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系統識別號 U0026-2207202010333100
論文名稱(中文) 校園快閃活動運作之商業模式
論文名稱(英文) Business Models for Flash Activity within Campus
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 108
學期 2
出版年 109
研究生(中文) 王瑋瑄
研究生(英文) Wei-Syuan Wang
學號 P36071016
學位類別 碩士
語文別 英文
論文頁數 199頁
口試委員 指導教授-周君瑞
口試委員-丘增平
口試委員-楊佳翰
中文關鍵字 快閃活動  商業模式  商業活動  校園創業  共享經濟 
英文關鍵字 Flash activity  Business model  Business activities  Campus entrepreneurship  Sharing economy 
學科別分類
中文摘要 不同於過去一般人選擇穩定的僱員工作,現在越來越多人偏好自己創業的工作形式,有的人畢業後才創業,更有些人則是在校便已開始創業,因此許多大專院校也開始設立相關扶植校園創業團隊的機構或開設相關課程,由上述便可知不可小覷的校園創業趨勢以及學生對於在校創業的構想越發茁壯。然而大多創業皆會需要許多資金的灌注,因此本研究便提出一個不需耗費許多資金的簡易創業方式-舉辦校園快閃活動,並以此作為商業廣告的形式,概念發想自現今風行的美食外送平台的外送員以及Airbnb,將自己空閒的時間或空間租賃出去進而換取利潤的一種形式,因此在校舉辦快閃活動,並以大學生作為活動參與者,讓大學生能利用空閒的時間做一些簡單的快閃活動進而達成廣告效益,這種創業方式簡單且不需耗費許多資金,找尋想要配合的廠商並幫他們以快閃活動的方式作為廣告,進而達成雙贏的局面。
然而在校園舉辦快閃活動還是需要構思一些人員安排或活動規劃等要素,因此本研究將會以商業模式九宮格(Business Model Canvas)的概念探討適合運作校園快閃活動的商業模式,透過網羅現有成功的商業模式,並萃取出適合應用於快閃活動的部分,之後為達成快閃活動的各種訴求結合上述模式部分組合出不同類型的商業模式草案,並進行八次的校園快閃活動,透過各種活動加以測試調整,並選擇其中最具發展性的三組模式,最後評估並滿足各方活動涉及者間的供需關係,提出與模式適配的四種校園商業活動舉例,本研究目的為發展出能夠持續經營的活動類型與運作模式,以提供後續進行相關研究或舉辦快閃活動的人員參考,拋磚引玉期許他們能發揮創意規劃出更加多元有趣的活動。
英文摘要 Unlike ordinary people who choose to work as stable employees in the past, more and more people prefer to start their own business. Some people start their own business after graduation, and some people start their own business at school, so many colleges and universities have also started the establishment of relevant institutions to support campus entrepreneurship teams or the opening of relevant courses can tell us that the trend of campus entrepreneurship and ideas of students for entrepreneurship within campus are becoming stronger. However, most entrepreneurs require a lot of capital infusion, so this research proposes a simple way to start a business that does not cost a lot of funds-hold a campus flash activity and use it as a form of commercial advertising. The concept is derived from the popular cuisine today. The delivery personnel of the delivery platform and Airbnb rent out their free time or space in exchange for profit. Therefore, flash activity are held in schools and college students are used as activity participants, so that college students can use their free time to do Some simple flash activities can achieve advertising benefits. This way of starting a business is simple and does not require a lot of money. Find manufacturers that you want to cooperate with and help them use flash-based activities as advertising, thereby achieving a win-win situation.
However, holding flash activity on campus still needs to conceive some elements such as personnel arrangements or activity planning. Therefore, this research will use the concept of Business Model Canvas to explore a business model suitable for running campus flash activity, and capture existing successes. And extract the parts suitable for use in flash activities. Then, in order to achieve the various demands of the flash-up activities, combine the above-mentioned model parts to combine different types of business model drafts, and conduct eight campus flash-up activities through various The activities were tested and adjusted, and the three most developmental models were selected. Finally, the supply and demand relationship between the parties involved in the activities was evaluated and satisfied. Four examples of campus business activities that fit the model were proposed. The purpose of this research is to develop The types of activities and operation modes that can be operated continuously are to provide reference for personnel who conduct related research or hold flash activities in the future, and hope that they can use their creativity to plan more diverse and interesting activities.
