本文是留学生assignment范例，题目是“Management of Digital Business（数字化商业管理）”，TaskRabbit于2008年在美国波士顿成立，是一个提供日常任务、工作和服务的在线服务平台和市场。TaskRabbit提供的服务是连接买家和卖家的各种服务，并促进他们的交易。买家和卖家可以很容易地联系起来，然后能够制定出特定服务或工作所需的框架条件(Brunelli, 2019)。TaskRabbit网站上的一些热门类别是杂工、清洁、搬运或平板组装。
TaskRabbit was founded in Boston, USA in 2008 and is an online service platform and marketplace for everyday tasks, jobs and services. The offer TaskRabbit provides is conjoining buyers and sellers of various services and facilitating their transactions. Buyers and sellers can easily connect and are able to then work out the framework conditions required for a specific service or job (Brunelli, 2019). Some of the popular categories on the TaskRabbit website are for instance handyman, cleaning, moving delivery or flat-pack assembly.
The people who do the assigned work are called “taskers”, they can choose their own rates and schedules, adjusted to their previous work experience and skill set and their available timeframe. TaskRabbit offers the taskers nearby job opportunities via the website or mobile app, which have been previously uploaded by the customers (Taskrabbit.co.uk, 2019). TaskRabbit implemented an innovative algorithm matching buyers and sellers to find the best possible combination that fits both sides the most (Payton, 2017).
完成被分配工作的人被称为“任务执行者”，他们可以选择自己的费率和时间表，根据自己以前的工作经验和技能以及可用的时间框架进行调整。TaskRabbit通过网站或手机应用程序为求职者提供附近的工作机会，这些工作机会都是之前由客户上传的 (Taskrabbit.co.uk, 2019）。TaskRabbit实现了一个创新的算法匹配买家和卖家，以找到最适合双方的最佳可能组合(Payton, 2017)。
Udemy has a similar service to TaskRabbit in terms of connecting buyers and sellers. The difference is that at Udemy the buyers and sellers are students and instructors. Instructors can publish their courses from various subject areas online, which consumers can then purchase for a fee. This is how Udemy describes its business concept and service on its website: “By connecting students all over the world to the best instructors, Udemy is helping individuals reach their goals and pursue their dreams.” (Udemy About, 2019).
在联系买家和卖家方面，Udemy有一个类似于TaskRabbit的服务。不同的是，在Udemy，买家和卖家都是学生和教师。教师可以在网上发布他们不同学科领域的课程，然后消费者可以付费购买。Udemy在其网站上是这样描述其商业理念和服务的:“通过将世界各地的学生联系到最好的教师，Udemy正在帮助人们实现他们的目标和追求他们的梦想。(Udemy About, 2019)。
Udemy uses personalized recommendations to provide its clients with customized and tailored on-demand videos, articles, exercises and more. The customer must answer a few questions first so that an algorithm then offers the matching top courses. There are a variety of different course categories available on their website and app. Business, IT and Software, Design, Marketing and Photography are among the top course list (Udemy, n.d.).
2.Business models and competitive strategies商业模式和竞争策略
Digital technologies are existential for the business model of both companies. The business model TaskRabbit as well as Udemy works with is the brokerage model. Brokers are creating markets in the sense that they connect buyers and sellers and that they enable and simplify the transactions between both parties.
Both businesses operate in business-to-consumer (B2C) markets. A further distinction inside the brokerage model could be made that TaskRabbit and Udemy both are considered a virtual Marketplace, which describes an online hosting platform created by e-commerce merchants. These online merchants earn their profit by charging money for a setup on the website or app, or monthly abonnements for listing sellers on the website, or charging fees for every transaction made (Rappa, 2010). TaskRabbit charges a servicing fee which is 15% of the total the customer pays and a 7.5% Trust & Support fee (Loeb, 2018).
Udemy's pricing strategies are more complex than those of TaskRabbit. Udemy will raise 3% of all revenue if the instructor has self-marketed the course to the student. Udemy receives 50% of the instructor's earnings when a client has become aware of a course through Udemy's marketing. In addition, Udemy will earn 25% if a client joins a course through a Udemy affiliate (Kataria, 2019). The economic environment in which TaskRabbit is operating is called "collaborative economy".
This is a term for a structure of decentralized systems and markets, that unleashes the value of unused assets by adapting desires and possessions in a way that circumvents traditional intermediaries (Botsman, 2015). Some of the digital technologies TaskRabbit uses to strive against its competitors such as Zaarly, Handy, Needto.com (Miller-Dean, 2019), are mobile technologies as well as social networks such as Facebook and Instagram combined with the network effect (Weinman, 2015).
3.Marketing and communications市场营销和通信
As the website and the app design show, both corporations focus their marketing strategies on the consumer side. According to Stacy Brown-Philpot, COO of TaskRabbit, three-quarters of TaskRabbit’s business is obtained by word-of-mouth recommendations. TaskRabbit's marketing is aimed at its main target group, busy professional working women who are married with children and want to gain more time by reducing their daily tasks and responsibilities (Lunden, 2013). Udemy's target audience are young adults who are looking for a new hobby or want to prepare for a career change by developing new skills (Wan, 2014).
