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研究生: 莊珮雯
Chuang, Pei-Wen
論文名稱: 價值共創觀點之平台策略:以學習平台為例
Value Co-creation for the Generation of Platform Strategy:The Case of Learning Platform
指導教授: 方世杰
Fang, Shih-Chieh
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理學系碩士在職專班
Department of Business Administration (on the job class)
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 105
中文關鍵詞: 價值共創學習平台平台策略
外文關鍵詞: value co-creation, learning platform, platform strategy
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  • 網際網路的興起為世界帶來巨大的變化,不僅改變整體生活方式,對產業帶來影響,也使價值從創造轉為共創,在教育領域上,數位學習平台順應而生,讓學習能夠突破時空與學習進度的限制,且在網路與科技的助瀾之下,近年掀起平台革命的浪潮。
    學習平台容易被框架在「教育」思維,而忽略了「教育產業」的營運也是無法和管理及經營脫鉤。因此本研究欲跳脫教育框架,聚焦在商管領域的探討性,從平台思維來探討數位學習平台如何發展策略,本研究的研究問題是:「數位學習平台如何透過連結策略,吸引生產者與消費者到平台進行互動,與如何促進生產者與消費者共同創造價值。」
    基於質性個案研究之理論抽樣,選取e平台與H平台作為個案,在研究設計架構下,探討個案平台如何建立一個以DART為基礎的接觸空間(Encounter),並以「連結」為策略中心,訂定其平台策略,吸引匯集生產者與消費者至平台互動,進而共同創造價值並相互學習。
    藉由個案與理論的對話,梳理歸納出個案平台藉由連結策略啟動網路效應,並透過強化互動功能、經營社群網站、接露各項資訊等來創造一個以價值共創互動為基礎的接觸(encounter)空間,讓生產者與消費者能於此做價值的互動,進而相互學習,教學相長。

    The rise of the Internet has brought tremendous changes to the world. It has not only changed the lifestyle, but also transformed value from creation to co-creation. With the help of technology, platform revolution has been set off in recent years.
    The learning platform is easily framed in the thinking of "education", while ignoring the operational aspect of the "education industry". Therefore, this research intends to break away from the educational framework and explore how learning platforms develop strategies from platform thinking. The research question of this research is: "How do learning platforms attract producers and consumers to interact on the platform through connection strategies, and how accelerate producers and consumers to create value together."
    Based on the theoretical sampling of qualitative case studies, platform E and platform H are selected as cases. Under the research design, explore how the case can establish a DART-based encounter space, with "connection" as the strategic center. Determine its platform strategy, bring together producers and consumers to interact on the platform, and then jointly create value and learn from each other.
    According to the findings of the research, the case initiates the network effect through the connection strategy, and creates an encounter space based on value co-creation and interaction by strengthening interactive functions, operating social networking sites, and exposing various information, etc. They can interact with each other in value, and then learn from each other and learn from each other.

    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 6 第三節 研究流程 8 第二章 文獻探討與回顧 10 第一節 數位學習平台 10 第二節 價值共創 16 第三節 平台思維與價值共創 27 第三章 研究方法 38 第一節 研究方法之選擇 38 第二節 研究設計 42 第三節 資料蒐集與分析 44 第四章 研究發現 49 第一節 Ewant平台策略 49 第二節 Hahow平台策略 68 第三節 研究結果討論與分析 90 第五章 結論與意涵 93 第一節 研究結論 93 第二節 研究貢獻 95 第三節 研究限制 97 第四節 未來研究方向 98 參考文獻 99

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