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Author: 黃婉婷
Wan-Ting Huang
Thesis Title: 非傳統信用者的圓夢平台- P2P線上標會
A dream - fulfilling platform for non-traditional creditors - P2P online bidding
Advisor: 陳俊男
Chun-Nan Chen
鄭仁偉
Jen-Wei Cheng
Committee: 陳嬿如
Yenn-Ru Chen
林軒竹
Hsuan-Chu Lin
陳俊男
Chun-nan Chen
鄭仁偉
Jen-Wei Cheng
Degree: 碩士
Master
Department: 管理學院 - 財務金融研究所
Graduate Institute of Finance
Thesis Publication Year: 2023
Graduation Academic Year: 111
Language: 中文
Pages: 66
Keywords (in Chinese): P2P線上標會平台長尾理論資源基礎理論STP3C商業模式
Keywords (in other languages): P2P online bidding platform, long tail theory, resource-based theory, STP, 3C, business model
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  • TFE台灣資金交易所-線上標會平台從十多年前開始踏上金融變革的這條路,歷經了政府無法開放,社會尚無法接受的年代。如今網路時代的普及使得人與人之間通訊、交易、服務……已習慣在連網中進行。因人的習慣和思想改變了,相較於虛擬貸幣來說,由境外盛行入境內的P2P投資借貸算是最貼近華人習慣儲蓄、不愛向他人開口借錢、較保守的風險趨避習性……的一種投資借貸方式。有「平民金融」想法的喬美國際網路股份有限公司之創辦人-簡永松先生在努力籌措資金方面找了台灣前十大R集團總裁投資;在尋求民眾對網路新商品的認同方面與S銀行合作,做到了全世界第一個P2P線上標會平台且擁有其專利。其平台中心思想便是去中心化、大數據的應用、零邊際成本效應、風險分散交易原則來普惠大眾。適逢政府於近年也積極推動各線上平台與銀行往來配合,喬美便是現今全臺灣僅有四家與銀行配合的P2P業者之一,也是第一家有銀行履約保證的平台。
    本研究以哈佛個案研究的方式進行,藉由TFE台灣資金交易所-線上標會平台之個案內容,討論長尾理論、資源基礎、STP & 3C行銷策略、商業模式的管理議題,並分析探討平台如何運用長尾理論的效應,透過自身資源基礎理論的分析應用,在推廣平台普及時配合STP & 3C行銷策略的規劃與運用,並佐以銀行履約保證來加深認同以取得新舊會員的增長,使得其企業之商業模式的動態配置達到最適化。接班人簡政董事長在歷經失去創辧人的引領時,仍逆風帶領員工,繼續運用平台的核心價值-進入無門檻的替代性借貸服務能讓你我圓夢,也期許讓華人恢復過去對標會投資的了解與興趣;更以臺灣為據點,全心推廣普及是TFE台灣資金交易所唯一持續攀越摸索的道路。


    TFE (Taiwan Fund Exchange)-P2P Online Bidding Platform started to embark on the road of financial reform more than ten years ago. It has gone through an era when the government could not open up and the society could not accept it. Because of the popularity of the Internet age, communication, transactions, and services between people have become accustomed to being carried out in the Internet. Because people's habits and thinking have changed, Compared with virtual currency, the P2P investment and lending that is popular from abroad and enters the country is closest to the saving habits of Chinese people. The way the Chinese use funds is that they don't like to borrow money from others, and their habit of avoiding risks is relatively conservative. Mr. Jian Yongsong, the founder of Shacom International Network Co., Ltd., has the concept of "civilian finance". In terms of raising funds, he has been working hard to find investment from the president of Taiwan's top ten R groups; He cooperated with Bank S to seek the public's recognition of new online products, and he really did the world's first P2P online bidding platform and has its patent. The central idea of its platform is decentralization, the application of big data, zero marginal cost effect, and the principle of risk diversification trading to benefit the public. Coincidentally, the government has also actively promoted the cooperation between various online platforms and banks in recent years. Shacom International Network Co., Ltd., is one of only four P2P operators in Taiwan that cooperate with banks, and it is also the first platform that has a bank performance guarantee.
    This research is carried out in the form of Harvard case study. Based on the case content of TFE (Taiwan Fund Exchange)-P2P Online Bidding Platform, it discusses the long-tail theory, resource base, STP & 3C marketing strategy, business model management issues, and analyzes and discusses the platform. How to use the effect of long tail theory. Through the analysis and application of its own resource-based theory, when the promotion platform is popularized, it cooperates with the planning and application of STP and 3C marketing strategies, and uses bank performance guarantees to deepen recognition and gain new and old membership growth, making its business model more consistent Dynamic configuration achieves optimum. After losing the leadership of the founders, the successor, Chairman Jianzheng, still led the employees against the wind and continued to use the core value of the platform - no barriers to entry let you and my dreams come true, and also hoped to let the Chinese regain their past understanding and investment Interest. Based on Taiwan, the wholehearted promotion and popularization is the only way for TFE (Taiwan Fund Exchange) to continue to climb and explore.

    目錄 摘要.................... I ABSTRACT..........II 誌謝..................IV 目錄...................V 圖目錄................VI 表目錄...............VIII 壹、個案本文...............1 一、 序場................1 二、 「平民金融」-創辧人的理念 ................1 三、 難成的賽局-線上標會平台 ....................4 四、 接班人的困境-危機也是轉機 ..............11 五、 核心價值-邊際客戶的圓夢契機 ..........14 貳、個案討論..15 一、 個案總覽.....................15 二、 教學目標與適用課程.15 三、學員課前準備.................19 四、個案人物背景.................20 五、個案分析.........................21 六、課程結論.........................41 七、教學建議.........................42 八、板書規劃.........................46 參、參考文獻..52 中文文獻......52 英文文獻......54 網站資料......55 附錄..................57

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