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題名 訂閱制下商業模式的轉變：以 Microsoft 和 SONY 為例
A Case Study on the Transformation of Subscription Business Models
作者 王子豪
Wang, Tzu-Hao
貢獻者 邱奕嘉
Chiu, Yi-Chia
王子豪
Wang, Tzu-Hao
關鍵詞 訂閱經濟
商業模式轉型
訂價策略
微軟
索尼
Subscription
Business model transformation
Pricing
Microsoft
SONY
日期 2023
上傳時間 6-Apr-2023 18:04:42 (UTC+8)
摘要 眾所周知地，各影音娛樂平台採用訂閱類型的商業模式已行之有年，並從中獲取了不少利潤，舉凡Netflix、Spotify與Youtube等平台的訂閱制都是十分成功的案例，可以說是「訂閱經濟」的最佳體現與代表。而有鑑於影音娛樂平台發展訂閱制商業模式的成功，近年來不同產業中的企業紛紛加以效法，著手研擬適合於該產業的訂閱服務策略，期望透過商業模式轉型的方式，為其用戶帶來並傳遞服務價值，一方面提高營運效率、追求長期性的獲利，一方面也能將創新的元素注入組織。
商業模式由產品導向轉換為服務導向是「訂閱經濟」的核心所在，在過往傳統企業的商業模式中，產品與成本往往是管理者獲利的首要考量，而現今發展訂閱制的企業則會聚焦於如何提升服務的附加價值，進而讓「顧客」轉換成「用戶」與「訂戶」，非一次性的消費者。承述前段，欲發展訂閱策略的眾企業必然會經過商業模式轉型的過程，尤其由產品導向轉換至服務導向者甚多，並具有研究價值。
本研究將以遊戲主機產業中的Microsoft與SONY為對象，以個案分析的研究方式深入探討其自建平台、發展訂閱制，至產品導向至服務導向的商業模式轉型歷程，試圖加以歸類其轉型的模式；個案企業經商業模式轉型後，原有產品的價格與新型態服務的訂價方法自然不同，故針對訂閱服務的訂價策略變化亦是本研究的討論重點，期望能藉由文獻資料整理出個案企業現行主要的訂價策略；在商業模式與訂價策略改變的雙重條件下，個案企業自然會遭遇不同的困難與挑戰，基於分析結果，本研究試圖將可能產生的問題一一找出，期望能發揮實務上的貢獻，提供欲進行商業模式轉型之企業參考，從而思考解決方法，甚至進一步避免問題的發生。
Various audio entertainment platforms have adopted the subscription-type business model for a long time, and have obtained a lot of profits from it. For example, the subscription systems of Netflix, Spotify, Youtube. In view of the success of these platforms, companies in different industries started to formulate subscription strategies, hoping to transform its business model, delivering the service value to their customers. Also, be able to improve efficiency and pursue long-term profits, and do innovation.
The transformation of the business model from product-oriented to service-oriented is the core of the "subscription economy". The business model in the past, costs were often the primary considerations to make profits, but today`s companies that want to develop subscription services will focus on enhancing the value of services, so that "customers" can be converted into "users" and "subscribers". As mentioned, companies that want to develop subscription strategies will go through the process of business model transformation, especially from product-oriented to service-oriented, which is worth to research.
This study will take the console game industry, Microsoft and SONY as objects, discussing their platforms, development of subscription, and product-oriented to service-oriented business model transformation by case study, trying to classify the process. After transformation, the pricing strategies will be different, so the changes of the pricing strategies for subscription is also the focus. Under the changes in business models and pricing strategies, companies will encounter challenges. This study attempts to find out the problems, hoping to make contributions and provide reference for companies that want to transform their business models, so as to think about solutions, further avoid problems.
