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系統識別號 U0026-0609201716264000
論文名稱(中文) Airbnb的商業模式與管制議題探究
論文名稱(英文) Exploratory Study of the Business Model and Regulatory issues on Airbnb in Taiwan
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 105
學期 2
出版年 106
研究生(中文) 鄭有志
研究生(英文) Yu-Chih Cheng
學號 r96031044
學位類別 碩士
語文別 中文
論文頁數 74頁
口試委員 指導教授-黃郁雯
口試委員-廖俊雄
口試委員-蔡東峻
口試委員-黃光渠
中文關鍵字 共享經濟平台  Airbnb  共享經濟  資料探勘 
英文關鍵字 business model  Sharing Economy  Airbnb  Web Crawler 
學科別分類
中文摘要 Airbnb平台經由網際網路提供媒合旅宿的相關服務,該平台營運範疇橫跨192個國家,由於創新的商業模式與服務性質,吸引大量使用者,同時挑戰既有的產業管制架構,並引發諸多領域的議題。故本研究之目的在於探究Airbnb發展與管制爭議,期能對此一強調共享經濟的創新服務及其管制機制深入分析。
研究發現,官方數據與本研究統計資料呈現極大落差,一背景資料的缺乏,導致主管機關對於管制課題的掌握不足,二則推估我國因受限於現行法制框架,無法有效納管Airbnb新興服務。基於我國對於Airbnb管制之背景資料仍屬欠缺,故採用Web crawling方法,爬取Airbnb網頁資料,進而分析其Airbnb商業模式,最後歸納整理當前Airbnb在各國的發展與管制現況,並,歸納呈現我國Airbnb五都發展概況,作為立論根據。
本研究亦檢視Airbnb所涉及的法制議題,針對保險、納稅、公共安全及特許執照提出各國比較法觀點,對照我國現行法規,提出後續修法建議。最後,受限於台灣當前嚴格的法規管制,使得Airbnb僅能淪為另一個旅宿行銷的線上平台,無助於開拓共享經濟的理念與初衷。
英文摘要 Airbnb services are delivered via the Internet to terminal users, and due to their nature, the services will face numerous future issues and challenges. Airbnb services are subject to varying levels of regulation, depending on the country.
Taiwan currently has a strict regulation environment and is set to become a promotion platform for Taiwanese accommodations such as hostels and hotels. The Airbnb platform have the largest number of users and currently operates in over 192 countries. This study selected Airbnb as the subjects for its case study, and focused on the phenomena between Airbnb regulations in various regions and the evolution of the business models within these regions as they adapt. The findings from this study are as follows:
1. The Taiwanese government announced preliminary guidelines for the management of Airbnb in 2015. It regulated by defferant systems, amount of time , tax amounts, and basic rules of the platform. However, there are still many ways are able to regulate.
2. The Airbnb Web Crawler that showed the analysis of current listings in Taiwanese cities. The result indicated that 73.6% Room’s Price under 2,000(NTD) on the Platform. Until now, the platform have more than 250,000 reviews in Taiwan.
3. The Airbnb’s business model changed to an ecosystem of business models that integrated with internet services and the global market. Through analysis of external environment and business models, these research results reveal that the government policies in Taiwan is still focused on managing accommodation content.
4. This research also reviewed some crucial regulatory issues faced by Airbnb, including insurance, taxes, public safety, and licensing aspects, from regulatory reform perspectives. Finally, we conclude the strict regulatory requirement in Taiwan may make Airbnb another online hotel promoting platform (i.e Agoda, Hotels.com), which deviates from the idea of its sharing economy origin.
論文目次 中、英文摘要 I
誌 謝 V
目 錄 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 5
1.3研究範圍 6
第二章 Airbnb背景介紹 7
2.1共享經濟發展背景 7
2.2 Airbnb發展背景 11
第三章 個案研究 14
3.1 Airbnb文獻探討 14
3.2 資料探勘 19
3.3 商業模式理論 22
第四章 研究結果 27
4.1 Airbnb資料探勘結果 27
4.1.1資料結果分析 28
4.1.2小結 32
4.2 Airbnb商業模式 33
4.2.1 顧客價值主張(Customer Value Proposition) 33
4.2.2 獲利方程式(Profit Formula) 36
4.2.3 關鍵資源(Key Resource) 36
4.2.4 關鍵流程(Key Process) 38
4.2.5 小結 40
4.3 Airbnb 台灣管制議題 41
4.3.1 Airbnb各國背景介紹 41
4.3.2 台灣管制案例 48
4.3.3 Airbnb台灣相關議題 50
4.3.4小結 55
第五章 結論與建議 58
5.1 結論 58
5.2 建議 62
5.3 後續研究 63
參考文獻 65

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