商用軟體銷售分析之研究

對於銷售商用軟體的公司而言，面對商用軟體市場的高度競爭，該如何有效強化本身銷售優勢進而提升營業額與毛利是各公司極為重要的議題。本論文從研究對象A公司的大型企業二部銷售數據中，統計交易資訊並探討其關聯性與研究營業額、毛利提升之方法。本研究採用個案分析法。分析個案自2014年起至2016年底共計8,758筆銷售商用軟體之數據。每筆交易包含類別、客戶銷售排名、人力資源、產品線數據等資料，利用各項數據交叉分析，研究本個案於銷售商用軟體時之重要因素。經本研究發現： 1. 為追求提升營業額與毛利，類別K、J、C此3產業為本個案最重要產業。其中類別K因金管會訂定之評估辦法，必須持續加強管控機制以及強化防禦入侵之能力，採購正版授權軟體與各原廠提出新版本汰除舊版本為基本作法，故營業額與毛利兩項目於本研究資料期間均持續成長。 2. SI案件為多項之軟、硬體設備與技術服務合併採購，此分類占本個案營業額62.2 ％，占總毛利76.3 ％。相較於其餘單一類型軟體銷售類，合併營業額總占比僅占37.8 ％，毛利僅占23.7 ％。SI案件為本個案最重要銷售類別。 3. 非微軟產品線不易提升營業額與毛利，微軟產品線為本個案最重要產品線。 4. 客戶類別K提供業務人員營業額與毛利占比較高，可搭配法規推展業務，做為本個案最主要之產業。經研究結果，提出本個案銷售策略與建議，能有效增加提升營業額與毛利： 1. 可分別依照銷售客戶類別、銷售產品、銷售人員項目為主軸，交叉分析多種組合，用以克服現行資料庫系統尚無法交叉比對之問題。 2. 軟體產業競爭激烈，台灣資訊服務軟體市場，以雲端服務最具成長性，本個案應酌情調整業務人員集中經營重要類別或精簡人力集中於高營業額與毛利產業，並加強培養雲端服務能力。 3. 可於新案件中多規劃SI銷售類型，且應同時包含本個案最擅長之微軟產品線於SI案件中，可確保強勢競爭力。

關鍵字

套裝軟體；銷售分析；系統整合案

並列摘要

In face of high competition from the commercial-use software, effective enhancement of their sales advantages in elevating revenue and profit; has become an import issue for each individual company. This study focuses on the methods of elevating revenue and profit, review of the connection between statistical transaction information collected from company A’s large enterprise second department sales data. This research adopts individual case analysis method to process the 8,758 sales data of commercial-use software from 2014 to 2016. Each entry of information includes category, client sales ranking, human resources and product line statistics. By implementing cross analysis of the available entries, the study investigates important factors in the sale of commercial-use software. Results show: 1. In the pursuit of higher revenue and profits, categories K, J and C are the most important industries for this case study. Since category K is subject to assessment regulations imposed by the FSC, continuous enforcement of control systems and anti-hacking abilities is required. Procurement of authorized software and proposing the upgrade from the old to the new has become a common practice. Thus, revenue and profits have continued to increase during the period of this study. 2. SI cases are procurements of multiple software/hardware equipment and technology service combined services. This category accounts for 62.2% of total revenue, 76.3% of profits. In contrast to the sales category of single type software, combined revenue, it accounts for 37.8% of total income and 2.7% of profit. SI cases are the most important categories for this case study. 3. Non-Microsoft products, it is difficult to enhance revenue and profits. Microsoft product lines are the case study’s most important product lines. 4. Clients from category K provide sales representatives with higher revenues and profits. It can collaborate with regulations to promote business development as the most important industry of this case study. Based on study results, sales strategy and suggestions are provided to effectively enhance revenue and profit: 1. Utilize client category, sales products and sales representatives as axis to undergo multiple combinations of cross analysis to solve to issue of current data bases being unable to undergo cross analysis. 2. Software industry is very competitive. In terms of Taiwan’s software markets, cloud services have the most growth potential. The study suggests sales representatives focus more on important industries or simplify labor distribution and solely focus on high revenue and profit industries as well as enhance cloud service abilities. 3. SI sales type can be implemented into the planning new cases, while simultaneously including Microsoft product lines to ensure the maintenance of competitiveness.