訂閱經濟發展之個案研析-以PressPlay為例

A Case Study of Subscription Economy

陳雅琳(Chen Ya-Lin)

指導教授 ： 邱奕嘉

國立政治大學/商學院/科技管理與智慧財產研究所/碩士(2019年)

https://doi.org/10.6814/NCCU201900206

摘要

2008 年，Zuora 的創辦人兼執行長左軒霆(Tien Tzuo)提出「訂閱經濟(Subscription Economy)」，用以描述企業與商業模式從產品導向轉變為顧客導向的全新時代。時至今日，5 大科技巨頭 FAANG (Facebook、Amazon、Apple、Netflix、Google)、串流音樂平台 Spotify、軟體大廠 Adobe，這些快速崛起的企業都不約而同採用訂閱商業模式獲利，抑或是有部分收入來源取自訂戶。訂閱服務概念正在各個產業快速蔓延，消費者越來越青睞訂閱模式，預示著訂閱經濟的到來。
雖然訂閱模式在實務方面有諸多成功先例，但面對此一新經濟型態，目前學術界研究仍付之闕如，而產業人員對其理解多半以一斑而推全貌，尚未有完整探討，令許多想轉型訂閱制的企業進入誤區。有鑑於此，本研究擬藉由剖析訂閱經濟發展脈絡，探討新型態訂閱制與訂閱制企業之特性，並為欲轉型訂閱制的企業，提供一系統性運作框架。
內容付費訂閱平台 PressPlay 為轉型訂閱制企業的成功案例。藉由轉型訂閱制，PressPlay 擺脫原本競爭激烈的商業環境，取得穩定成長的營收，因此本研究以 PressPlay 為個案研究對象，探討轉型訂閱制於 PressPlay 商業模式上的轉變，並進而驗證本研究提供之運作框架，協助訂閱制企業了解其在訂閱經濟中所扮演的角色與定位，並為欲轉型訂閱制的企業掌握訂閱商機，提升附加價值。

關鍵字

訂閱經濟 ； 訂閱模式 ； 訂閱制企業

並列摘要

In 2008, Tien Tzuo, Zuora's founder and CEO, coined a phase called “subscription economy” to describe a new era in which the business model shifts from product orientation to customer orientation. Today, fast-growing companies including the top five technology giants FAANG (Facebook, Amazon, Apple, Netflix, Google), Spotify and Adobe, take advantage of the subscription business model to earn profit, or consider subscribing as a part of their revenue. The concept of subscription services is spreading rapidly in various industries, and consumers are increasingly favoring the subscription model, indicating the arrival of the subscription economy.
Although the subscription model has many successful precedents in practice, the academic research still has a lack of the new economy, and the industries haven’t understood it yet. Firms which want to transform to subscription model can easily go wrong. Because of it, the study intends to analyze the development of the subscription economy, explore the emergence of the new subscription model and the characteristics of the subscription-based business. Finally, the study will provide a systemic operational framework for companies which want to transform to the subscription business model.
PressPlay, as a subscription-based platform, is a successful case for subscription transformation. With the subscription model, PressPlay pulls ahead of its competition and achieves stable growth. Therefore, this study takes PressPlay as a case study to explore the subscription transformation of PressPlay, and then verify the operational framework in order to help the subscription-based business to understand their role and position in the subscription economy. For the firms which want to transform to the subscription business model, the study provides the opportunities to realize the subscription economy and enhance the added value.

並列關鍵字

Subscription economy ； Subscription business model ； Subscription-based business ； PressPlay

參考文獻

一、英文文獻

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