台灣機車租賃產業創新商業模式探討－以途你為例

Abstract

台灣機車租賃市場面臨數位化與共享經濟挑戰，傳統日租業者普遍有資訊不對稱、流程繁瑣等痛點，並受新興共享平台競爭。本研究以個案分析法，剖析整合平台「tournii途你」如何應對挑戰並建立競爭優勢。 本研究運用價值主張圖、商業模式九宮格、波特五力分析及SWOT分析等理論框架，對途你的商業模式進行系統性剖析，發現途你採輕資產平台模式，扮演「數位整合者」，整合全台分散的傳統車行。其模式為消費者解決價格不透明、預訂不便等問題，提供可靠服務；並為合作車行導入線上旅遊平台(OTA)客源與數位管理工具，協助轉型創收。 途你透過建立廣泛供應商網絡、深化OTA夥伴關係，並以自有系統創造高轉換成本，構築市場進入障礙，途你創新的線上預訂與線下(O2O)自動化流程有效串連服務、提升產業效率。雖面臨共享機車威脅，仍藉由專注觀光日租市場，強化平台網絡效應，開創市場利基。 本研究結論指出，途你的平台模式為傳統中小型租賃業者的數位轉型提供可行策略，其成果可為產業的未來發展提供學術與實務參考。

Taiwan’s motorcycle-rental market is under pressure from digitalization and the sharing economy, exposing traditional day rental vendors to information asymmetry, cumbersome workflows, and new scooter sharing competitors. Through case study of tournii, this thesis analyzes how an asset-light platform can create advantage in such an environment. Employing the Value Proposition Canvas, Business Model Canvas, Porter’s Five Forces, and SWOT analysis, the study shows that tournii acts as a digital integrator, aggregating fragmented rental shops, routing Online Travel Agency (OTA) demand to them, and providing management tools that bringing new revenue. A wide supplier network, deep OTA alliances, and proprietary systems raise switching costs and entry barriers, while an online-to-offline (O2O) process streamlines booking and pickup. By focusing on tourist day rentals, tournii mitigates threats from scooter sharing services and enhancing platform network effects. The findings illustrate a practical blueprint for the digital transformation of small and medium-sized rental operators.