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研究生： 任馬汀
Rahnitzsch,Martin
論文名稱： 多邊平台經濟剖析 - 印尼首個獨角獸企業Gojek之成功要素與企業文化之探討
Multi-sided platform economy - key insights and success factors of Gojek, Indonesia's first unicorn
指導教授： 何小台
Ho, Chester
口試委員: 陳春龍
Chen, Samuel
劉秀明
Liu, Sandra
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2019
畢業學年度： 108
語文別： 英文
論文頁數： 49
中文關鍵詞： 多邊平台經濟 、創業型領導 、創業計劃評估 、初創企業 、O2O
外文關鍵詞： Multi-sided platform economy, Entrepreneurial leadership, Venture business plan assessment, Start-up, Online2Offline
DOI URL： http://doi.org/10.6814/NCCU202000022
相關次數： 點閱：130  下載：39 
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    Gojek is a digital multi-sided platform company that offers motorcycle-based ride hailing and a variety of other services, with the aim to solve real-life inefficiency problems of Indonesian people. The company started in 2010 with 20 riders and grew to a US$10 billion venture with more than 1 million riders within a few years. They were able to defeat Uber and Grab in Indonesia while providing jobs and essential benefits to hundreds of thousands of Indonesians and help overcome severe infrastructure problems. Gojek’s story makes curious and raises questions about the reasons for their success. The author of this paper is looking into the founder’s characteristics as well as the special economic environment Gojek operates, in order to explain the tremendous growth and success. A hendecagonal approach has been used to analyze and assess the business plan of the venture, leading to a SWOT analysis and strategical findings aiming to identify repeatable key success factors, such as entrepreneurial leadership and a deep understanding of the multi-sided platforms economy, which can be used as reference for entrepreneurs in this field.

    1. Introduction 1
    1.1. Aim and Objectives 2
    1.2. Process and Chapter Outline 3
    1.3. Methodology 3
    1.4. Terms and Environment 4
    1.4.1. Platform Economy 4
    1.4.2. Multi-Sided Platforms 4
    1.4.3. Online2Offline Economy (O2O) 5
    2. Case Study: Gojek, Indonesia 6
    2.1. The Problem 6
    2.2. The Venture 7
    2.3. The Consumer and Market 9
    2.4. The Industry 10
    2.5. The Opportunity 10
    2.6. The Value Proposition 12
    2.7. The Product and Services 13
    2.8. The Route to Market 16
    2.8.1. On the Supply Side 16
    2.8.2. On the Demand Side 16
    2.9. The Execution Plan 17
    2.10. The Management Team 19
    2.11. The Financial Plan 20
    3. Findings and Recommendations 23
    3.1. Business Model Canvas 23
    3.2. SWOT Analysis 24
    3.2.1. Strengths 25
    3.2.2. Weaknesses 26
    3.2.3. Opportunities 26
    3.2.4. Threats 27
    3.3. The Economics of the Venture 27
    3.4. Entry and Growth Strategy 30
    3.5. Key factors of a Successful Platform 32
    3.5.1. Early to Space 33
    3.5.2. The Economics of Complementary Goods 33
    3.5.3. Opening Up for Contributors 34
    3.5.4. Curate Content and Focus on Customer Experience 34
    3.6. Solving People’s Problems 35
    3.7. The Stickiness Factor 36
    3.8. Right Product at the Right Time 37
    3.9. Founder and Company Leadership 37
    3.10. Outlook, Risks and Opportunities 38
    3.10.1. The Risks of Internationalization 38
    3.10.2. Adapt Features of Successful Platforms 40
    3.10.3. Horizontal Expansion through the Informal Sector 40
    3.10.4. Go Green 41
    4. Conclusion 42
    Reference 44

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