| Summary: | 碩士 === 國立暨南國際大學 === 資訊管理學系 === 103 === The rapid growth of the broadband network creates two important markets: first is the e-commerce and the second is the loyalty program applications. The two markets are associated with technology and innovative business model, becoming an important business.
However, the markets of online loyalty service are competitive. This study intends to explore how the design of online loyalty platform affects its competitive advantage. In this study, we studied three companies who had applied for government intelligent identification technology program. The three companies all utilized O2O consumption for their business model. Therefore, these three companies - accumulative point, restructuring, bidding of the company as a research object, and we focus on the platform created by the three companies. This study adopted a qualitative’s case study method to access and data collection, supplemented platform architecture, business model, diffusion of innovation theory’s analytical framework for analysis.
In order to understand the existing O2O platforms of online loyalty service and applications in Taiwan, this study try to explore platform strategies and business models. Further analysis of different characteristic of the studied platforms, readers can understand their development potential, the key factors and processes. Finally, we draw the following conclusions: O2O platforms of online loyalty service is not necessarily first established cooperative stores, or consumer, but a key to attract consumers or stores’ willing to inject platform. When this detonated light up, to plan what to do next. The key success factors of managing platforms of online loyalty service are to capture customer psychology. However, seize the customer’s strategy is to keep changing, until able to retain customers. In addition, O2O platforms of online loyalty service can apply big data to build attractive loyalty programs. However, innovation pluralistic’s O2O platforms of online loyalty service, need to through continuous try and execution to link online with offline. Thus we prove the importance of "execution". So, business model, platform strategy if plan to complete, in addition to the five cases in this study platform, the O2O platform of online loyalty service still has its deploying potential.
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