正如网站和应用程序设计所显示的那样，两家公司的营销策略都集中在消费者方面。TaskRabbit首席运营官史黛西•布朗-菲尔波特表示，TaskRabbit四分之三的业务都是通过口碑推荐获得的。TaskRabbit的市场营销主要针对其主要目标群体，忙碌的职业女性，已婚有孩子，希望通过减少日常任务和责任来获得更多的时间(Lunden, 2013)。Udemy的目标受众是年轻人，他们正在寻找新的爱好或想要通过发展新技能为职业转变做准备(Wan, 2014)。
To bring the desired target group to its website, Udemy relies on affiliate marketing. Udemy pays its affiliate partners, according to the pay per lead principle, an alternative to the widespread pay per sale method, whereby Udemy only pays if a user registers on its website and creates an account (Giang, 2015). In communicating with their customers, both companies are using their various social media channels. Facebook, Instagram and Twitter are among the most popular social media profiles of TaskRabbit and Udemy.
In comparison to Udemy, TaskRabbit has a much smaller reach: Facebook 70.000 (TaskRabbit, 2019) / 5.157.000 (Udemy, 2019); Twitter 32.600 (TaskRabbit, 2019) / 195.000 (Udemy, 2019); Instagram 17.000 (TaskRabbit, 2019) / 573.000 (Udemy, 2019). Since TaskRabbit and Udemy are one of the largest providers in their economic environment, it can be assumed that both concerns are effective in terms of marketing and communications.
4.Website and/or mobile site or app design网站/或手机网站或应用程序设计
Both businesses have built their websites according to the Gutenberg diagram. In both terminal areas, there is a call-to-action. In the terminal area of the TaskRabbit website, you can book one of the popular projects in Oxford with one button. In the terminal area of Udemy's website, there is a preselection of different business courses that can be booked (Andrade, 2013). If you run the websites of TaskRabbit and Udemy through the mobiReady tool to test the website performance on mobile devices, you can see that both websites are adequately adapted to today's smartphones web browsers.
5.Inter-firm collaboration and supply chain management (SCM)企业间协作与供应链管理(SCM)
Both TaskRabbit and Udemy work with a digital supply chain. Examples of components of such a supply chain are the developers of its own websites, the administrators of the websites, the cloud service company where all website data is stored, the providers of the content management system (CMS), and finally the devices of the users who then access the website. Augmented inter-firm collaboration and constantly emerging as well as improving technologies are creating new challenges for the field of digital supply chain management. (Johnson, 2019).
The key focus is on streamlining compound business operations and maximizing efficiency. It is built on the idea of bringing buyers and sellers together under a single point of access and purchasing or selling everything quickly, conveniently and cost-effectively (Eng, 2004). TaskRabbit’s supply chain could also be considered as an informational supply chain platform that can be further subcategorized as a last-mile delivery platform.
This system is gradually developing in the same day digital business home delivery business environment. Information supply chain platforms are fundamental groups of technologies and methods that promote the exchange of information and coordination in the supply chain (Michael Hu, 2016).
6.Things that the companies can learn from each other公司之间可以互相学习的东西
TaskRabbit can learn from Udemy in the areas of social media and marketing because Udemy has a much greater reach than TaskRabbit on all social media channels. Udemy can take inspiration from the high diversity regarding gender, nationality and culture of TaskRabbit's senior management, as companies in the top quartile for diversity tend to have revenues above their national sector medians (Hunt, Layton and Prince, 2015).
TaskRabbit可以在社交媒体和营销领域向Udemy学习，因为Udemy在所有社交媒体渠道上的影响力都比TaskRabbit大得多。Udemy可以从TaskRabbit高级管理层在性别、国籍和文化方面的高度多元化中获得灵感，因为在多元化方面排名前四分之一的公司，其收入往往高于国家部门的中位数(Hunt, Layton和Prince, 2015)。
The first recommendation for TaskRabbit would be to advertise the keywords "home services" as well as "housekeeping services" more often because, with these keyword gaps, the traffic goes increasingly to the competitors than to the TaskRabbit website (Alexa.com, 2019). The other recommendation for TaskRabbit would be to do more social media marketing, as only 1.5% of the traffic sources on the desktop originate from social media, compared to 7.55% for Udemy (SimilarWeb, 2019).
The most important recommendation for Udemy would be to promote the Python Programming Language courses much more strongly and to highlight them prominently, as the top three largest keyword gaps "learning python", "python learning" and "web programming" are all associated with the Python software (Alexa.com, 2019). Another recommendation for Udemy would be to further establish their existing YouTube channels, as 54.5% of the social media traffic comes from YouTube (SimilarWeb, 2019).
对于Udemy来说，最重要的建议是大力推广Python编程语言课程，并突出它们，因为前三大关键字差距“学习Python”、“Python学习”和“web编程”都与Python软件有关(Alexa.com, 2019)。Udemy的另一个建议是进一步建立他们现有的YouTube频道，因为54.5%的社交媒体流量来自YouTube (SimilarWeb, 2019)。