自從1990年全球資訊網（World Wide Web）問世以來，隨著智慧型行動裝置的日漸普及，造就了電子商務的蓬勃發展。除了你我的生活習慣受到影響，各個產業皆面臨了翻天覆地的快速變化，線上逐步取代線下成為消費的主流，而O2O（Online to Offline整合線上到線下）的商務模式更是各大企業正在全力進行中的最新一波大趨勢。
本文研究個案為一家提供活動推廣、管理平台的SaaS（Software as a Service）公司，除了在2014年成為台灣第一個加入微軟加速器的創業團隊，也獲得來自包含美國高通（QUALCOMM）、DCM（Doll Capital Management）、軟銀賽富（Softbank Asia Infrastructure Fund，SAIF）、中國騰訊（Tencent）、日本Recruit、中國UrWork等多輪投資者的青睞，在台灣的新創圈中備受矚目。
本研究探討個案公司的核心能力，並分析台灣地區的MICE會展產業發展趨勢、在比較現行的主要網路售票系統（平台）後，歸納出在現行的O2O平台模式下採取「差異化創新」以及「成本價值創新」的雙元發展策略。期待個案公司能夠透過持續進行價值創新，在現行「亞洲最大的SaaS活動用戶平台」的優勢基礎下繼續發展，朝向成為「世界級的MICE活動資源網絡」目標大步邁進。

Since the advent of the World Wide Web in 1990, e-commerce has been thriving with the increasing popularity of smart mobile devices. In addition to the impact on our life styles and habits, all industries are facing rapid reforms with online gradually replacing the offline and becomes the mainstream of consumption. O2O (Online to Offline integration online to offline) business model is the latest wave of trends in all efforts focus by major corporations.
The case study of this article is a SaaS (Software as a Service) company that provides promotional marketing activities and management platform. In 2014, this company was Taiwan’s first entrepreneurship that joined Microsoft Accelerator. And it continues to acquire tremendous amount of attention from venture capital investors around the world included Qualcomm, DCM (Doll Capital), Softbank Asia Infrastructure Fund (SAIF), Tencent of China, Recruit of Japan, and UrWork.
The study examines the core competencies of case company, and analyzes the development trend of the MICE industry in Taiwan. After comparing the existing major online ticketing systems (platforms), we conclude that “differentiated innovations” are adopted under the current O2O platform model and the dual development strategy of “cost value innovation”. Expectation Case Company can continue to develop through the ongoing value innovation and the advantages of the current “Asia’s largest SaaS platform”, and are heading towards become a “world-class MICE resource network”.

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