客戶關係管理的SaaS (Software as a Service)經營模式及競爭策略之探討- 以Salesforce.com為例

A Study about CRM SaaS(Software as a Service) Business Models and Competitive Advantages –Salesforce.com Case Study

蕭崑龍(Kun-Lung Hsiao)

指導教授 ： 陳文華

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10201

摘要

本論文探討CRM SaaS(Software as a Service)的經營模式與競爭策略。Salesforce.com是CRM SaaS領域的市場領導者，同時也成為SaaS的代名詞，本論文將以Salesforce.com作為案例來分析。本研究同時對Salesforce.com的高階主管及五家台灣地區客戶的高階主管進行深度訪談。
訪談結果顯示台灣地區的客戶對於CRM軟體，重視的不外乎是成本、風險以及客製化需求的考量。Salesforce.com能夠在SaaS領域中成功，除了其創新的經營模式，成為此領域的先進者，滿足客戶對於成本、風險以及客製化的需求，並建立了成功的經驗與口碑之外，加上完整的行銷策略，包括：品牌策略、免費試用策略、第三方元件提供者策略，以及不斷創新與研發的能力，才能夠讓Salesforce.com在此產業中持續成功。
本研究建議，台灣軟體廠商若想要進入SaaS的模式，最重要的是能夠聚焦於某一利基市場，並加強產品的研發與創新。由於台灣廠商在華文軟體市場上仍然具有競爭優勢，加上與中國大陸共通語言的優勢，若採取與國外SaaS廠商合作，將可以共同開發台灣或中國市場，創造另外一個獲利模式。

關鍵字

CRM ； 客戶關係管理 ； SaaS ； 軟體服務化 ； Saleforce.com ； On-Demand ； ASP

並列摘要

This thesis will discuss about the SaaS(Software as a Service) business models and its competitive advanges. Salesforce.com is the market leader of SaaS service provider in the CRM area, and will be used as the case study for this thesis. Senior management of Salesforce.com and Salesforce.com clients were interviewed for this study. The interview result shows the customers in Taiwan concern mainly on the financial flexibility, time to market, implementation risk and customization. Salesforce.com is successful in SaaS, because it has innovative business models and is the first mover in this industry. Salesforce.com has good marketing strategy, including branding strategy, free trial strategy, independent software vendor strategy and its innovative research capability. That’s why Salesforce.com can continue to be successful. Our reseach suggests Taiwan software company must focus on the niche market, and enhance product’s innovation. Because Taiwan and China speaks the same language and have similar culture. If Taiwan soforware companies can cooperate with foreign SaaS companies, there will good chance for them to penetrate into the China market and be successful.

並列關鍵字

SaaS ； Software as a Service ； CRM ； Salesforce.com ； ASP ； On-Demand

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