多邊平台商務模式分析: 誠品書店案例研究

Abstract

如果仔細觀察現代企業商業模式的演進及類型，可以發現許多在我們生活週遭的企業或是服務皆屬於多邊平台的商業模式，像是歷史悠久的信用卡、資訊科技興起後，蓬勃發展的搜尋網站及電腦作業系統等等。這些多邊事業都有一個共通點，就是他們都創造了一個平台去服務及連結一些不同型態但是卻彼此有需求的族群，一起從事商業活動進而創造利潤，而這些事業都建構了某些規範及機制去促使不同的組群之間互動。

誠品書店，對許多人來說不只是一個書店，更是一個生活主張的提案者及提供文化價值及體驗生活脈動的一個場域。過往國內的研究重點多著墨在誠品書店如何以體驗行銷去吸引廣大客戶，但鮮少有研究針對誠品本身的商業模式，因此，此研究以Osterwader & Pigneur 所提出的商業模式範例中的 Multi-sided Platform的角度及商業模式組成九大要素來分析誠品如何運用多邊平台經營模式來平衡商業經營及文化價值。

本研究歸納出以下結論：第一、誠品書店為成功的實體的多邊平台的商業模式。第二、誠品書店有良好的價值提案，培養了廣大的忠實客戶，破除了多邊平台最難克服的門檻：雞生蛋，蛋生雞的問題，配合獨特的訂價策略(補貼策略)，爭取了不同團體(商家及消費大眾)留在此平台上，促使這些團體成員經由平台來互動，使得它成為一個成功的多邊平台商業模式。第三、誠品書店對多邊平台上所有客群提供了競爭者不易模仿的價值及服務，徹底的差異化，形成了後進者的進入障礙。第四、多邊平台企業需要時間及耐心，並選擇正確的成長策略，不同類型的平台經營會有不同的機制與方法來達到吸引及黏著效果，在追求成長的同時，就其服務內容、訂價、產品、客戶關係等須因應市場需求小心控管。

Many modern enterprises adopt multi-sided business model, such as credit card companies, portal websites and software companies such as Microsoft. The business model serves a platform to link two or more distinct but interdependent groups of customers, and creates values and mechanism by facilitating interactions between the different groups.

The leading bookstore in Taiwan, Eslite Bookstore, is not purely a bookstore from consumers’ perspective. It has been developing into a cultural platform offering space for promoting cultural activities and different lifestyle experience. In recent years, there has been a dramatic proliferation of research concerned with the experiential marketing of Eslite Bookstore, while few study its unique business model. This study adopts the multi-sided business model and the Business Model Canvas created by Osterwader & Pigneur, and is aimed to analyze how Eslite Bookstores sustains its business between the culture and commerce.

Four findings are worth summarizing: First, Eslite Bookstores is the first business adopting multi-sided model in its industry. Second, Eslite Bookstore has solved the chicken-and-egg problem based on its valuable brand asset and has had a unique subsidy policy, so that Eslite Bookstore is able to keep the different groups on the platform. Third, Eslite Bookstore differentiates itself by providing unique values to all the customers segments by offering irreplaceable goods or services that competitors can’t provide. Four, a multi-sided business takes a long time to form and it may vary in different industries.