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系統識別號 U0026-3007201909144800
論文名稱(中文) 以商業模式及利害關係人觀點探究中國共享經濟之發展:以OFO和MOBIKE為例
論文名稱(英文) Exploring the Development of Sharing Economy in China from the Perspectives of Stakeholders and Business Model: The Case Study of OFO and Mobike
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 107
學期 2
出版年 108
研究生(中文) 黃麒樺
研究生(英文) Chi-Hua Huang
學號 R47061296
學位類別 碩士
語文別 中文
論文頁數 116頁
口試委員 指導教授-周信輝
口試委員-方世杰
口試委員-蔡依倫
中文關鍵字 共享經濟  共享單車  商業模式四要素  利害關係人 
英文關鍵字 Sharing Economy  Bike-Sharing  Business Model  Stakeholders 
學科別分類
中文摘要 全球化的經濟演進,為世界帶來共享經濟新浪潮,這樣的熱浪在中國迅速掀起以共享單車作為短程出行工具的風氣。在中國互聯網科技發展成熟條件之下,共享單車飛快的在中國起飛,甚至被譽為中國的新四大發明之一。然而,在這樣的榮景裡,社會開始出現各種因為共享單車而產生的問題亂象,影響至各個層面的利害關係人,共享單車企業甚至出現接連殞落的現象。
以此為探索點展開研究的進行,發現共享單車企業的商業模式完整,卻呈現出產業無法獲利的特殊現象,甚至連昔日的獨角獸OFO單車,在2019年的今日呈現默默退出市場的跡象,剩下Mobike單車仍持續正常營運。
本研究主要研究目的在於以理論視角來解讀這些問題現象,探究為何中國的共享單車,同時存在發展成功和失敗的現象?為了探討這問題,本研究從利害關係人和商業模式理論視角,挑選經歷產業熱潮到淘汰階段的產業代表性企業OFO、Mobike作為本研究的研究個案。透過大量豐富的次級資料蒐集,建構出兩個個案的研究發現結果進行比較。
英文摘要 The economic evolution of globalization has brought a new wave of shared economy to the world. This wave has quickly set off a trend of sharing bicycles as a short-distance travel tool in China. Under the mature conditions of China's Internet technology development, shared bicycles developed quickly in China and were even hailed as one of China's new four major inventions. However, in such a glory, the society began to appear many kinds of problems caused by sharing bicycles, affecting stakeholders at all levels, and sharing bicycle companies even appear to be closed one after another
Taking this phenomenon as a starting point for research, it was found that the business model of the shared bicycle company was complete, but it showed a special phenomenon that the industry could not make profit. Even the former unicorn OFO bicycle showed signs of silent exit from the market in 2019, but the Mobike bicycles continue to operate normally.
The main purpose of this research is to interpret this phenomenon from a theoretical perspective, exploring why China's shared bicycles have both development successes and failures? In order to explore this phenomenon, this study research from the perspective of stakeholders and business model theory. Selecting OFO and Mobike, representative industrial enterprises that have experienced the industry boom to the elimination stage, as research cases of this study. Through collect a large amount of secondary data to compare and analysis their business model and the relationship with stakeholders to find the reasons causing this special phenomenon.
論文目次 摘要 I
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的與問題 4
第三節 研究流程 7
第二章 文獻探討與回顧 8
第一節 共享經濟 8
第二節 商業模式 16
第三節 利害關係人 25
第三章 研究方法 36
第一節 質性研究法 36
第二節 個案研究法 37
第三節 資料蒐集 53
第四節 資料分析 56
第四章 研究發現 57
第一節 共享單車發展概況 57
第二節 OFO共享單車利害關係人 70
第三節 OFO共享單車商業模式 81
第四節 Mobike單車利害關係人 86
第五節 Mobike單車商業模式 95
第五章 討論、意涵與結論 101
第一節 個案比較與討論 101
第二節 理論意涵與實務建議 110
第三節 研究限制與未來研究建議 113
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