氣象服務之顧客經營與定價策略

氣象服務乃是以氣象觀測之開放資料為基礎，經過專業氣象模式做模擬運算，再透過專業天氣分析師的人工校驗與判斷，最後根據客戶之需求做各種客製化加值而產出之氣象預測報告。氣象服務可減少企業肇因於不良天氣的損失，並藉由對未來天氣的掌握而增加收益。受到氣候變遷與溫室氣體效應的影響，劇烈天災與異常天氣愈趨頻繁，氣象服務的市場勢必將逐漸成長，因此氣象服務之定價模式亦必須隨之而有創新的策略。本研究將探討天氣高敏感度之產業在臺灣氣象市場的需求，進而分析各產業之顧客關係經營（CRM）模式，最後由氣象服務為顧客創造之價值面向，建立氣象服務之創新定價策略。

關鍵字

天氣；氣象服務；氣象公司；天氣風險；氣候變遷；定價

並列摘要

Weather service is a kind of professional service. This service is generated from weather open data, computed by weather model, adjusted by professional weather analysts; and eventually provides customized values for enterprises on a specific weather forecast. Weather service not only helps businesses to reduce the loss from bad weather, but increases the revenue through the forecast of weather conditions. Due to radical climate change and Greenhouse Gas, severe disasters and abnormal weather tends to be frequent, the needs of weather service is growing. Therefore, it is necessary to explore how a weather service company providing a better customer management and pricing solution companies. The purpose of this study is as follows. First, this study discusses the demand of Taiwan weather market by using the economic sensitivity of industry. Second, to the present study analyzes the customer relationship management (CRM) for various industries. Finally, this study proposes a tentative value-based pricing strategy for weather service companies.

並列關鍵字

weather ； weather service ； weather company ； weather risk ； climate change ； pricing

參考文獻

謝綺蓉譯，1998，《80/20法則》，台北市，大塊文化。譯自Richard Koch. The 80/20 Principle: The Secret to Achieving More with Less. United States: Crown Business. 1999.

Jeffrey K. Lazo, Megan L., Peter H. L., Donald M. W..2011. “U.S. Economic Sensitivity to Weather Variability.” American Meteorological Society, June: 709-720

Richard Thaler.1985. “Mental Accounting and Consumer Choice.” Marketing Science, Summer: Vol. 4, No. 3, 199-214.

壹、網站部分

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中央氣象局網站：http://www.cwb.gov.tw/

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氣象服務之顧客經營與定價策略

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