的程度相當高，不管是導航、路線規劃、以及尋找店家等。另外在2019年到2020年的區間中，Instagram在這一年間大幅增長5%達54%，另外大陸廠商開發的抖音(Tik Tok)空降台灣市場整體高達17%的使用率，表示社群相關的創新平台仍能快速抓緊大眾的眼光，還有很多可以著墨的地方，因此本論文抓住地圖及社群做為平臺價值中的兩大主軸應用，希望從中找到商業模式並快速切入目標市場。 使用雙邊平臺中的聚焦策略，選擇使用頻率高、需求度高的族群：經常到客戶所屬的場域拜訪為主的商務人士當作第一批的忠誠顧客，並對付費敏感度相對低的地圖上資訊供應商：實體商家來做平臺的補貼方。透過雙邊(顧客、商家)的田野調查，發現顧客端和客戶碰面的痛點是臨時更換會面的場地，期望可以快速找到最適切的店家滿足臨時性的需求，最常發生的意外如：到現場發現沒位置、環境人多吵雜、客戶改時間地點等，並透過訪談找到較具有實際活動數據的壽險從業人員為首要目標。而商家端期望在投放廣告時對實體店面有更精準評估成效的方式、甚至發現經營實體商家常常忽略的顧客關係維護(CRM)，期望建置長期忠誠的顧客關係，卻不知如何進行系統建置及成本預估。 因此本平臺功能規劃看中社群及地圖吸引台灣人眼球的潛力，影像貼文的直接性與網路社群的交流性兩者交會所延伸的潛在商機力道，並為解決現行社群行銷無法落實O2O服務之缺口，擬而規劃此平臺計畫。以商家地圖為基礎、踩點/滯留/優惠券/消費貼文/問卷等多元行銷服務為輔，並以互動賺獎勵金為誘因，讓顧客主動參與行銷活動，以將顧客引流至商家門口甚至進行實體消費，建構一線上行銷(Online)、區域推廣(Place)、線下(Offline)之虛實串流之新行銷服務生態。 提供顧客端APP以及商家端APP，讓顧客和商家都可以隨身並即時的媒合和互動，預約、結帳、評價、社群文章、顧客關係管理、廣告投放、來客分析、都可以用任一型號任一系統的手機在線上完成，良好的客戶體驗並找到忠誠的顧客幫商家做好顧客管理是我們所追求的理想目標。

According to the Digital Global and Countries 2020 annual report co-authored by Hootsuite and We are Social, the top three mobile app usage rates in Taiwan are 95% for instant messaging, 93% for social platforms, and most surprisingly, the third place is not for video streaming or gaming apps, but for map-related apps at 87%, indicating that Taiwanese people rely on maps to a high degree, whether for navigation, route planning, or finding stores. In addition, in the period from 2019 to 2020, Instagram has grown by 5% to 54% in this year, and the Tik Tok developed by a mainland manufacturer has reached 17% usage rate in the Taiwan market as a whole. Use the focus strategy in the bilateral platform to choose to use high frequency, high demand groups: business people who visit the customer's domain frequently as the first loyal customers, and map information providers who are relatively insensitive to fees: physical merchants to act as subsidizers of the platform. The most common accidents such as no location, noisy environment, change of time and location of customers, etc. are found on site, and life insurance practitioners with actual activity data are identified through interviews. The merchant side expects a more accurate way of evaluating the effectiveness of the physical storefront when advertising, and even finds that the CRM (Customer Relationship Maintenance) is often overlooked by physical merchants, expecting to build a long-term loyal customer relationship, but not knowing how to build the system and cost estimates. Therefore, the platform's functional plan focuses on the potential of the community and the map to attract the attention of Taiwanese people, and the potential business opportunities extended by the directness of video posting and the communicative nature of the online community, as well as to solve the gap of the current community marketing cannot implement O2O services. Based on the merchant map, we provide a variety of marketing services such as click/stay/coupon/post/questionnaire, and use the interactive incentive money as an incentive for customers to actively participate in marketing activities, so as to drive customers to the merchant's doorstep or even make physical purchases. We provide customer-side APP and merchant-side APP, so that customers and merchants can always and instantly match and interact, appointments, checkouts, reviews, social posts, customer relationship management, advertising, customer analysis, can all be done online with any model or system of mobile phone, good customer experience and find loyal customers to help merchants do a good job of customer management is our ideal goal.