參考文獻 一、英文文獻
1. Adam, W. J. & Yellen, J. L. 1976. Commodity bundling and the burden of monopoly. The Quarterly Journal of Economics, 90(3): 475-498
2. Amit, R. & Zott, C. 2001. Value creation in e-business. Strategic Management Journal, 22(6-7): 493-520
3. Amit, R. & Zott, C. 2010. Business model innovation: Creating value in times of change. IESE Business School Working Paper, 870: 1-15
4. Amit, R., Zott, C. & Massa, L. 2011. The business model: Recent developments and future research. Journal of Management, 37(4): 1019-1042
5. Andreas, H. 2008. Customer value-based pricing strategies: Why companies resist. Journal of Business Strategy, 29(4): 41-50
6. Baden-Fuller, C. & Morgan, M. S. 2010. Business models as models. Long Range Planning, 43(2-3): 156-171
7. Bellman, R., Clark, C. E., Malcolm, D. G., Craft, C. J. & Ricciardi, F. M. 1957. On the construction of a multi-stage, multi-person business game. Operations Research, 5(4): 457-608
8. Billige, M. & Harwood, G. 2018. It’s a product world: The evolution of the subscription economy. Simon-Kucher &Partner. Retrieved June, 2022 from https://www.si-mon-kucher.com/en/blog/its-product-world-evolution-subscription-economy
9. Cavusgil, S.T., Chan, K. & Zhang, C. 2003. Strategic orientations in export pricing: A clustering approach to create firm taxonomies. Journal of International Marketing, 11(1): 47–72
10. Chen, T., Fenyo, K., Yang, S. & Zhang, J. 2018. Thinking inside the subscription box: New research on e-commerce consumers. McKinsey & Company, 1-9
11. Chesbrough, H. & Rosenbloom, R. S. 2002. The role of the business model in capturing value from innovation: Evidence from Xerox Corporation’s technology spin-off companies. Industrial and Corporate Change, 11(3): 529-555
12. Eisenhardt, K. M. 1989. Building theories from case study research. Academy of Management Review, 14(4): 532-550
13. Francesco, L., Petruzzelli, A. M. & Panniello U. 2021. Business model innovation in video-game consoles to face the threats of mobile gaming: Evidence from the case of SONY PlayStation. Technological Forecasting & Social Change, 174:1-11
14. Frederikke, A. F. & Fong, J. 2019. Powering the subscription economy: The application of subscription-based business models in a business setting with increased customer-centric focus. Copenhagen Business School, 1-116
15. Fritscher, B. & Pigneur, Y. 2009. Supporting business model modeling: A compromise between creativity and constraints. Lecture Notes in Computer Science, 5963: 28-43
16. Guiltinan, J. P. 1987. The price bundling of services: A normative framework. Journal of Marketing, 51(2): 74-85
17. Harmon, R., Raffo, D. & Faulk, S. 2005. Value-based pricing for new software products: Strategy insights for developers. Proc. Portland Int. Conf. Manag. Eng. Technol, 2004: 1–24.
18. Harmon, R., Demirkan, H., Hefley, B. & Auseklis, N. 2009. Pricing strategies for information technology services: A value-based approach. IEEE
19. Helmold, M. 2020. Total revenue management. Management for Professionals, (4): 43-59
20. Hermann, S., & Martin, F. 2019. Price management.
21. Hines, P. 2020. Why Microsoft is the perfect fit.
22. Ingenbleek, P., Debruyne, M., Frambach, R. T. & Verhallen, T. M. 2003. Successful new product pricing practices: A contingency approach. Marketing Letters, 14: 289-305
23. Johnson, M. W., Christensen C. M. & Kagermann H. 2008. Reinventing your business model. Harvard Business Review, 86(12): 58-68
24. Kortge, G. D. & Okonkwo, P. A. 1993. Perceived value approach to pricing. Industrial Marketing Management, 22(2): 133-140
25. Magretta, J. 2002. Why business models matter. Harvard Business Review, 80(5): 86-92
26. Masanell, R. C. & Ricart, J. E. 2010. From strategy to business models and onto tactics. Long Range Planning, 43(2-3): 195-215
27. Mikael, S. 2021. The subscription payment model in the games industry. KTH Industrial Engineering and Management
28. Morris, M., Schindehutte, M. & Allen, J. 2005. The entrepreneur’s business model: Toward a unified perspective. Journal of Business Research, 58: 726–735
29. Osterwalder, A. & Pigneur, Y. 2002. An e-business model ontology for modeling e-business. BLED Proceedings, 2002: 75-91
30. Osterwalder, A., Pigneur, Y. & Tucci, C. L. 2005. Clarifying business models: Origins, present, and future of the concept. Communications of the Association for Information Systems, 16: 1-25
31. Pujol, N. 2010. Freemium: attributes of an emerging business model. Retrieved June, 2022 from https://ssrn.com/abstract=1718663
32. Schuh, G., Frank, J., Jussen P. & Rix, C. 2018. Monetizing industry 4.0: Design principles for subscription business in the manufacturing industry. IEEE
33. Stabell, C. B. & Fjeldstad, D. 1998. Configuring value for competitive advantage: On chains, shops, and networks. Strategic Management Journal, 19(5): 413-437
34. Statista. 2021. Consumer spending on video game subscriptions worldwide from 2020 to 2025. Retrieved June, 2022 from https:statista.com/statistics/1240333/consumer-spending-video-game-subscriptions/
35. Stefan, S. & Gerard, J. T. 2002. Strategic bundling of products and prices: A new synthesis for marketing. Journal of Marketing, 66(1): 55-72
