학위논문 Theses and Dissertations


NO.D.2020.02_06

Mobility as a Service (MaaS) 기반의 새로운 제품-서비스 시스템 모델개발 基于移动即服务(MaaS)的新产品服务系统模型开发 Model development of New Product-Service System based on Mobility as a Service (MaaS)

  • Name : 王样ㅣWANG YANG
  • Info : 박사학위논문ㅣ博士学位论文ㅣDoctor's thesisㅣ2020.02
  • Adviser : 이성필ㅣ李成弼ㅣLee Sung-pil
192.168.95.161

초록

출행(出行) 방식을 바꾸는 요인은 여러 가지인데, 예를 들어 공유 경제(sharing economy), 디지털화(digitization), 환경오염과 정보통신기술 등이다. 한편, 도시의 잦은 교통체증과 배기오염 문제는 시민들의 자가용을 운전하려는 의사에 심각한 영향을 미치면서, 자가용 이용률이 해마다 떨어지고 있다. 다른 한편으로는, 주거와 근무지의 분리(home-work separation) 현상이 점점 두드러지면서 통근 시간과 거리가 증가했고, 통근은 전세계에서 5번째로 많은 시간을 소비하는 활동이 되었다. 통근 스트레스와 출행 문제를 완화하기 위해, 지능형 교통 분야에서는 'Mobility 4.0'이라는 서비스 개념을 제시했는데, 그 중 가장 유명한 것이 '마스(MaaS, Mobility as a Service)'이다. MaaS의 궁극적 목표는 목적지까지 중간에 끊김이 없는(seamless) 서비스를 제공함으로써, 자가용 수준의 편리함과 보다 빠른 이동성을 제공하는 것에 있습니다. 그것은 미래 지능형 교통의 중요한 모델로 간주되지만, 현재 MaaS에 대한 학술계의 연구는 초기 단계에 있으며 특히 MaaS의 제품 서비스 시스템과 개발 모델에 대한 연구가 부족하다. 이 외에도, 연구에서는 MaaS가 올바르게 설계되지 않는다면 출행 환경에 부정적인 영향을 미칠 수 있다고 나타낸다. 이 문제 해결을 위해 본 연구는 문헌연구, 마케팅과 민족학 등 방법을 이용하고, 서비스 디자인과 제품 서비스 시스템 디자인 도구, 중요도 성능 분석(importance-performance analysis)과 지속가능성 디자인 지향성 툴(sustainability design-orienting toolkit) 킷을 사용하였다. 본 연구는 중국 시장에 MaaS 서비스와 기능을 제공할 수 있는 새로운 PSS 모델을 개발하였다. 우리는 기존 MaaS 서비스의 개선을 바탕으로 모델에 새로운 MaaS 서비스를 추가하였다. 다음으로, 본 연구는 새로운 MaaS-PSS 모델의 중요성, 성능, 지속가능성을 테스트하여 MaaS-PSS가 어떻게 고품질, 지속가능한 방식으로 실행될 수 있는지를 설명한다. 마지막으로 새로운 MaaS-PSS 모델은 통근자에게 인도적이고 포용성 있는 이동 서비스를 제공함으로 지속가능한 통근 과정을 만들어 주고자 하였다.

摘要

改变出行方式的驱动因素是多方面的,比如共享经济、数字化、环境污染和信息通信技术等。一方面,城市频繁的交通拥堵和尾气污染严重影响了人们开车出行的意愿,这导致私人交通使用量的下降。另一方面,由于职住分离问题日益严重,通勤已成为世界上第五大耗时间的活动。因此,为了缓解通勤压力和出行问题,交通运输业提出了“Mobility 4.0”的服务理念,其中最著名的就是“MaaS(Mobility as a service)”,它被认为是未来智能交通的核心模式。然而,目前学术界对MaaS的研究还处于起步阶段,尤其是对MaaS产品服务系统(PSS)的研究还比较缺乏。研究表明,如果MaaS设计不当,将对出行环境产生负面影响。本文试图建立一个新的MaaS-PSS模型来改善现有的服务缺陷。研究方法包括文献研究法、市场营销法、人种学方法、服务设计与产品服务系统设计工具、重要性绩效分析与可持续性设计导向工具等。研究结果包括一个新的PSS模型,它有望为中国市场提供MaaS服务与功能。在改进现有MaaS服务的基础上,我们在模型中增加了新的MaaS服务。最终,本研究通过构建一个新的MaaS-PSS模型来创建一个可持续的通勤过程,为通勤者提供更具个性化或包容性的出行服务,从而推动社会目标的整合。

Abstract

The driving factors for changing the way of travel are various, such as sharing economy, digitization, environmental pollution, and ICT. On one hand, frequent traffic congestion and exhaust pollution in cities seriously affect people's willingness to drive private cars, resulting in a decline in the use of private transportation. On the other hand, due to the increasing problem of Home-Work Separation, commuting has become the fifth most time-consuming activity in the world. In order to alleviate the pressure on commuting and travel problems, the transportation industry has developed the “Mobility 4.0” service concept, the most famous of which is “MaaS (Mobility as a Service)”, which is regarded as the key mode of intelligent transportation in the future. However, the current academic research on MaaS is in its infancy, especially there is a lack of research on the MaaS product-service system (PSS). Studies have shown that if MaaS is not properly designed, it will have a negative impact on the travel environment. The article attempts to develop a new MaaS-PSS model that improve existing service defects. Research methods include literature research, marketing, ethnographic approach, service design and product service system design tools, and importance-performance analysis and sustainability design-orienting toolkit. The research results include a new PSS model that can provide Maas services and functions for the Chinese market. We have been added new MaaS services in the model based on the improvement of existing MaaS services. This study creates a sustainable commuting process by constructing a new MaaS-PSS model, which provides commuters with more personalized or inclusive travel services and hence driving the integration of societal goals.

키워드

  • # Mobility as a Service (MaaS) # 제품-서비스 시스템 # 모델개발 # 지능형 교통 # 중국 시장

  • # 出行即服务(Mobility as a Service
  • #MaaS) # 产品服务系统(PSS) # 模型开发
  • # 智能交通 # 中国市场

  • # Mobility as a Service (MaaS) # Product-Service System (PSS) # Model development # Intelligent transportation # Chinese market

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