臺灣博碩士論文加值系統

「平台」正在顛覆傳統產業，由於平台經濟的重要性越趨明顯，使得平台經濟的內涵逐漸被重視，然而目前學者對於平台商業模式的內涵探討不多。而了解平台商業模式要從平台企業與管道企業的根本不同開始，企業的重心已從組織”內部”移至組織”外部”，也就是說相對於管道企業，平台企業從原本的單邊市場變為雙邊(多邊)市場，因此”開放邊界”的概念更加重要。因此本研究透過文獻探討，研究平台商業模式的邊界的內容為何？如何定位邊界？並且如何選擇邊界？以及平台商業模式該如何使邊界互動？如何進一步轉動？
本研究以平台的類型將住宿平台業劃分成三種個案(Airbnb、AsiaYo、Xbed)，並輔以本研究訂定的開放邊界的架構，進行多重個案整體性探討。
根據對開放邊界的討論結果發現，「平台」企業經過「定位」重視的生態系統價值而訂定了方向，接著進行邊界的「選擇」以維持所訂定的方向，再使所選擇的邊界「互動」，並一次一次的互動續而發揮網絡效應，讓邊界互動繼續「轉動」，以能達成最大綜效。並且需先進行定位，而後所有行動都要互相”契合”。

The traditional industries have been disruptions by platform. As the importance of the platform economy becomes more and more obvious, the connotation of the platform economy is gradually being valued. However, scholars have not discussed much of the connotation of the platform business model. Therefore, this research explores the structure of the open boundary of the platform business model through the literature, namely, the positioning and selection of the boundary, and the opening (between the boundaries) and the rotation.
This research divides the accommodation platform industry into three cases (Airbnb, AsiaYo, Xbed) based on the type of platform, and supplements the structure of the open boundary set by this research to conduct a Multiple Case Research.
Based on the exploration of the open boundary, it was found that the platform enterprises set the direction through the ecosystem value that the positioning attached to, and then proceeded to choice the boundary to maintain the set direction and then make the choice boundary interaction, continue to take the network effect, let the boundary interaction continue to rotation , in order to achieve maximum synergy. And you need to position first, then all actions must be fit to each other.

摘要 I
Extended Abstract II
目錄 VI
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 9
第三節 研究內容與流程 10
第二章 文獻探討 11
第一節 商業模式 11
壹、商業模式的定義與發展 11
貳、商業模式的內涵與類型 15
參、「管道」企業的商業模式 20
第二節 平台 21
壹、平台的定義與發展 21
貳、平台的內涵與類型 29
參、從「管道」到「平台」 35
第三節 平台商業模式 40
壹、平台商業模式的定義與發展 40
貳、平台商業模式的內涵與類型 47
參、邁入開放邊界 62
第四節 平台商業模式的開放邊界 65
壹、開放邊界的意義與內涵 65
貳、邊界：定位與選擇 69
參、開放：互動與轉動 77
肆、開放邊界之架構訂定 84
第三章 研究方法 86
第一節 研究方法之選擇 86
壹、質性研究方法 86
貳、個案研究法 87
第二節 研究設計 89
壹、個案選擇 89
貳、研究對象 89
參、資料收集 90
第三節 資料分析 92
第四章 研究分析與討論 93
第一節 Airbnb之開放邊界 93
壹、基本介紹 93
貳、邊界：定位與選擇 93
參、開放：互動與轉動 97
肆、小結 100
第二節 AsiaYo之開放邊界 102
壹、基本介紹 102
貳、邊界：定位與選擇 102
參、開放：互動與轉動 106
肆、小結 108
第三節 Xbed之開放邊界 109
壹、基本介紹 109
貳、邊界：定位與選擇 110
參、開放：互動與轉動 112
肆、小結 115
第四節 討論 117
壹、Airbnb、AsiaYo、Xbed之邊界：定位與選擇 117
貳、Airbnb、AsiaYo、Xbed之開放：互動與轉動 119
第五章 結論與建議 124
第一節 研究結論 124
壹、「定位」、「選擇」、「互動」、「轉動」 124
貳、”契合”的重要性 124
參、如果是多邊平台，那麼所有的重要的”邊”在一開始就要定位 125
第二節 研究貢獻 126
壹、學術貢獻 126
貳、實務貢獻 128
第三節 研究限制 130
第四節 未來研究方向 131
參考文獻 132

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