首頁 / 雜誌 / 產業與管理論壇 / 201503 (17:1期) / 呼叫師傅:網路新創公司生存的挑戰
中文篇名

呼叫師傅:網路新創公司生存的挑戰 免費試閱

英文篇名

MasterCall Company: The Challenge to Survive

作者

邱光輝黃銘圭李春麟

中文摘要

2009年以來在全球不景氣的環境中,企業放無薪假、裁員、倒閉的新聞時有所聞,新成立的5945股份有限公司企圖在電子商務中尋求新的立基點,透過「5945呼叫師傅」網路平台提供線上數位內容創新服務,以滿足網路使用者的需求。5945公司結合資訊科技技術與傳統裝修知識,建立裝修師傅資料庫,並提供線上搜尋引擎功能,吸引一般消費者與同業瀏覽公司網站。5945呼叫師傅是以廣告收入為主的商業模式定位,透過網路使用者瀏覽人次的點擊率,以吸引廠商刊登廣告。該公司提供了Google無法查詢到的裝修資訊,但卻有網站使用者寫e-mail5945公司,希望其能夠協助推薦裝修師傅,而這項新需求引發經營團隊開始討論策略定位是否需進行調整?應只專注在資訊科技為主的數位內容服務創新,強化線上查詢裝修資訊功能,或者該調整策略定位,新增完整的客戶服務管理系統,幫消費者找師傅。該決策議題因涉及公司核心能力與財力的限制,經營團隊陷入兩難的抉擇!本研究個案介紹5945公司成立的背景,探討其發展階段所面臨的生存挑戰,應用商業模式畫布分析個案公司在Online(裝修師傅資訊媒合)及整合Offline(仲介師傅到場服務)後的商業模式,結合相關理論討論是否該由Online跨入Offline的電子商務模式。

英文摘要

During the continued economic hard time, a startup company that is called 5945 MasterCall focuses its resources on a niche market for providing unique service to its customers. This company utilized its IT techniques and traditional home service knowledge. The company established home-service expert database and provided an online search function attracting internet users to visit the company’s website. As the assessing number of internet users increased of the company’s website, this company could grasp the business opportunities by offering online advertisements. Although this website could provide more specific information about the home service providers, the internet users asked for help of recommending the housing service master. For providing service to internet users, this company begins to add a new function by which users could post their problems and requirements on the online demand form. After the new function was activated, the demand form is rarely used by Internet users. What is the root cause of this problem? This paper explores the motivation of the case company. This paper also identifies the problems and challenges of this company. For clearly describing the business model of the case company, we applied the approach of business model canvas and related theories to explore the business model of the case company. This paper also illustrates how the case company makes a decision about allocating resources from online to offline services.

關鍵詞

服務品質商業模式期望確認理論資訊不對稱理論service qualitybusiness modelexpectation theoryinformation asymmetry theory

刊名

產業與管理論壇

期數

201503 (17:1期)

起訖頁

100-117

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342015031701005  複製DOI   DOI查詢

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進入新興市場的策略研究︰以台灣工具機廠商進入印尼為例