36. Teece, D. J. 2010. Business models, business strategy and innovation. Long Range Planning, 43(2-3): 172-194
37. Thompson, J. D. 1967. Organizations in action: Social science bases of administrative theory.
38. Timmers, P. 1998. Business models for electronic markets. Electronic Markets, 8(2): 3-8
39. Warrillow, J. 2015. The automatic customer: creating a subscription business in any industry.
40. Wirtz, B. W., Pistoia, A., Ullrich, S. & Gottel, V. 2016. Business models: Origin, development and future research perspectives. Long Range Planning, 49(1): 36-54
41. Yadav, M. S. & Monroe, K. B. 1993. How buyers perceive savings in a bundle price: An examination of a bundle`s transaction value. Journal of Marketing Research, 30(3): 350-358
42. Yin, R. K. 1994. Discovering the future of the case study method in evaluation research. American Journal of Evaluation, 15(3): 283-29
二、中文文獻
1. PlayStation Plus臺灣官方網站。https://www.playstation.com/zh-hant-tw/ps-plus/。搜尋日期：2022年6月。
2. Xbox Game Pass臺灣官方網站。https://www.xbox.com/zh-TW/xbox-game-pass。搜尋日期：2022年6月。
3. 小治，2022。遊戲訂閱制戰爭，誰最有誠意？－索尼正式參戰，選擇更多元。T客邦。https://www.techbang.com/posts/96896-who-has-the-most-sincerity-in-the-game-subscription-based-war。搜尋日期：2022年6月。
4. 朱柔若譯，Lawrence, N. W. 著，2000。社會研究方法—質化與量化取向。臺北市：揚智文化。
5. 吳凱琳譯，Tzuo, T. & Weisert, G. 著，2018。訂閱經濟：如何用最強商業模式，開啟全新服務商機。臺北市：天下雜誌股份有限公司。
6. 閏土的遊戲日常，2018。歷代遊戲機盤點，家用遊戲機發展史，你玩過哪一款？ 每日頭條。https://kknews.cc/zh-tw/digital/n9b88l5.html。搜尋日期：2022年6月。
7. 陳萬淇，1992。個案研究法。臺北市：華泰文化事業股份有限公司。
8. 詹湘琪，2023。Switch銷量受晶片荒打擊大減，仍超越Game Boy成世界第三暢銷主機。The News Lens。https://www.thenewslens.com/article/179421。搜尋日期：2023年3月。
9. 葉至誠、葉立誠，2000。研究方法與論文寫作。新北市：商鼎文化。
10. 劉復苓譯，Patrick, V. D. P. 著，2021。商業模式轉型：價值創新的六大途徑。臺北市：天下雜誌股份有限公司。
描述 碩士
國立政治大學
科技管理與智慧財產研究所
109364127
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109364127
資料類型 thesis
dc.contributor.advisor 邱奕嘉zh_TW
dc.contributor.advisor Chiu, Yi-Chiaen_US
dc.contributor.author (Authors) 王子豪zh_TW
dc.contributor.author (Authors) Wang, Tzu-Haoen_US
dc.creator (作者) 王子豪zh_TW
dc.creator (作者) Wang, Tzu-Haoen_US
dc.date (日期) 2023en_US
dc.date.accessioned 6-Apr-2023 18:04:42 (UTC+8)-
dc.date.available 6-Apr-2023 18:04:42 (UTC+8)-
dc.date.issued (上傳時間) 6-Apr-2023 18:04:42 (UTC+8)-
dc.identifier (Other Identifiers) G0109364127en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=163450-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 109364127zh_TW
dc.description.abstract (摘要) 眾所周知地，各影音娛樂平台採用訂閱類型的商業模式已行之有年，並從中獲取了不少利潤，舉凡Netflix、Spotify與Youtube等平台的訂閱制都是十分成功的案例，可以說是「訂閱經濟」的最佳體現與代表。而有鑑於影音娛樂平台發展訂閱制商業模式的成功，近年來不同產業中的企業紛紛加以效法，著手研擬適合於該產業的訂閱服務策略，期望透過商業模式轉型的方式，為其用戶帶來並傳遞服務價值，一方面提高營運效率、追求長期性的獲利，一方面也能將創新的元素注入組織。
商業模式由產品導向轉換為服務導向是「訂閱經濟」的核心所在，在過往傳統企業的商業模式中，產品與成本往往是管理者獲利的首要考量，而現今發展訂閱制的企業則會聚焦於如何提升服務的附加價值，進而讓「顧客」轉換成「用戶」與「訂戶」，非一次性的消費者。承述前段，欲發展訂閱策略的眾企業必然會經過商業模式轉型的過程，尤其由產品導向轉換至服務導向者甚多，並具有研究價值。
本研究將以遊戲主機產業中的Microsoft與SONY為對象，以個案分析的研究方式深入探討其自建平台、發展訂閱制，至產品導向至服務導向的商業模式轉型歷程，試圖加以歸類其轉型的模式；個案企業經商業模式轉型後，原有產品的價格與新型態服務的訂價方法自然不同，故針對訂閱服務的訂價策略變化亦是本研究的討論重點，期望能藉由文獻資料整理出個案企業現行主要的訂價策略；在商業模式與訂價策略改變的雙重條件下，個案企業自然會遭遇不同的困難與挑戰，基於分析結果，本研究試圖將可能產生的問題一一找出，期望能發揮實務上的貢獻，提供欲進行商業模式轉型之企業參考，從而思考解決方法，甚至進一步避免問題的發生。		zh_TW
