臺灣博碩士論文加值系統

雲端服務的發展已邁入第20個年頭，隨著技術與市場的成熟，普及率逐年攀升。國際調研機構表示，雲端軟體即服務（Software as a Service，SaaS）解決方案正持續成長，越來越多軟體廠商以SaaS方式提供服務，而企業也同意選擇以雲端方式進行軟體採購。就雲端服務供需雙方，服務提供者必須瞭解產品核心優勢，進而制訂適當的服務定價模式與策略；同樣地使用者必須先了解各種定價模式的差異，以便找出切合實際需求的計費方案。然而，目前對於雲端軟體服務定價之研究著重於定價模型的分類、定義以及理論型定價模型推導，缺乏以供應商定價策略與使用者需求決策角度進行之深入研究。
為補足以此學術研究缺口，本研究以雲端商業智慧服務為例，進行雲端軟體服務定價與需求歷程決策模式之研究。經由蒐集10個Cloud BI服務定價資料進行分析後，將SaaS定價歸納為訂閱、按需付費、免費增值與客製化定價四大類模式；進一步分析發現訂閱與按需付費是市場主流的定價模式，前者具備長期效益，後者則占有短期優勢。免費增值則適用於小型專案或部門，在無須支付任何費用的前提下使用雲端軟體服務，客製化定價是服務提供者與使用者之間的議價協商，也是與使用者建立長期合作關係的手段，因此沒有統一的定價基準。
此外，本研究以Cloud BI服務主流之訂閱模式深入分析SaaS可採行之定價策略。經分析市場滲透、使用者區隔與產品綑綁三種定價策略各有其優缺點，服務提供者應視自身實力與競爭條件，選擇符合企業目標的定價策略。最後，本研究基於採購決策漏斗理論發展出雲端軟體服務需求歷程決策模式，進一步分析出使用者於評估期、實驗期、少量應用期與大量導入期四個階段之需求歷程特徵與各階段建議選用之定價模式，依序為訂閱、按需付費、免費增值及客製化定價。

Cloud computing has entered its second decade and its prevalence is increasing year by year with the maturity of market and technology. According to the survey from global research firms, SaaS solution has continued to grow and more and more software companies provide cloud-based services and IT buyers spend on software license through cloudified pricing models. In order to find the right pricing solution, both service providers and users must understand the differences between various pricing models. Most of the past SaaS pricing researches only focus on model definition, classification, theoretical pricing model development and lack of the studies on cloud provider's pricing strategy and user's requirement process decision model.
In order to contribute to the research gap, this study attempted to deeply study the SaaS pricing and requirement process decision model for the cloud business intelligence service. After analyzing the pricing data collecting from 10 Cloud BI service providers, we classified the SaaS pricing into four categories: subscription, pay-as-you-go, freemium, and full custom pricing. Further analysis revealed that subscription and pay-as-you-go are the mainstream pricing models, the former has long-term benefits while the latter has short-term advantages. Freemium is applicable to small projects or groups that use cloud software services without paying any fees. Full custom pricing is a pricing negotiation between service providers and users, it is also a way to keep long-term relationships with users, so there is no standard rule for pricing.
Moreover, this study provides detailed adoption analysis for the pricing strategies of cloud software services that based on the mainstream subscription model of Cloud BI market. Each of market penetration, user segmentation and product bundling strategy has its own advantages and disadvantages. Service providers should choose the best pricing strategy that meets the business goals according to their own strength and competition conditions. Finally, this study extends the buying funnel theory by proposing cloud software service demand process decision model. This model includes four requirement process characteristics stages for users including initial evaluation, pilot project, implementation of focus-group, enterprise-wide implementation and recommended pricing model for each stage, such as subscription, pay-as-you-go, freemium and full custom pricing.

摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 2
第三節、 研究流程與章節架構 3
第二章、 文獻探討 4
第一節、 雲端商業智慧服務 4
第二節、 雲端軟體授權模式 5
第三節、 雲端服務定價模型 8
第三章、 研究方法 14
第一節、 研究步驟與方法 14
第二節、 樣本選擇方式 15
第三節、 資料蒐集方法 21
第四節、 資料分析方法 22
第四章、 資料蒐集成果 24
第一節、 Microsoft Power BI 24
第二節、 Tableau Online 26
第三節、 Qlik Sense Cloud 29
第四節、 Oracle Analytics Cloud 32
第五節、 IBM Cognos Analytics on Cloud 34
第六節、 SAP Analytics Cloud for BI 37
第七節、 Salesforce Einstein Analytics 39
第八節、 TIBCO Cloud Spotfire 40
第九節、 MicroStrategy on AWS 42
第十節、 Amazon QuickSight 44
第五章、 研究與分析 47
第一節、 定價模式分析 47
第二節、 定價策略分析 55
第三節、 需求歷程決策模式 62
第六章、 結論與建議 69
第一節、 研究結論與發現 69
第二節、 管理意涵 72
第三節、 研究限制 73
第四節、 後續研究與建議 73
參考文獻 74

圖目錄
圖1研究流程圖 3
圖2研究進行步驟及研究方法 15
圖3商業智慧及分析平台魔力象限圖 17
圖4 Tableau Online雲端服務定價頁面 22
圖5樣本公司每位使用者每個月訂閱價格分析圖 56
圖6自助服務等級（Levels of Self-Service) 57
圖7採購決策漏斗圖 64
圖8需求歷程決策模式分析架構 65
圖9 Microsoft Azure優惠升級至付費方案說明 67

表目錄
表1雲端軟體授權模式 6
表2雲端服務定價模型差異比較 9
表3 Gartner商業智慧及分析產品供應商評選條件 16
表4本研究樣本清單 20
表5 Microsoft Power BI各版本授權及定價方案 25
表6 Tableau Online各版本授權及定價方案 27
表7 Tableau Online按需付費（Pay-as-you-go）授權及定價方案 27
表8 Qlik Sense Cloud各版本授權及定價方案 30
表9 Qlik Sense按需付費（Pay-as-you-go）授權及定價方案 31
表10 Oracle分析雲各版本授權及定價方案 33
表11 Oracle分析雲各版本自備授權定價方案 34
表12 IBM Cognos Analytics on Cloud各版本授權及定價方案 36
表13 SAP Analytics Cloud各版本授權及定價方案 38
表14 Salesforce Einstein Analytics各版本授權及定價方案 40
表15 TIBCO Cloud Spotfire各版本授權及定價方案 41
表16 MicroStrategy on AWS各版本授權及定價方案 43
表17 Amazon QuickSight各版本授權及定價方案 46
表18企業軟體及SaaS定價模式 47
表19研究樣本定價模式分析彙整表 48
表20樣本公司定價模式差異分析表 52
表21樣本公司使用者區隔定價分析表 58
表22不同的綑綁形式及其定義 59
表23樣本公司捆綁式產品定價分析表 61
表24使用者需求歷程特徵及定價決策模式分析表 66
表25產品定價策略優劣利弊分析表 70
表26需求歷程決策模式分析表 71

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