| 摘要: | 台灣鐵路管理局(以下簡稱台鐵)，欲於列車及車站提供無線上網，但只提供無線上網，恐難回收建置成本，因此希望推行電子商務，除穩定客源外，亦可增加營收。而台鐵具有移動性，台鐵推行電子商務，其服務演變成「台鐵行動化的電子商務」，簡稱「台鐵行動商務」。但台鐵行動商務市場在哪？服務對象為何？因此本研究進行市場區隔研究，幫助台鐵找出需要行動商務服務的族群。
本研究回顧行動商務相關課題之市場區隔，包括行動商務、電子商務、無線網路、多媒體服務、加值服務。發現許多學者使用生活型態理論、創新採用理論。而行動商務對於台鐵，為嶄新服務，因此本研究採用創新採用理論建構台鐵行動商務市場區隔模式，人口統計變數、台鐵使用情況及生活型態為市場描述變數，行動商務為區隔變數。另外將市場區隔理論之四種模式做比較，找出適合本研究之模式。比較結果發現：探討行動商務市場區隔及生活型態變數，以事後區隔模式為較佳之區隔模式，因此本研究以事後區隔模式建立台鐵行動商務市場區隔。
研究結果可將台鐵行動商務市場分為三群，分別為「享樂主義群」、「休閒喜好群」、「台鐵一般顧客群」。其中「享樂主義」以及「休閒喜好群」為台鐵目標市場，其特性為月收入約在一萬元以下、兩萬五到三萬五，19~33歲的大學生、工商服務業者居多。此族群認為台鐵應在電子商務網站，開放名產訂購、各種門票訂購、各類禮品訂購、旅遊服務、觀光景點資訊等服務。另外在火車上可建置無線上網的設備，提供互動式電子遊戲、音樂欣賞、最新影片服務等。而在無線上網意願方面：「享樂主義」及「休閒喜好群」認為旅行時間長達一個小時以上即有無線上網之意願。而「台鐵一般顧客群」則是旅行時間長達兩個小時以上。建議台鐵在旅行時間長達一個半小時以上的車種，建置無線上網之服務。收費價格方面：無線上網可採兩種制度：1.免費無線上網，2.採計次收費方式，以15~34元的價格，除了提供無線上網，在kiosk上可提供音樂欣賞、最新影片下載服務、電子遊戲、隨機視訊等服務內容。
Taiwan Railway Administration (TRA) intends to provide internet service in the station and on the train. To diversy the service contents, TRA intends to renew its website and adds electronic commerce services in the train and on the station. There are some questions of here. What kind of electronic commerce that TRA would provide? What is target market of mobile commerce of TRA? Therefore, we study market segmentation for mobile commerce of TRA.
To find out the target market, we review other literatures about mobile commerce segmentation, mobile commerce, electronic commerce, wireless internet, and value-added service. Finally, we adopted lifestyle theory. Some scholars use lifestyle variable to segment market, another use lifestyle to describe market. In this study, mobile commerce for TRA is a kind of new service, so we use innovation adopted theory to construct market segmentation model of mobile commerce for TRA. Lifestyle theory, demographic variable and train utilization are describable variables. Service application attribute is segment variable. In order to find feasible methods, we review market segmentation theory and compare four models. The result show that Cluster-based Segmentation Model is feasible in our study. So we use cluster method to classify the market of mobile commerce of TRA.
The result reveal that：The populations of target market are three in mobile commerce of TRA. The target market are: age: 19~33; income: less than NTS 10000 and NTS 25000~34999, and occupation: undergratuates and business managers. They think that when their travel time lasts 60 minutes, TRA can provide more transportainments, like travel services, electronic games, tickets ordering, speciality ordering, and scenic spots information. Besides, TRA can provide electronic equipment with internet facility and other value-added services including music, electronic games, MOD, movie etc on the train. The acceptable prices of passengers lie in the range of NT15~34. |