dc.description.abstract (摘要) Various audio entertainment platforms have adopted the subscription-type business model for a long time, and have obtained a lot of profits from it. For example, the subscription systems of Netflix, Spotify, Youtube. In view of the success of these platforms, companies in different industries started to formulate subscription strategies, hoping to transform its business model, delivering the service value to their customers. Also, be able to improve efficiency and pursue long-term profits, and do innovation.
The transformation of the business model from product-oriented to service-oriented is the core of the "subscription economy". The business model in the past, costs were often the primary considerations to make profits, but today`s companies that want to develop subscription services will focus on enhancing the value of services, so that "customers" can be converted into "users" and "subscribers". As mentioned, companies that want to develop subscription strategies will go through the process of business model transformation, especially from product-oriented to service-oriented, which is worth to research.
This study will take the console game industry, Microsoft and SONY as objects, discussing their platforms, development of subscription, and product-oriented to service-oriented business model transformation by case study, trying to classify the process. After transformation, the pricing strategies will be different, so the changes of the pricing strategies for subscription is also the focus. Under the changes in business models and pricing strategies, companies will encounter challenges. This study attempts to find out the problems, hoping to make contributions and provide reference for companies that want to transform their business models, so as to think about solutions, further avoid problems.		en_US
dc.description.tableofcontents 致謝辭 ... i
摘要 ... ii
圖目次 ... vi
表目次 ... vii
第一章 緒論 ... 1
第一節 研究背景與動機 ... 1
第二節 研究問題與目的 ... 4
第三節 研究流程 ... 5
第二章 文獻探討 ... 6
第一節 訂閱經濟 ... 6
第二節 商業模式 ... 13
第三節 訂價策略 ...20
第三章 研究設計 ... 29
第一節 研究方法 ...29
第二節 個案選擇 ... 30
第四章 個案分析 ... 32
第一節 Microsoft個案分析 ...32
第二節 SONY個案分析 ... 37
第三節 整體績效表現 ... 43
第四節 商業模式分析 ... 43
第五節 價值配置分析 ... 54
第五章 訂價策略分析 ... 56
第一節 訂價策略導向 ... 56
第二節 主要訂價策略 ... 59
第三節 困難與挑戰 ... 62
第六章 結論與建議 ... 64
第一節 研究發現 ... 64
第二節 研究命題 ... 67
第三節 研究結論 ... 68
第四節 後續建議 ... 71
第五節 研究限制 ... 72
參考資料 ... 73		zh_TW
dc.format.extent 3415262 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109364127en_US
dc.subject (關鍵詞) 訂閱經濟zh_TW
dc.subject (關鍵詞) 商業模式轉型zh_TW
dc.subject (關鍵詞) 訂價策略zh_TW
dc.subject (關鍵詞) 微軟zh_TW
dc.subject (關鍵詞) 索尼zh_TW
dc.subject (關鍵詞) Subscriptionen_US
dc.subject (關鍵詞) Business model transformationen_US
dc.subject (關鍵詞) Pricingen_US
dc.subject (關鍵詞) Microsoften_US
dc.subject (關鍵詞) SONYen_US
dc.title (題名) 訂閱制下商業模式的轉變：以 Microsoft 和 SONY 為例zh_TW
dc.title (題名) A Case Study on the Transformation of Subscription Business Modelsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、英文文獻
1. Adam, W. J. & Yellen, J. L. 1976. Commodity bundling and the burden of monopoly. The Quarterly Journal of Economics, 90(3): 475-498
2. Amit, R. & Zott, C. 2001. Value creation in e-business. Strategic Management Journal, 22(6-7): 493-520
3. Amit, R. & Zott, C. 2010. Business model innovation: Creating value in times of change. IESE Business School Working Paper, 870: 1-15
4. Amit, R., Zott, C. & Massa, L. 2011. The business model: Recent developments and future research. Journal of Management, 37(4): 1019-1042
