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| Title: | 雲端服務供應商在台灣市場之經營策略分析 —— 以A公司為例
Analysis of Business Strategies of Cloud Service Providers in the Taiwanese Market: A Case Study of A Company |
| Authors: | 陳品潔
Chen, Pin-Jie |
| Contributors: | 郭曉玲
Guo, Shiau-Ling
陳品潔
Chen, Pin-Jie |
| Keywords: | 雲端運算
雲端運算服務供應商
策略行銷
競爭優勢
Cloud computing
Cloud service provider
Strategic marketing
Competition advantage |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:09:12 (UTC+8) |
| Abstract: | 台灣作為全球知名的科技矽島以及製造業大國，其雲端運算市場規模預計在 2024 年將達到 33.5 億美元，並以 10.55% 的年均複合成長率持續擴大。各產業皆加速雲端運算的應用，期望藉此提升營運效率與競爭力，而雲端運算市場的競爭也日益激烈。Amazon Web Services (AWS) 作為台灣雲端運算市場的先行者，在市場份額上就面臨了來自 Microsoft Azure (Azure)、Google Cloud Platform (GCP) 等後進者的挑戰。因此，本研究以 AWS 為研究對象，針對 AWS 與企業客戶的互動，探討「如何優化」及「如何管理」兩大在台經營議題：即 AWS 根據現有客戶經營現況可通過哪些手段優化企業客戶與其互動時的關鍵體驗，以及 AWS 如何透過其持續性競爭優勢，管理企業客戶對交易成本的感知。
本研究採用個案研究法及深度訪談法進行內容的梳理，並根據質化訪談資料分析及市場分析結果，提出研究結論。在「如何優化」方面， AWS 以新創客戶為主，針對現有客戶可通過設計基礎產品組合並提供折扣誘因、提升即時支援服務深度，及延伸與教育單位的合作關係從教育到徵才，以優化企業客戶與雲端運算服務供應商的關鍵體驗。而在「如何管理」方面，研究認為 AWS 可深化對雲端託管服務供應商的賦能，避開透過集團內部資源難以串連雲端運算業務的劣勢，轉向與產業鏈外部合作夥伴建立更緊密的合作，以管理買者專屬陷入成本；同時，可延續產品研發及品牌優勢，積極與產業鏈下游重點產業的客戶合作，啟動品牌與產品研發的正向飛輪，持續降低買者資訊搜尋成本。
Taiwan, renowned as a global technology hub and a major player in manufacturing, is projected to see its cloud computing market reach USD 3.35 billion by 2024, expanding at an annual compound growth rate of 10.55%. Industries across the board are accelerating the adoption of cloud computing to enhance operational efficiency and competitiveness. The market is increasingly competitive, with Amazon Web Services (AWS) facing challenges from newcomers like Microsoft Azure and Google Cloud Platform. This study focuses on AWS, examining interactions between AWS and corporate clients to address two main operational issues in Taiwan: how to optimize and manage the key experiences during client interactions with AWS, and how AWS can manage corporate clients’ perceptions of transaction costs through its sustainable competitive advantages.
This research employs case studies and in-depth interviews to analyze qualitative data and market insights, leading to several conclusions. Regarding optimization, AWS targets startup clients and can enhance existing clients' experiences by designing basic product packages with discount incentives, improving the depth of real-time support, and expanding collaborations with educational institutions from education to recruitment. As for management, the study suggests that AWS should empower cloud hosting providers to circumvent the disadvantages of coordinating cloud operations through internal group resources. Instead, AWS should establish closer collaborations with external industry partners to manage specific sunk costs for buyers. Additionally, AWS should leverage its R&D and brand strengths to actively collaborate with key downstream corporate clients, initiating a flywheel effect in branding and product development, thus continuously reducing buyers' information search costs. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363014 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363014 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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