雲端虛擬機器定價與服務之研究-以台灣大學計算機及資訊網路中心為例

A Study on Pricing and Service for Cloud Virtual Machine – A Case of National Taiwan University Computer and Information Networking Center

吳景閔(Jing-Min Wu)

指導教授 ： 郭佳瑋

國立臺灣大學/管理學院/商學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.02258

摘要

隨著雲端運算、行動裝置與社群網路的興起，巨量資料分析開始受到產官學界的矚目，而巨量資料需要大量的硬體運算資源才有能力去分析，這已經不是傳統企業內部自建 IT 系統所仍維持的，因此衍生出雲端虛擬機器的服務，提供近似硬體底層環境架構的雲端服務。以市場的現況發展而言，大廠憑藉著規模經濟，創造較低服務成本，已先一步占有市場優勢，新進小廠該如何有效地瞭解客戶需求、創造差異化的價值、提供客製化服務給予客戶，突破大廠重圍，佔有一席之
地。若政府願意協助小廠發展雲端服務，對於小廠的商業模式又有何影響呢，這都引發了本文的研究興趣。
本研究以台灣大學計算機及資訊網路中心(簡稱台大計中)的 VM (Virtual Machine)服務為例，研究如何協助台大計中藉由成本會計的攤銷準則來釐清 VM 服務的成本結構，以及提供一套有系統及學理依據的價格策略幫助計中脫離過去無系統的價格策略引導方式，最後依據 NPV(Net Present Value)的投資準則告訴決策者此 VM 服務是否值得投資。面對未來的不確定性，本研究也針對幾項可能發生之情境做模擬分析，告知決策者未來須如何因應，以面對未來的臨時之變。為了更深入了解潛在客戶需求，本研究也針對潛在客戶做半結構的訪談，詢問客戶對於雲端 VM 服務的需求與看法，從訪談的結果得知，價格對於客戶來說並非第一考量，只要廠商能提供「合理」的價格，客戶就有意願使用雲端 VM 服務，但必須滿足客戶的某些需求，例如客製化的作業環境、運算的精確性、快速的網路頻寬、良善的排程規劃、開放某些管理權限、大量且可負擔的儲存空間。

關鍵字

虛擬機器；雲端服務平台；計價模式；淨現值；半結構訪談

並列摘要

With the rising of cloud computing, mobile device and social network, big data analysis has been gradually gotten a lot of attention by enterprise, government and academia.
Big data is capable of analyzing with abundant computing resource. However, the demand for computing resource isn’t sustainable to establish IT system oneself. That results in the demand of cloud virtual machine which provides a cloud service such as infrastructure system. In recent market development, big companies create a lower service cost with economic scale and have gotten the competitive advantage first. How do small companies get a stable market share by efficiently knowing its customer demand, creating differential value and customizing service? If the Government is willing to help small companies develop cloud service, what happens to business model of small companies?
This research applies the tactic of revenue management on the virtual machine service of NTU Computer and Information Networking Center. We not only assist decision-makers to clarify cost structure of virtual machine service with the
amortization rule in cost accounting, but also provide a series of pricing strategies that is systematic and theoretical.Consequently, we inform decision-makers whether the investment is worth of investing on the basis of NPV. When facing the uncertainty in near future, we conduct a simulation of some possible scenarios to tell decision-makers some tips.On the purpose of deeply understanding potential customers demand, we also conduct a semi-structured interview with potential customers to ask them about their demand and perspective on cloud virtual machine. According to our interview result, the price which the provider makes isn’t the top one issue. Customers are willing to use cloud virtual machine service if the provider can provide a reasonable price for them and meet some need such as customizing operation environment,computing accuracy,fast network bandwidth,great operation planning, opening some management authority and a lot of affordable storage.

並列關鍵字

Virtual machine；Cloud service platform；Pricing；Net present value；Semi-structured interview

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