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| Title: | 訂閱制商業模式之研究-以 Microsoft 為例
A Study of Subscription Business Model:A Case Study on Microsoft |
| Authors: | 張巧蓉
Chang, Chiao-Jung |
| Contributors: | 黃國峯
郭曉玲
張巧蓉
Chang, Chiao-Jung |
| Keywords: | 商業模式
訂閱制
PEST 分析
波特五力分析
Microsoft
Business Model
Subscription
Porter’s Five Forces Analysis
PEST Analysis
Microsoft |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:14:56 (UTC+8) |
| Abstract: | 有鑒於現今訂閱經濟蓬勃發展，資訊服務業逐漸採用訂閱制商業模式，改變了企業與顧客的傳統買斷制關係，並帶來更穩定的收益流。
本研究聚焦資訊服務業中單一公司在買斷制和訂閱制商業模式下的差異，探討微軟在 2018 年推出的Microsoft 365訂閱方案。
研究將採用單一案例研究方法，從 PEST 分析和波特五力模型探討宏觀環境和產業競爭力，並利用商業模式畫布比較傳統買斷制和訂閱制的差異。
為增強研究的驗證性，將訪談Microsoft 365產品的專案經理，以了解微軟採用訂閱制的原因，並驗證研究策略。期望本研究能為其他企業在採用訂閱制時提供參考。
In view of the booming development of the subscription economy, the information services industry is increasingly adopting subscription-based business models, transforming the traditional buyout relationship between companies and customers, and bringing more stable revenue streams.
This study focuses on the differences between buyout and subscription business models in a single company within the information services industry, specifically examining Microsoft’s introduction of the Microsoft 365 subscription plan in 2018.
The research will employ a single case study method, utilizing PEST analysis and Porter’s Five Forces model to explore the macro environment and industry competitiveness, and employing the Business Model Canvas to compare the differences between traditional buyout and subscription models.
To enhance the validity of the study, interviews will be conducted with project managers responsible for Microsoft 365, aiming to understand the reasons behind Microsoft's adoption of the subscription model and to verify the strategies analyzed in the research. The goal is to provide other companies with insights and benefits when considering the adoption of a subscription-based model. |
| Reference: | 左軒霆、偉瑟特，(2019)，訂閱經濟:如何用最強商業模式，開啟全新服務 商機，台灣:天下雜誌股份有限公司。
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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)
111363084 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363084 |
| 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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