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題 名 | 特波國際--產品服務模式從賣斷制到雲端訂閱制之策略整合=Top-BOSS--Strategic Integration of Product Service Model from Outright Sales to Cloud Subscription |
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作 者 | 楊神珠; 蕭世貴; 張四薰; | 書刊名 | 管理個案評論 |
卷 期 | 14:2 2023.12[民112.12] |
頁 次 | 頁73-100 |
分類號 | 496.1 |
關鍵詞 | 模擬教學; SaaS雲端訂閱服務; 賣斷制; 數位轉型; 馬鞍效應; PPM遷徒理論; Simulation teaching; SaaS cloud subscription service; Software as a service cloud subscription service; Outright sales; Digital transformation; Saddle effect; PPM migration theory; Push-pull-mooring migration theory; |
語 文 | 中文(Chinese) |
DOI | 10.30198/MCR.202312_14(2).0004 |
中文摘要 | 本研究聚焦於特波國際在數位轉型過程中的策略選擇與挑戰,探討公司如何將主要產品——商 業管理模擬實境決策系統 MBS,從 1.0 版的商品導向銷售模式 (永久授權模式),轉變至 2.0 版 的服務導向平台 (雲端訂閱制)。轉型過程中,商業模式從提供單一的商業管理模擬實境系統 MBS 產品,到提供整合的服務解決方案的策略轉變,但是,面臨教育機構採購制度所帶來的「馬 鞍效應」挑戰。本研究採用個案研究法,融合馬鞍效應與 PPM (推動-拉引-錨定) 遷徒理論,分 析如何在保持現有產品穩定銷售與推動新服務模式間找到平衡。研究發現,特波國際針對教育 與企業市場的不同需求,提供客制化產品和服務,並根據兩者的遷徒行為進行策略調整。這種 差異化策略展現在數位轉型過程中的適應性和市場創新。本研究為在數位化趨勢中尋求平衡與 創新的企業提供實踐洞見,並為數位轉型的學術研究增添理論視角。 |
英文摘要 | This study focuses on the strategic choices and challenges Top-BOSS International faced during its digital transformation. It explores how the company has transitioned its key product, the Business Management Simulation Reality System (MBS), from a product-oriented sales model (outright sales) in version 1.0 to a service-oriented platform (cloud subscription) in version 2.0. During this transformation, the business model shifted from offering a single MBS product to providing an integrated service solution. However, this shift was challenged by the 'saddle effect' arising from the procurement systems in educational institutions. Utilizing a case study approach and integrating the Saddle Effect with the Push-Pull-Mooring (PPM) migration theory, the study analyzes how to balance maintaining stable sales of existing products while promoting new service models. The findings reveal that Top-BOSS International caters to the distinct needs of the educational and corporate markets by offering customized products and services, adjusting strategies based on their migration behaviors. This differentiated strategy demonstrates adaptability and market innovation in the digital transformation process. This research provides practical insights for businesses seeking balance and innovation in digital trends, adding a theoretical perspective to the academic study of digital transformation. |
本系統中英文摘要資訊取自各篇刊載內容。