5. Andreas, H. 2008. Customer value-based pricing strategies: Why companies resist. Journal of Business Strategy, 29(4): 41-50
6. Baden-Fuller, C. & Morgan, M. S. 2010. Business models as models. Long Range Planning, 43(2-3): 156-171
7. Bellman, R., Clark, C. E., Malcolm, D. G., Craft, C. J. & Ricciardi, F. M. 1957. On the construction of a multi-stage, multi-person business game. Operations Research, 5(4): 457-608
8. Billige, M. & Harwood, G. 2018. It’s a product world: The evolution of the subscription economy. Simon-Kucher &Partner. Retrieved June, 2022 from https://www.si-mon-kucher.com/en/blog/its-product-world-evolution-subscription-economy
9. Cavusgil, S.T., Chan, K. & Zhang, C. 2003. Strategic orientations in export pricing: A clustering approach to create firm taxonomies. Journal of International Marketing, 11(1): 47–72
10. Chen, T., Fenyo, K., Yang, S. & Zhang, J. 2018. Thinking inside the subscription box: New research on e-commerce consumers. McKinsey & Company, 1-9
11. Chesbrough, H. & Rosenbloom, R. S. 2002. The role of the business model in capturing value from innovation: Evidence from Xerox Corporation’s technology spin-off companies. Industrial and Corporate Change, 11(3): 529-555
12. Eisenhardt, K. M. 1989. Building theories from case study research. Academy of Management Review, 14(4): 532-550
13. Francesco, L., Petruzzelli, A. M. & Panniello U. 2021. Business model innovation in video-game consoles to face the threats of mobile gaming: Evidence from the case of SONY PlayStation. Technological Forecasting & Social Change, 174:1-11
14. Frederikke, A. F. & Fong, J. 2019. Powering the subscription economy: The application of subscription-based business models in a business setting with increased customer-centric focus. Copenhagen Business School, 1-116
15. Fritscher, B. & Pigneur, Y. 2009. Supporting business model modeling: A compromise between creativity and constraints. Lecture Notes in Computer Science, 5963: 28-43
16. Guiltinan, J. P. 1987. The price bundling of services: A normative framework. Journal of Marketing, 51(2): 74-85
17. Harmon, R., Raffo, D. & Faulk, S. 2005. Value-based pricing for new software products: Strategy insights for developers. Proc. Portland Int. Conf. Manag. Eng. Technol, 2004: 1–24.
18. Harmon, R., Demirkan, H., Hefley, B. & Auseklis, N. 2009. Pricing strategies for information technology services: A value-based approach. IEEE
19. Helmold, M. 2020. Total revenue management. Management for Professionals, (4): 43-59
20. Hermann, S., & Martin, F. 2019. Price management.
21. Hines, P. 2020. Why Microsoft is the perfect fit.
22. Ingenbleek, P., Debruyne, M., Frambach, R. T. & Verhallen, T. M. 2003. Successful new product pricing practices: A contingency approach. Marketing Letters, 14: 289-305
23. Johnson, M. W., Christensen C. M. & Kagermann H. 2008. Reinventing your business model. Harvard Business Review, 86(12): 58-68
24. Kortge, G. D. & Okonkwo, P. A. 1993. Perceived value approach to pricing. Industrial Marketing Management, 22(2): 133-140
25. Magretta, J. 2002. Why business models matter. Harvard Business Review, 80(5): 86-92
26. Masanell, R. C. & Ricart, J. E. 2010. From strategy to business models and onto tactics. Long Range Planning, 43(2-3): 195-215
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