交通部公路總局於106年正式推行「汽車道路駕駛考驗」政策，期能透過汽車駕駛人訓練班學習基礎的駕駛技巧及道路交通法規。本研究主要探討臺南民營汽車駕駛人訓練班的商業模式，以Osterwalder與Pigneur(2010)所提出的商業模式九大要素為架構，採質性研究方法，選定臺南人口數最多或設立密度最高的行政區域，以便利抽樣法採3間駕訓班進行個案研究，探討駕訓市場的商業模式及管理概況，彙整其商業模式相同、差異之處及關聯性，藉以分析並找到市場空隙，給予實務建議，供日後駕訓班擴大經營或新設立時參酌。
研究結果將駕訓班依其提供服務之類型，劃分為大、小型車混合服務之駕訓班及純普通小型車服務之駕訓班之商業模式型態，綜總共同的特性如下：
一、重要的培訓基礎均以教導受訓者駕駛車輛技巧進而考取駕照為核心重點，並且建立上路的基本觀念為其價值主張。
二、目標客群主要為企業對消費者(B2C)的商業模式，另因提供的服務型態與合作夥伴差異，另有企業對企業(B2B)之模式
三、通路方面均有運用網路社群，主要著重口碑行銷，讓顧客為你說話。
四、整合各管道與顧客建立連結，追求顧客價值最大化，以提升滿意度。
五、收益來源以教學考照之學費為主要收益。
六、成本方面均以人事成本為主要的開銷。
七、充分運用內部現有資源，並與客運服務業、貨運業及客運業結盟，擴大彼此客源，追求利益極大化。
八、關鍵活動皆有增加與潛在顧客的接觸點，亦或善盡企業社會責任。
九、關鍵資源皆著重在教練品質，其次為場地，將自身特色轉換為競爭優勢。
關鍵字：汽車駕駛人訓練、駕照考驗、防禦駕駛、商業模式

In 2017, Directorate General of Highways announced and implemented the policy of "Road Test" for enhancing basic driving skills of applicants for driver license and facilitating the promotion of road traffic regulations through driver license classes. The thesis is aimed to analyze the business model of certified drivers training organizations located in Tainan (hereinafter individually the “Sample,” as well as collectively the “Samples”) by the research method of qualitative research. The framework of analysis is based on the nine elements of the business model proposed by Osterwalder and Pingeneur (2010). In addition, the Samples were chosen from the area with largest population in Tainan and employ the sampling of three driving training courses to conduct case studies. By analysing the business model and management profile of the Samples to find out the differences, the correlations of such difference and market nicher. The thesis concludes practical advice for any certified driving license organization scheming expansion of their business scale or where it is newly established.

According to the type of service the driving training organization provides, the study divides Samples into two business model mode: (i) the driving training course of the mixed service of large and small cars and (ii) the driving training course with only ordinary small car service.

Keywords：Automobile Driver Training, Driving License Test, Defensive Driving, Business Model

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