此篇研究以個案角度出發，分析內容首先透過價值主張分析來擘劃新的商業模式如何解決顧客痛點以及滿足其需求，再有了價值的主軸架構後，我們可以更詳細地探究機車租車業新藍海的商業模式，最後也透過初步的模式運作並收集對顧客的問卷來調查推廣的結果。
研究透過以移工為目標客群，研究疫情造成租車業巨大的影響下，可以暫時模擬出一個合適的營運模式來協助機車租車業度過難關的商業模式，增加企業收入並培養企業組織員工信心，且透過這篇研究的結果顯示，在有效的商業模式運作下，不斷能創造收益流，更可以解決中古車庫存過多的問題，成功進行中古車去庫存畫的一種方式。此外，本研究透過價值主張分析來了解移工購車時的痛點以及期望點，前者為過戶問題、經濟壓力問題；後者則主要為個性化服務、客製化服務且外觀新穎的機車產品，奠基在這樣的價值主張的前提下，我們進一步透過商業模式的應用來創造一個新藍海模式的策略推廣主張，期望能為機車租車業，開拓以外籍人士為客戶定位的商業新藍海，創造新管道的收益流。最後，我們透過實際的商業模式執行，來了解新藍海模式的可行程度以及市場的反應狀況，整體上針對外籍人士而言，這種商業模式在透過問卷統計結果的分析上是達到確認的程度，進而會對服務感到滿意，而只要對服務感到滿意，如此一來，就會進行口碑的動作。可見本研究所提出的模式是被消費者所接受的，設計上也有一定的好評。

This research starts from a case studying perspective. The analysis content first outlines how the new business model solves customer pain points and meets their needs through value proposition analysis. After having the main structure of value, we can explore the motorcycle rental industry in more detail. Blue Ocean's business model finally operates through a preliminary model and collects questionnaires from customers to investigate the results of the promotion.
By targeting migrant workers and studying the huge impact of the epidemic on this industry, we can temporarily simulate a suitable business model to help the motorcycle rental industry overcome difficulties, increase corporate income and cultivate the confidence of corporate employees. , and through the results of this research, it is shown that under the operation of an effective business model, revenue streams can be continuously created, and the problem of excessive used car inventory can be solved, which is a way to successfully destock used cars. In addition, this study uses value proposition analysis to understand the pain points and expectations of migrant workers when purchasing a car. The former is the issue of transfer of ownership and economic pressure; the latter is mainly about personalized service, customized service, and novel appearance of locomotive products, laying the foundation. Under the premise of such a value proposition, we will further create a new blue ocean model through the application of business models. We hope to develop a new blue ocean for the industry, and to create a new business channel for its revenue stream. Finally, through the implementation of the actual business model, we understand the feasibility of the new blue ocean model and the reaction of the market. Generally speaking, for foreigners, this business model has reached the level of confirmation through the analysis of the statistical results of the questionnaire. Then you will be satisfied with the service, and as long as you are satisfied with the service, you will have word-of-mouth actions. It can be seen that the model proposed in this study is accepted by consumers, and the design also has certain praise.

論文審定書i
摘 要ii
Abstractiii
圖目錄vii
表目錄viii
第一章 緒論1
第一節 研究背景與動機1
第二節 研究問題與目的4
第三節 研究流程4
第二章 文獻探討6
第一節 機車租車業現況分析6
第二節 企業商業模式(Business Model Canvas)8
第三節 新藍海13
第三章 研究設計20
第一節 研究模型20
第二節 研究方法20
第三節 問卷設計22
第四章 個案分析23
第一節 價值主張分析23
第二節 商業模式分析27
第三節 量化分析30
第五章 結論34
第一節 研究結論34
第二節 研究建議36
第三節 產業建議36
參考資料38
附錄一 訪談資料41
附錄二 問卷資料42
附錄三 PLS問卷內容43

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