論文目次 摘要 ii
SUMMARY iii
ACKNOWLEDGEMENTS v
TABLE OF CONTENTS vi
LIST OF TABLES x
LIST OF FIGURES xi
LIST OF SYMBOLS AND ABBREVIATIONS xii
CHAPTER 1 INTRODUCTION 1
1.1 Background 1
(1) Taiwanese Students ’Preferences for Flash Activities 1
(2) Campus Entrepreneurship Trends 1
(3) The Booming Sharing Economy Concept 2
1.2 Motivation 3
(1) The Importance of Business Model Adaptation 3
(2) Possibility of Combining Campus Activities with Business Activities 4
1.3 Purposes 5
(1) Compare the Suitability of Different Business Models and Flash Activities 5
(2) Propose a Business Model Suitable for University Campus Activities 6
1.4 The Boundary 6
(1) College Students as Test Subjects 6
(2) Flash Activity as an Experimental Method 7
(3) Hold a Broad Flash Activity 7
(4) Business Model as a Research Framework 7
(5) Definition of Campus Business Activities and Limitations of Business Models 8
CHAPTER 2 LITERATURE REVIEW 10
2.1 Flash Activity Analysis 10
2.1.1 The Development of Flash Activity 10
2.1.2 Flash Activities Case 11
2.1.3 Flash Activity and Business Activity 13
2.1.4 Brief Summary 14
2.2 Sharing Economy 14
2.2.1 Development of the Sharing Economy Concept 14
2.2.2 Elements and Framework of Sharing Economy 15
2.2.3 Brief Summary 16
2.3 Business Model 16
2.3.1 Business Model Innovation 17
2.3.2 Business Model Analysis 18
2.4 Business Model Case Study 20
2.4.1 Reform Program 21
2.4.2 Disrupt the Order 22
2.4.3 Create a Market 23
2.4.4 Create Business Opportunities 24
2.4.5 Brief Summary 25
2.5 Crowd Behavior and Psychology 26
2.5.1 Crowd Behavior and Flash Action 26
2.5.2 Activity Participation and Gains 27
2.5.3 Advertising Activities and Crowd Psychology 28
2.5.4 Brief Summary 30
2.6 Research Tools and Analysis Methods 30
2.6.1 Questionnaire 30
2.6.2 Semi-Structured Interview 31
2.6.3 Thinking Aloud 31
2.6.4 Content Analysis 32
CHAPTER 3 EXPERIMENT 33
(A) Draft a Business Model 33
(A1) Literature Review 33
(A2) Planning Campus Flash Activity 33
(A3) Draft a Business Model 34
(B) Conduct Flash Experiments and Participant Satisfaction Surveys 34
(B1) Conduct an Experiment-Campus Flash Activities 34
(B2) Questionnaires and Interviews 34
(C) Modification of Draft Business Model 35
(C1) Adjust the Draft Business Model 35
(C2) Propose Amendments to Proven Business Models 35
(D) Results Verification and Examples 37
(D1) Through Several Activities to Mutually Verify the Draft Business Model 37
(D2) Expert Interview 37
(D3) Propose a More Appropriate Campus Business Model and Application Examples 38
CHAPTER 4 EXPERIMENTAL RESULTS AND ANALYSIS 40
4.1 Preparation for Experimental Activities 40
4.1.1 Identifying Image 40
4.1.2 Film Circulation 41
4.1.3 Participant Contact Channel 41
4.2 Activity Experiment Analysis 41
4.2.1 The Joy of Galloping! A Locomotive Trial Ride Experience Flash Activity 42
4.2.2 I Have Something to Say! Student Comment Message Flash Activity 46
4.2.3 The Live Version of the Box! Interactive Flashing Style card Activity 52
4.2.4 Christmas Gift Exchange and Christmas Shooting Flash Activity 58
4.2.5 Flying High! Holiday Campus Paper Plane Competition Flash Activity 63
4.2.6 "NHCC THX"! Student Swatch Typesetting Flash Activity 67
4.2.7 Creative Play Together! Swatches Clip Creation Flash Activity 75
4.2.8 Hi Together! Line @ Group Members Spontaneous Flash Activity 80
4.3 Brief Summary 84
CHAPTER 5 VERIFICATION AND RESULTS 89
5.1 Expert Interview 89
5.2 Flash Application Examples 89
5.2.1 What Do You Drink Today ?! Shake Cup Preference Sharing Community Punch Card Flash Activity 90
5.2.2 Go & Play Together! Holiday Parent-Child Theme Flash Activity 91
5.2.3 What Do Dogs Eat ?! Blind Test School Dog Food Preference Flash Activity 92
5.2.4 Yes, I Do! Flash Activity Themed General Course 93
5.3 Brief Summary 94
CHAPTER 6 CONCLUSION 99
6.1 Conclusions 99
6.2 Suggestions 100
REFERENCES 102
Appendix A EXPERIMENT QUESTIONNAIRE 107
A.1 The Joy of Galloping! Activity Questionnaire 107
A.2 The Live Version of the Box! Activity Questionnaire 109
A.3 Christmas Gift Exchange and Shooting Activity Questionnaire 111
A.4 "NHCC THX"! Activity Questionnaire 113
Appendix B EXPERT INTERVIEW 115
B.1 Mr. Zhang Interview Finishing 115
B.2 Mr. Su Interview Finishing 116
Appendix C EXPERIMENTAL ACTIVITIES PROPS 118
C.1 The Joy of Galloping! 118
C.2 I Have Something to Say! 120
C.3 The Live Version of the Box! Activity Questionnaire 122
C.4 "NHCC THX"! 123
Appendix D CHINESE TEXT 124
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