臺灣博碩士論文加值系統

隨著科技進步，產品或服務放大規模時之邊際成本越來越低，採用免費增值(Freemium)商業模式的企業愈趨普遍，從雲端服務軟體到音樂平台，陸續出現像是Dropbox、Spotify這樣的成功案例，但也有更多陷入不斷燒錢，卻始終無法轉虧為盈的泥沼中的創業家。本研究透過深入檢視企業如何利用免費增值模式來迅速擴大用戶規模、甚至獲利，並採用多個案研究法，從中歸納出免費增值模式之共通性，再與失敗案例做比較，歸納出以下幾個發現：
(1)免費增值模式的動機分成外在市場競爭的壓力，及企業想要快速集眾的內在需求；(2)免費增值模式普遍有大量用戶基礎、低轉換率、及以月費為主要收費方式的特色；(3) 免費增值之成功案例最主要的經營策略包含能快速集眾、提高轉換率。
本文最後將重要發現歸納成免費增值模式的三個發展階段並對未來研究方向提供一些建議。

As the big success of Dropbox and Spotify thrills the market, the future of freemium model seems so promising that no one really try to figuring it out how it operates before entering. Entrepreneur just thrive to join the world made of free and try to apply freemium as their business model but end up into a costly trap. Although the marginal cost sharply reducing due to fast developing technology, star-ups still can’t conquer the threat of new “Free” world.
Through collecting and deeply study of successful businesses who mastered with freemium model case by case and comparing with the failure cases as contrary, this paper sum up with three important points as follows:
(1) There are two different motivates for using freemium model. First, forced by the competitive market to go with freemium. Second, the inner motivates of enterprise to go viral and be big.
(2) There are three characteristics of freemium model which are low conversion rate, millions of users, and fixed monthly fee.
(3) The main significant strategies include gathering users as fast as possible and elevating conversion rate.
The paper concludes these key findings into a three-stage-developing-model for freemium model and suggest some directions for future research.

誌謝 II
中文摘要 III
英文摘要 IV
目錄 V
表目錄 VIII
圖目錄 IX
第一章、 緒論 1
1.1 研究背景與動機 1
1.2 研究課題與目的 2
1.3 研究流程與架構 2
第二章、 文獻探討 4
2.1 商業模式 4
2.2免費的定義與分類 5
2.1.1 免費增值的出現 8
2.1.2 免費增值模式的特色 9
第三章、 研究方法 12
3.1 多個案研究法 12
3.2 個案選擇 13
第四章、 個案分析 14
4.1 音樂串流產業 14
4.1.1 Spotify 17
4.1.2 Apple Music 20
4.1.3 Pandora Radio 22
4.1.4 iHeartRadio 25
4.1.5 SoundCloud 27
4.6 Tidal 29
4.2 雲端空間服務產業 29
4.2.1 Dropbox 33
4.2.2 Box 36
4.2.3 Google雲端硬碟 37
4.2.4 One Drive 38
4.3 其他產業 38
4.3.1 LinkedIn 38
4.3.2 Evernote 39
4.3.3 Slack 40
4.3.4 Flickr 41
4.3.5 Everpix 42
第五章、 結果與討論 44
5.1採用免費增值模式的動機 44
5.1.1外在動機：免費市場的競爭 44
5.1.2 內在動機：快速集眾 45
5.2 免費增值模式的特色 46
5.2.1 低轉換率 46
5.2.2 大量用戶 47
5.2.3 收取固定費用 48
5.3 免費增值的經營策略 48
5.3.1 快速集眾 48
5.3.2 提高轉換率 52
5.3.3 其他經營策略 55
5.3.4 獲利 56
第六章、 結論 58
6.1研究發現綜整 58
6.1.1 免費增值前的準備 58
6.1.2免增值模式的三個發展階段 59
6.2 產業的應用 60
6.3 研究限制及對未來研究之建議 61
參考文獻 63

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