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趨勢網路
NO.691
訂閱經濟來了
從提供一次產品變身永久服務的新商業模式
推出產品、進行行銷、銀貨兩訖是我們熟悉不過的經營模式。雖然我們隱隱約約覺得要留住老顧客、要增加顧客終身價值,卻始終不得其法。而今,不管你來不來得及跟上,訂閱模式已經帶來全新的解答。
作者:左軒霆
2018-10-10 /  8332  15
輕鬆聽大師
媒體創意人 俞國定導讀
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目 錄 導 讀 付費內容 延伸閱讀

Chapter 1

究竟什麼是訂閱經濟?

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訂閱制商業模式正在快速改變幾乎全球每一個產業。提供管道讓大眾取得你的產品或服務的好處,而不僅僅是擁有它們的做法是如此有力,理所當然將成為未來每一家公司經營事業的方式。一旦顧客發現可以得到想要的結果,但再也不必擔心處理實體的問題,需求就會大增,新的收入來源也會開始湧進。這正是商業的未來。


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Chapter 1

What exactly is the Subscription Economy?

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The subscription business model is rapidly transforming pretty much every industry on the planet. The advantages of offering people access to the benefits of your product or service rather than mere ownership are so compelling that logically this will be the way everyone does business in the future. Once customers realize they can get the outcomes they want without having to worry about owning physical assets anymore, demand will soar and new revenue streams will start flowing. This is the future of business.


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1
2000年名列《財富》500大企業的公司中,超過一半以上已不復存在,取而代之的是Amazon、Apple、Google、Facebook與Netflix。這些新霸主全都有兩個共通點──他們都不曾把自己當成產品公司,而是利用數位科技,全心全意和顧客培養直接的關係。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
More than half of the companies which appeared on the Fortune 500 list in the year 2000 are now gone. In their place have come companies like Amazon, Apple, Google, Facebook and Netflix. These new entrants all have two things in common – they have never thought of themselves as product companies and they focus relentlessly on building direct relationships with their customers using digital technology.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
迪士尼等傳統公司一般透過沃爾瑪等經銷管道販售自家產品,這樣做的問題是民眾在當地的沃爾瑪購買迪士尼產品時,他們是沃爾瑪的顧客,不是迪士尼的顧客。這點相當重要,因為今日的顧客變得不一樣了,他們重視結果勝過擁有;喜歡客製化,不要標準化;喜歡見到不斷改善,不喜歡計畫性汰舊。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
Old school companies like Disney typically sold their products through channels of distribution like Walmart. The only problem with that dynamic is when people buy Disney products at their local Walmart, they are Walmart customers, not Disney customers. And that's significant because today's customers are different. They prefer outcomes over ownership, customization over standardization and constant improvement rather than planned obsolescence.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
全球各地的市場接連出現重大改變。從前的商業模式重視「把產品推到市場上」,接著盡量衝高銷售量,追求規模經濟的好處。你力拼銷售管道,只要東西賣出去了,你不在乎買家究竟是誰。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
In market after market around the world, big changes are happening. The old model of business was to focus on "getting a product to market" and then selling as many units as possible in order to enjoy economies of scale. You maximized sales channels and really didn't care who brought them as long as your stuff sold.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
今日最成功的公司則從顧客下手,去顧客所在的管道,竭力得知一切與顧客有關的事,接著提供恰當的客製化服務,提供顧客在乎的結果。新的商業模式是與你的訂戶擁有不斷循環的動態關係,這些公司抱持的是以客為尊的心態。



感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Today's most successful companies start with the customer. They go to the channels where their customers are, learn as much as possible about them and then deliver them the right mix of customized services to generate the outcomes they care about. The new business model is to have a circular, dynamic ongoing relationship with your subscribers. These companies have a customer-centric mindset.



感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「重大轉變即將來臨。如果不在接下來5到10年,好好認識你的顧客是誰,你會失敗。小型新創公司正在打敗大企業,只因為小公司知道自己在賣東西給誰。價值80兆美元的經濟正在等著你。能夠走得遠的公司,懂得追隨顧客,不會等著顧客追隨自己。企業若是了解顧客想要什麼以及他們希望如何取得,將能勝過其他耗費大量時間與精力,打造自以為是好產品,然後又花同樣大量的時間與精力,試圖說服人們購買的公司。」 ──左軒霆 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"Big changes are coming. If you don't find out who your customers are in the next five to ten years, you will fail. Smaller start-ups are taking down huge enterprises simply because they know who they are selling to. The entire $80 trillion economy is up for grabs. Companies that survive over a long period of time follow their customers; they do not expect customers to follow them. Companies that know what their customers want, and how they want it, will succeed over companies that spend a lot of time and effort creating a product they think is a good idea, then spend equal amounts of time and effort trying to persuade people to buy it." – Tien Tzuo 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

5
舊的商業模式之所以會在現在這個時間點轉換至新的商業模式,主要原因是數位訂閱制帶來大量訂戶資料。企業如今能夠使用那些資料,提供客製化的服務,而不是只能靠一體適用。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
The main reason why the change from the old business model to the new is happening right now is the fact digital subscriptions generate a huge amount of data about subscribers. Companies can now use that data to customize the services they deliver rather than relying on one-size-fits-all.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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