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    政大典藏 > College of Commerce > Advanced MBA, NCCU > Theses >  Item 140.119/60628


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/60628


    Title: 企業免費模式之研究
    A study on zero-pricing business model
    Authors: 王宛如
    Contributors: 尚孝純
    王宛如
    Keywords: 免費
    商業模式
    Free
    Business Model
    Date: 2011
    Issue Date: 2013-09-09 11:24:55 (UTC+8)
    Abstract: 　　天下沒有白吃的午餐，但免費產品卻大行其道。創新的免費營運模式佔據我們生活的同時，多數研究還是以探討生產面或技術面之創新為主。因此，本研究希望能夠分類免費營運模式、探討企業如何利用免費定價模式營運、並探討企業提供免費產品的主要目的。
    　　本研究利用內容分析法，蒐集各產業共計六十三個案，並以自營運模式版圖（business model canvas）衍伸出的六大分類變數：產業資訊特性、交換產品特性、贈送的產品屬性、贈送的單位成本、收費對象、與贈送產品的目的，將免費模式歸納成七大免費營運模式：直接交叉補貼、三方或雙邊市場、免費增值、非金錢市場、對企業免費、一開始免費、及累積而成的免費。
    　　實務上，免費的七大模式可以混合利用，為了使企業能夠有效率的做免費模式的運用，本研究利用兩大面向與九大問題，製作出免費模式決策流程圖，以利企業在實務上做免費模式的選擇。
    　　Free products have become very popular these days but it is common sense that there is no free lunch. Innovative zero-pricing business model is happening everywhere but the major innovation research is about production innovation or technical innovation. Therefore, this study is to classify types of zero-pricing business model, to find out how enterprise survive with zero-pricing, and to explore why companies offer products for free.
    　　With content analysis method, this study collects 63 cases of various industries, analyze these cases with 6 variables come from business model canvas, industrial characteristics, attributes of free products, consumer, and purpose for free products, and group into seven major zero-pricing business mode: direct cross-subsidy, ad-supported, freemium, gift economy, free to enterprise, free at first, and accumulated free.
    　　In practice, enterprise can run business with mixed method. In order to help enterprise to fasten the efficiency of free business model decision-making, this study present a decision-making flow chart with two major phases and nine questions.
    Reference: 一、 中文書籍
    羅耀宗、蔡慧菁（譯）（2009）。免費！：揭開零定價的獲利秘密（原作者：Chris Anderson）。台北市：天下遠見。（原著出版年：2009）
    邱志聖（2010）。策略行銷分析：架構與實務應用，三版。台北市：智勝。
    二、 英文書籍
    Davila, T., Epstein, M. J., & Shelton, R. (2005). Making Innovation Work: How to Manage It, Measure It and Profit from It. New Jersey: Pearson Prentice Hall.
    Osterwalder, A., Pigneur, Y., Smith, A., & Clark, T. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. New York: John Wiley & Sons Inc.
    三、 中文期刊、雜誌、新聞文章
    閻紀宇（譯）（2011）。對抗免費大作戰（原作者：David J. Bryce, Jeffrey H. Dyer, & Nile W. Hatch）。哈佛商業評論　全球繁體中文版，58，106-116。
    白崇亮（2006年03月31日）。觀察大未來 行銷6現象【演講摘錄】。經濟日報，A14版。
    四、 英文期刊
    Johnson, M. W., & Suskewicz, J. (2009). How to jump-start the clean tech economy. Harvard Business Review. 87(11), 52-60.
    Zott, C., Amit, R., & Massa, L. (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4), 1019-42. doi: 10.1177/0149206311406265
    五、 網路資源
    Mr. 6（2007年3月2日）。愛情公寓每人1.2億身價背後的「創意勝」【網站文字資料】。取自http://mr6.cc/?p=737　
    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    99380018
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099380018
    Data Type: thesis
    Appears in Collections:[Advanced MBA, NCCU] Theses

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