| 摘要: | 在過去十年，到訪台灣的國際旅客與日俱增，除了讓世界更認識台灣，更重要的是旅客背後所帶來經濟效益，但要如何留住客人，增加回流率，培養忠誠度客戶，就變得至關重要。各旅館也紛紛推出常客計劃或稱忠誠度計劃來搶客人，發行紅利點數是常見的常客計畫內容。不過，紅利點數經常存在兌換上的限制，讓消費者看的到吃不到，新式點數策略的重點在於降低消費者使用點數的門檻，以便能使自家企業的點數普及化。“開放”就是能增加點數流通的範圍，使企業知名度提高。本研究的目的是以飯店聯盟為應用場景，探討區塊鏈技術在忠誠度點數的應用，將消費者的點數兌換記錄寫入區塊鏈中，藉由區塊鏈技術不可竄改、安全性、隱私性等特性，確保信任和安全相關問題。首先，利用Gardner 評估模型分析出本研究問題適合採用聯盟鏈。再者，利用由IBM主導發起的聯盟鏈項目Hyperledger Fabric區塊鏈技術建構點數交易平台。最後，使用集合競價的撮合方式找出最大交易量，且雙方均能接受的成交價格。透過區塊鏈技術改變企業現有會員點數的經營模式，不僅能夠提升作業效率、簡化流程，亦能有效的保護客戶資料安全。
In the past decade, the number of international tourists visiting Taiwan has increased. In addition to making the world more aware of Taiwan, what is more important is the economic benefits brought by travelers. However, how to retain guests and increase the return rate become crucial issues. Therefore, various hotels have launched frequent visitor programs, such as issuing bonus points, to grab customers. However, there are often restrictions on the redemption of bonus points, so that consumers do not feel the benefits of bonus points. The modern point strategy focuses on lowering the threshold for consumers to use points in order to make points more popular. "Opening" can accelerate the circulation of points and increase the visibility of enterprises. This study uses the hotel alliance as an application scenario to explore the application of blockchain technology in loyalty points. The consumer's points are written into the blockchain. With the features of non-tampering, security, and privacy, the blockchain technology can ensure trust and security issues of the proposed system. In this study, we first use the Gardner evaluation model to analyze the types of blockchain platforms suitable for this study. Furthermore, the consortium blockchain platform, Hyperledger Fabric, is used to build a point transaction system. This system provides the hotels for issuing and redeeming points and consumers for exchanging their points. Because consumers have points of different hotels, this study proposes a pricing method and uses the Call Auction Mechanism to find the match under the maximum possible transaction volume. With the blockchain technology, the operational processes of loyalty points transaction can be simplified, and customer data security can be protected effectively. |
