WEB 2.0時代的商業模式探討與行銷策略分析

Abstract

在WEB 2.0的時代裡，我們看到了不同於以往的創造力不斷的湧現，在社會各個領域裡面不斷的創生出讓人為之驚豔的服務與產品，也因為在WEB 2.0這ㄧ個全新的資訊科技時代裡，透過好的創意所產生的創造力，可以轉化成優異的創新能量，讓小企業也有出頭天的機會。本研究透過對於WEB 2.0的商業模式探討與分析，試圖解開其中的成功密碼，發現成功的商業模式必須具備的規劃原則、關鍵要素與應用模式，並探究這樣的商業模式對企業所帶來的重大管理意涵。總結本研究的論述與分析，提出下列O-USERS-3C商業模式的結論。一個基本原則：Open Platform開放平台；五個關鍵要素：User Participation使用者參與、Searching Capability搜尋能力、Ease of Use簡單易用、Relationship Building關係的建立、Sharing and Security分享機制與安全機制；三個應用模式：Community社群模式、Content內容模式、Commerce商務模式；三大管理意涵：Innovation創新突破、Collaboration協同合作、Creativity創意湧現。 並且針對外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本等四個交易成本的分析，歸納出下列Fi-CUTs行銷策略的要點，以提供企業在做行銷策略規劃時的參考。分別是：Free免費；Instant, Interaction, Integration , Information即時、互動、整合的資訊服務；Customer Oriented 以人為本、以客為尊；Uniqueness/ Differentiation獨一無二、差異化策略；Trustworthiness 值得信任的品牌、產品、服務；Sharing分享（利潤、知識、人脈）。 WEB 2.0的自由、授權與自我管理的特性，正好提供一個良好的環境讓人們的創意能夠湧現，提高人們的主動性，積極且熱情的參與創意的發想，提升企業的整體創造力。而WEB 2.0參與式的架構更是開啟了一個協同合作的平台，每個使用者都能貢獻一部分的力量，完成一小部分的工作，最後匯集成巨大的集體智慧與力量。參與式的架構也讓每個人能夠即時的在同一個網絡裡面連結在一起，解除了官僚組織裡層層階級的僵化效應，讓協同合作得以實現。

In the era of WEB 2.0, we see lots of creative ideas emerging from different level of people, and we also see lots of disruptive innovation for product and service in different domain of the society. This is because in the WEB 2.0 era, it is possible for us to transform the creative idea into disruptive innovation, and let the innovative energy flow to a right business model. Within this study of WEB 2.0 Business Model, we attempt to uncover the secrets to success, find out the principle, key attributes and application for a successful business model in WEB 2.0 era. Also we discuss the important managerial implications to the enterprise for this kind of business model. Within this study and analysis, we propose O-USERS-3C business model, which have the detail explanation on the principle of Open platform; five key attributes on User participation, Searching capability, Ease of use, Relationship building, Sharing and Security; three applications on Content, Community, Commerce. Also we have three managerial implications on Innovation, Collaboration and Creativity. According to the analysis on four social exchange cost, we propose Fi-CUTs marketing strategy for enterprise as a planning guideline. The detail explanation of it are: Free, Instant, Interaction, Integration, Information, Customer oriented, Uniqueness / Differentiation, Trustworthiness, Sharing. The characters of WEB 2.0 are freedom, authoring and self-organizing, this implies an excellent environment for creativity emerging and proactive participation. It also leads to the collaboration of each individuals, then merge these individual efforts into a collective intelligence.