旅遊體驗平台之創新商業模式-以Klook為例
No Thumbnail Available
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
在自由行及行動商務比例越來越高的趨勢下，近年來興起了「旅遊體驗平台」，讓自由行旅客能輕鬆預訂及安排行程。這樣的平台，本質上是連結線上旅客及線下旅遊業者的O2O平台，其在市場上已經蔚為風潮，特別是旅遊產業線上化後，也帶動了旅遊O2O的創新商業模式。然而，以往的線上旅遊公司多是以單一國別的Ｃ端用戶為主；不過旅遊體驗平台卻旨在開發更多不同國別的雙邊用戶，因此本質上來說，係為跨境電商。
本文採個案研究法，以「Klook」作為研究個案，並使用Bovet and Martha（2000）所提出的價值網來探討平台的創新商業模式。經研究後發現，從2014年開創平到2016年以來，其獲利模式在市場上所創造的利潤尚不高，但行動商務為旅遊體驗平台之雙邊用戶創造價值，轉而為自身帶來營收，已成為趨勢。同時，極速確認訂單對於旅遊體驗平台來說，不僅能提升用戶預訂體驗，更能有效改善組織內部效益，是重點優化功能。再者，此類跨境電商之特性在於快速佈局海內外來強化先佔優勢，並且會根據所要推動的線上用戶市場，拓點至該地實行落地經營，去發展及迎合各地市場需求；亦會尋求當地業者進行外部異業結盟來開拓市場與完整平台功能，整合雙邊用戶，為其創造更大的競爭力。
The O2O platform has been a trend in this market which links both “online users” and “offline suppliers,” especially for the tourism industry. In the past, Online-Travel-Agent focused on the single country online users. However, Free Independent Travelers Platform will concentrate on attracting multiple countries two-sided market. Thus, it can be viewed as a Cross-Border E-commerce. This paper is a case study by researching a Free Independent Travelers Platform “Klook.” The paper’s purpose is to find out their platform strategy and how do they build up a value net for themselves. Through the case study pointed out that the business model hasn’t created the higher margin yet, but they do earn the profit by creating value for two-sided market through mobile commerce. Besides, Instant-Confirm order is an important function for the FIT platform. Not only can they enhance users booking experience, but also improve the internal efficiency of the organization. As well, this kind of Cross-Border E-commerce will expand to the local market based on the online users where they want to promote. Therefore, the first-mover advantage becomes an important trait for them. In addition, they will seek the opportunity of the external alliance to complete platform functions and integrate two-sided market to build up more competitiveness during the process.
The O2O platform has been a trend in this market which links both “online users” and “offline suppliers,” especially for the tourism industry. In the past, Online-Travel-Agent focused on the single country online users. However, Free Independent Travelers Platform will concentrate on attracting multiple countries two-sided market. Thus, it can be viewed as a Cross-Border E-commerce. This paper is a case study by researching a Free Independent Travelers Platform “Klook.” The paper’s purpose is to find out their platform strategy and how do they build up a value net for themselves. Through the case study pointed out that the business model hasn’t created the higher margin yet, but they do earn the profit by creating value for two-sided market through mobile commerce. Besides, Instant-Confirm order is an important function for the FIT platform. Not only can they enhance users booking experience, but also improve the internal efficiency of the organization. As well, this kind of Cross-Border E-commerce will expand to the local market based on the online users where they want to promote. Therefore, the first-mover advantage becomes an important trait for them. In addition, they will seek the opportunity of the external alliance to complete platform functions and integrate two-sided market to build up more competitiveness during the process.
Description
Keywords
旅遊體驗平台, O2O虛實整合, 商業模式, 平台策略, 跨境電商, Free Independent Traveler Platform, Online to Offline, Business Model, Platform Strategy, Cross-Border E-commerce