A Case Study on Value Proposition of Business Model: The Bus-Ticket Integration in Taoyuan Airport

• Main Authors: Chang, Shih hao, 張世豪
• Other Authors: 羅明琇
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/rk395d

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 105 === Since Taoyuan Airport Corporation took over Taoyuan International Airport in 2010, the average growth rate of visitors arriving to Taiwan has increased by 10% . This increase of visitors resulted in the overloading of relevant services and facilities, especially the public bus station which is the main transportation used by visitors. As a result the corporation will have to : (1) Propose improvement programs for the more efficient distribution of passengers；(2) Get a better grasp of the needs of passengers and bus companies； (3) Make modification to its business model in order to survive in a fast-moving environment. Accordingly, the aim of the study is to provide a value proposition for bus service providers to overcome the problem of overloading. This new business model can also be a reference to other bus stations or institutions for future use. The main objectives of this study are (1) The research of Taoyuan Airport Corporation and associated bus companies in relation to the increasing visitor numbers to the country； (2) The fit between the current model, adjusted business model and the customer demand. This study used the business model canvas and the value proposition map to provide a process for solving the problems they face. Moreover, the research survey was conducted through face-to-face interviews, Delphi method, field observation and secondary data that were required for the case study research. In relation to the case study: this study firstly analyzed the operations before the Bus-Ticket Integration and the problem of overloading. After the analysis, automatic ticket vending machines and ticket integration solutions were recommended for implementation. Secondly, this study made a value proposition research for visitor arrivals and bus companies. It was found that the current value proposition couldn’t meet the needs of visitor arrivals. As a result, this study started to investigate the fit between the customer profiles and the value map of the solution, and then made some adjustments. Finally, propose the adjusted value proposition and created the business model canvas accordingly. This study also makes recommendations for solving the problems through a redesign of the business model. Firstly, the study must analyze and confirm the problem beforehand so as to come up with a good alternative solution; Secondly, through the value proposition map, we can identify the customer needs and adjust the unsatisfied aspect in order to get the final value proposition; Thirdly, we can use this adjusted value proposition to make the business model canvas. This study also contributes to other bus stations or institutions as a reference in practice. The one restricting aspect of the study that some of the data was not available so I had to simplify the problems and situations, and inferred from the secondary data analysis.