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題名:數位匯流環境下之服務創新與新商業模式
作者:賴燿村
作者(外文):LAI, YUEH-THUN
校院名稱:亞洲大學
系所名稱:經營管理學系
指導教授:邱文宏
紀慧如
學位類別:博士
出版日期:2020
主題關鍵詞:數位匯流服務創新商業模式平台AirbnbGrabDigital ConvergenceService InnovationBusiness ModelPlatformAirbnbGrab
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數位匯流影響產業變動及經營整合,甚至影響跨國企業的重組與兼併,形成新一波數位經濟典範轉移革命。然而,過去相關研究主要在於探討數位匯流政策、監管與協定標準、網路社群發展與管理、硬體設施與系統軟體建置規劃與技術、數位內容與匯流營運等,少有探討其服務創新模式與新商業模式建構等議題。故研究目的為探討數位匯流之服務創新與新商業模式之策略意涵,並進行不同個案屬性之比較分析,以及提出數位匯流產業創新發展管理意涵。本研究採用個案研究法,以數位匯流之內容、基礎建設、與社群網絡等觀點,同時考量服務創新之環境、技術、市場、與組織等構面,最後整合三維度商業模式之交易內容、交易結構、與交易治理等,進而建構研究分析架構。研究個案挑選全球最大訂房平台Airbnb 與東南亞最大交通運輸平台 Grab,主要蒐集個案次級資料,並輔以專家深度訪談,而資料分析採文本分析法,以及結合內容分析法。本研究獲得以下結論,首先,Airbnb 最強調經營社群的服務,而 Grab 服務創新類別數發展較為平衡;其次,Airbnb 最強調組織面創新,而 Grab 最強調市場面創新與組織面創新,然而兩個案較少資源投入於技術面創新;第三、Airbnb 商業模式主要由交易治理驅動,而 Grab 則主要由交易內容驅動;第四、全球性服務平台較為強調發展全球標準化服務,而區域性服務平台較為強調發展在地化與客製化服務;第五、數位匯流服務平台企業皆朝向生態系平台發展趨勢。
Digital convergence influences value-added applications of enterprises,organizational changes caused by new technologies, different types of industrialchanges and operations integration, and even the restructuring and merging of multinational corporations. Digital convergence leads a new revolution of digital economy.However, past studies mainly focused on digital convergence policies, regulations and protocols, development and management of society network, implementation, planning and technologies of hardware facilities and system software, and digital content and operations. Few studies examined the issues of service innovation model and the construction of new business model of digital convergence. Thus, this study aims to explore the strategic implication of service innovation and new business model, and conduct comparison analysis for different cases. Then the managerial implications of digital convergence industry are proposed.This study adopts the method of case study.The framework consists of the constructs of digital convergence service, service innovation model and business model. The constructs of digital convergence service include content,infrastructure, and society network. Moreover, service innovation model concerns environment-dominant, technology-dominant, market-dominant and organization-dominant innovation. Furthermore, the dimensions of business model include content, structure and governance. The study selected Airbnb, the world’s largest booking platform, and Grab, the largest transportation platform in Southeast Asia, as the cases. The study mainly collected the secondary data of the casesand is supplemented by in-depth interviews with experts. Moreover, the study used text analysis method and content analysis method. This study has the following conclusions. First, Airbnb emphasizes the management of community services, while Grab's service innovation development is more balanced. Second, Airbnb emphasizes organization-dominant innovation, while Grab emphasizes market-dominant innovation and organization-dominant innovation. But the two Cases have less resources to invest in technology-dominant innovation. Third, the Airbnb’s business model is mainly driven by governance, while Grab is mainly driven by content. Fourth, the global service platform emphasizes the development of global standardized services, while regional service platform puts more emphasis on the development of localized and customized services. Fifth, service platform companies of digital convergence are all towards the development of ecosystem platforms.
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