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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/51680

    Title: Web2.0價值共創的商業模式之研究
    A Study on the Web2.0 Value Co-Creation Business Model
    Authors: 張麗萍
    Chang, Li Ping
    Contributors: 尚孝純
    Chang, Li Ping
    Keywords: 價值共創
    value co-creation
    value network
    value exchange
    Date: 2010
    Issue Date: 2011-10-14 13:41:12 (UTC+8)
    Abstract: 以Web 2.0 模式經營的網站正飛快的成長,這些經營者巧妙地引進外部的開發能力,與顧客或企業夥伴共創價值的商業模式非常值得深究。但國內的學術理論針對Web2.0商業模式發表的論文並不多,對於價值共創的商業模式了解有限,本研究整理並分析實際案例中關於Web2.0價值共創的商業模式的資訊,希望能夠針對價值共創的商業模式提供更系統化的解釋。
    1. Web2.0價值共創的商業模式對參與的顧客和企業夥伴產生甚麼樣的價值? 如何吸引顧客與企業夥伴加入共創?
    2. 能夠與顧客或企業夥伴共創價值的Web2.0商業模式中需要具備哪些要素?
    3. Web2.0價值共創的商業模式如何創造營收?

    1. 參與共創為顧客帶來無形價值的滿足,為企業夥伴帶來直接收益或是間接轉移價值的機會; 經營者應維護顧客參與創作的園地,重視社群間互動的基礎滿足感,並且為企業夥伴舖設可以擷取利潤或轉移價值的管道。
    2. Web2.0價值共創的商業模式,首先應具備4個基礎架構的建設,分別是(1)共創平台的建立(2)參與規則的建立(3)持續滿足顧客經驗的能力(4)企業夥伴價值轉移的機制。
    3. Web2.0價值共創的商業模式中,經由「免付費服務」吸引人潮或潛在顧客加入共創,在營收模式上運用到免費增值的商業模式,藉由一部分的會員付費購買增值的附加商品或訂購產品來營利,或者是藉由第三方廣告商付費的模式,由廣告商付費給經營者以獲取營收。而部分網站經營者會透過發行虛擬貨幣,作為網站交易的媒介,透過參與活動累積虛擬貨幣,類似航空公司的飛行里程獎勵,可以提升會員的忠誠度。
    Websites managed via the Web 2.0 model are currently growing quickly,These managers have delicately introduced external developmental abilities, and the business model that works with clients and corporate partners to create value. However, there are very few domestic researches on the academic theories concerning the Web2.0 business model, and there is limited understanding for the business model of value co-creation. This study organizes and analyzes the information on business models with Web2.0 value co-creation in case study, in order to provide a more systematic explanation for value co-creation business models.
    The framework of this study is divided into two aspects, which are the deconstruction of business model and analysis of value exchange in the value network. The questions to be explored are as follows:
    1. What kind of value does the business model of Web2.0 value co-creation create for participating customers and corporate partners? How to attract customers and corporate partners to participate in co-creation?
    2. What are the crucial elements in Web2.0 business models that can co-create value with customers and corporate partners?
    3. How does the business model of Web2.0 value co-creation create profit?

    To the above purposes, this study conducted literature review and acquired the following conclusions:
    1. Participation in co-creation provides customers with the intangible value of satisfaction, and brings direct profit or opportunities for indirect transfer of value for corporate partners. Managers should protect the environment for customers to participate in creation, emphasize the basic satisfaction of interaction among social networks, and create channels for corporate partners to gain profits or to transfer value.
    2. The business model of Web2.0 value co-creation should have four basic infrastructure established, which are (1) establishment of co-creation platform; (2) establishment of participation rules; (3) the ability to continuously satisfy customer experiences; and (4) mechanisms for value transfer for corporate partners.
    3. In the business model of Web2.0 value co-creation, “free services” are used to attract people or potential customers to participate in co-creation, and the operational model utilizes a free value-added business model, in which profit is produced when some members pay to buy value-added products or order products, or when a third-party advertiser pays managers. Some website managers would issue virtual currency as a medium for website transactions. Participation in events accumulates virtual currency which can be used to enhance member loyalty.
    目錄 VI
    圖目錄 VIII
    表目錄 IX
    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 2
    第二章 文獻探討 3
    第一節 WEB 2.0 3
    第二節 價值網與價值交換 4
    第三節 價值共創 6
    第四節 商業模式 8
    第五節 小結 10
    第三章 研究方法 12
    第一節 研究架構 12
    第二節 研究設計 15
    第三節 研究流程 17
    第四節 研究對象與範圍 18
    第五節 資料蒐集 21
    第四章 個案簡介與分析 22
    第一節 個案一 22
    第一項 發展介紹 22
    第二項 商業模式 23
    第三項 價值網與價值交換 28
    第二節 個案二 32
    第一項 發展介紹 32
    第二項 商業模式 33
    第三項 價值網與價值交換 39
    第三節 個案三 44
    第一項 發展介紹 44
    第二項 商業模式 45
    第三項 價值網與價值交換 50
    第四節 個案比較與分析 54
    第一項 個案整理表 54
    第五章 研究發現 57
    第六章 研究結論與建議 77
    第一節 研究結論 77
    第二節 研究貢獻 80
    第三節 研究限制 81
    第四節 後續研究建議 81
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098380022
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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