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研究生:崔紹成
研究生(外文):Tsui, Shao-Cheng
論文名稱:位基服務商業模式研究---海量資料價值創造
論文名稱(外文):A study of creating value from big data on location-based services
指導教授:尚孝純尚孝純引用關係
指導教授(外文):Shang, Shari S.C.
口試委員:詹文男陳明德
口試委員(外文):Tsan, VictorChen, Minder
學位類別:碩士
校院名稱:國立政治大學
系所名稱:經營管理碩士學程(EMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:102
語文別:英文
論文頁數:48
中文關鍵詞:位基服務海量資料商業模式
外文關鍵詞:Location-based serviceBig dataBusiness model
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近年來, 智慧型手機使用率的快速成長, 以及App程式的開發, 使得手機的功能越來越多元. 其中GPS (Global Position System)功能最廣為被應用, 並且在手機的平台上開發位置基礎服務(Location-Based Service)的技術.
LBS(Location-Based Service)會產生非常大量的數據, 通常LBS所產生的資料是即時性的、大量的、非結構性的, 例如記錄一些移動的軌跡, 包含時間序位的路徑, 地理位置的資料.
企業管理者開始研究如何利用這些LBS產生的大量資料, 本研究試圖去了解下列3項問題. 1)被收集到的資料有甚麼樣的特徵? 2)這些大量的資料如何被分析. 3) 企業如何去應用這些資料, 以及如何使用這些研究的結論.
為了去研究經營管理LBS產生的海量資料(Big data), 本研究收集8個不同的個案作分析, 研究這些LBS海量資料的特徵、資料收集和分析方法. 並檢視其研究結果在經營管理上的執行和績效.
從最後的研究結論可以發現, 對應到商業模式的四個大區塊來分析, 以 ”客戶端” (Customers)的效益提升最為顯著. “基礎設施”(Infrastructure)的部分次之.
In recent years, there is a growing trend in the use of smartphone, and the applications developed on smartphone have become increasingly diversified. GPS (Global Position System) is one of the widely adopted techniques in developing Location-Based Service (LBS) on the mobile platform.
A very large number of data has been generated off those LBS. The LBS data sets are usually generated in real time, in large volumes and in unstructured forms. Such as the moving track record, timeline routing path, and geographic data.
It has become critical for businesses to learn how to leverage these massive data from LBS. This study strives to understand: 1) what kind of LBS data features can be collected? 2) How can the big volume of LBS data be analyzed? 3) How do firms interpret the data and make use of findings?
In order to understand the management of LBS big data, this study collected 8 different type of LBS cases to understand the features, collection and analysis methods of the big data on LBS and examine the management efforts and benefits of the use of big data results from LBS.
Conclusions of this study can be mapped in the four blocks of business model, and it seems that “Customer” can experience significant value from the LBS big data and whole business “Infrastructure” can also receive big improvement in the back of office process.
ACKNOWLEDGEMENT II
中文摘要 III
ABSTRACT IV
CONTENT V
LIST OF TABLE VII
LIST OF FIGURES VIII
CHAPTER 1 INTRODUCTION 1
1.1 GENERAL BACKGROUND INFORMATION 1
1.2 MOTIVATION 3
1.3 RESEARCH OBJECTIVE 4
1.4 RESEARCH PROCESS 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 GENERAL ASPECTS OF LOCATION-BASED SERVICES 6
2.2 BIG DATA GENERATED FROM LOCATION BASED SERVICES 7
2.2.1 Special features of data collected from LBS 7
2.2.2 Technology involved in managing big data from LBS 9
2.2.3 Management effort involved in exploiting big data from LBS 11
2.3 BUSINESS MODEL 13
CHAPTER 3 RESEARCH METHOD 15
3.1 CONTENT ANALYSIS 15
3.2 DATA COLLECTION 16
3.3 DATA ANALYSIS 17
CHAPTER 4 LOCATION BASE SERVICE APPLICATION IN MARKETPLACE 18
4.1 TAXI FLEET LOCATION AND DISPATCH SYSTEM 18
4.2 REAL-TIME TRAFFIC INFORMATION SERVICE 19
4.3 CHINESE NEW YEAR MASS MIGRATION WITH BAIDU HEAT MAP 21
4.4 SMART LOGISTIC NETWORK 24
4.5 CAR POOL NETWORK SYSTEM 27
4.6 VEHICLE MONITORING AND TRACKING SYSTEM 28
4.7 PUBLIC BICYCLE SHARING SYSTEM 30
4.8 NAVIGATION SERVICES 31
CHAPTER 5 RESULT AND DISCUSSION 34
5.1 CROSS ANALYSIS OF LBS IN DIFFERENT DATA FEATURES 34
5.2 RELATED TECHNOLOGIES WITH DATA MINING 35
5.3 EFFORTS IN BIG DATA MANAGEMENT 37
5.4 DEVELOP VALUE FROM BIG DATA 38
CHAPTER 6 CONCLUSION 40
6.1 SUMMARY 40
6.2 CONTRIBUTION AND MANAGEMENT IMPLICATION 40
6.3 LIMITATION AND FUTURE RESEARCH 41
REFERENCE 43
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