「共享而共創價值」：探討Xbed酒店借平台創新服務之機制

Co-Creation Value through Sharing: Exploring the Mechanism of Xbed Hotel’s Innovative Service by Platform

在資訊與科技不斷迭代創新的環境中，不僅產生了新的商業模式與應用情境，更改變了人的思維與既有的行為模式。在共享經濟、互聯網+與使用者服務體驗的脈絡中，創新的商業模式不斷地出現在日常生活中。如何看待並研究這些與時俱進的經營型態，正是本研究所關注的焦點。本研究採用詮釋型案例研究方法，透過理論抽樣法挑選第一家「全互聯網營運的無人酒店Xbed（搜床科技）」為研究對象。透過價值共創理論與Xbed實務案例資料之對話，進行一連串反覆的理論推導後，歸納出「共享服務而共創價值」的機制。本文據此機制發展出三個論述：第一、「拆解、串連、共創」實務：藉平台串連服務以共同創造新價值的共創機制。第二、「共享經濟3.0」：從物質化共享到社會化共享、再到概念化共享之進展。第三、「價值再共創工程」：從巨觀轉回微觀與微觀再聚合巨觀之價值再造、共創與循環的邏輯。最後，本研究將探討此三個研究論述的理論意涵與實務意涵。

In the environment of continuous innovation of information and mobile technology, not only new business models and application scenarios have been created, but also people’s thinking and existing behavior patterns have been changed. In the wake of the sharing economy, Internet+, and user service experience trends, innovative business models have been constantly popping up in our everyday lives, and this study focused on addressing the question of how to size up and analyze these brand-new business models. This study employed the hermeneutic case study method and used the theoretical sampling method to select Xbed (Xbed Group)—the first staffless hotel with all-online operations—as a research subject. After a series of iterative derivations, theoretical analysis and a dialogue between value co-creation theory and the case of Xbed are used to conclude the mechanism by which a sharing service co-creates value. Based on this mechanism, three arguments are proposed: First, in the three work practices of decomposition, re-linking, and co-creation, a platform can be used to link services and create new value through the co-creation mechanism. Second, with regard to the “Sharing Economy 3.0,” sharing first evolved from material sharing to socialized sharing, and now to conceptualized sharing. Third, with regard to value co-creation reengineering (VCCRE), the logic of value re-engineering, co-creation, and recycling can be summarized as “from macro to micro, and building the macro from the micro.” Lastly, this study investigated the theoretical and practical implications of these three research viewpoints.