假日國內旅遊一直都是台灣觀光產業重要的一環，但大多數的旅客會使用私人運具前往觀光勝地，尤其是宜蘭地區，因國道五號高速公路開通後，吸引更多遊客前往，導致交通嚴重壅塞。台灣政府目前正在進行行動即服務(MaaS)計畫，以此緩解宜蘭假日交通壅塞的情形。為了管理MaaS市場以及提高市場效率，本研究應用了經理人的概念，此概念廣泛應用在能源、房地產和運輸市場中。我們開發了一個MaaS的產品組合定價模型，以達到商品的包裝分配方式以及MaaS的利潤最大化。本研究的最終目的是以經濟有效的方式為不同利益相關者提供合理的回報。本研究以宜蘭案例進行實證研究，研究結果表明產品組合定價策略有利於MaaS經理人以及遊客。此外，我們將遊客消費情形以及服務成本相關參數進行敏感度分析。結果表明遊客消費情形和服務成本都對MaaS經理人的利潤產生負面的影響。遊客消費情形對消費者剩餘產生正面影響:服務成本對消費者剩餘則是負面影響。

Tourism industry plays an important role for developed and developing countries. The domestic tourism in Taiwan is popular in holidays. Most of the tourists use private modes to popular destinations, resulting in severe traffic congestion. Convenient highway and freeway facilities attract more tourists using private vehicles to Yilan, causing numerous problems, such as traffic congestion, air pollution and inflation of prices. The government is planning a Mobility as a Service (MaaS) program to alleviate traffic congestion during weekends and on series holidays in Yilan.
In order to manage the complex characteristics associated with MaaS markets, this study applies the concept of broker, which is widely employed in energy, real estate, and transportation markets. Broker can enhance the efficiency of MaaS markets. In this study, we develop a bundle-pricing model to deal with package allocation and profit maximization of MaaS packages under a proposed broker framework. The ultimate goal of this study is to provide different stakeholders with reasonable returns in a cost-effective manner.
The empirical study results for the case in Yilan show that the bundle-pricing package strategy is beneficial to MaaS broker and tourists. In addition, we also conduct sensitivity analysis by varying parameter related to customer consumption and cost of services. The sensitivity analysis results show that both customer consumption and cost of services have negative effects on the MaaS broker’s profit. Customer consumption has positive effects and cost of services have negative effects on customer surplus.

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