ASP營運策略之研究

Abstract

本論文主要是基於軟體產業的競爭激烈，以致軟體業者以成本為導向的競爭，造成經營困難，因此需要轉型為服務導向的經營模式，讓資訊委外服務變成是企業IT策略的一個重要的決策點，才能創造軟體的價值。 ASP是資訊委外服務的一項重要模式，本論文主要目的是研究ASP營運模式的策略，包括需求與供給這兩個構面。需求面營運策略首先要從客戶角度來分析對於客戶的價值在哪裡？可從平衡計分卡的財務、顧客、內部流程及學習與成長等四個構面的PKI來評估。而供給面的營運策略需要以營運模式的五元素來分析提供給客戶的價值主張、掌握利潤的模式。客戶的價值主張其實是由價值網路模式的「成本＋定價＋願意負擔的價格」所組合而成。 ASP服務的品質策略，包括軟體開發、系統營運及客戶服務等相關程序。企業唯有透過成熟與制度化的作業，才能同時降低人事成本與提供客戶穩定的服務水準。同時ASP業者需要扮演中立第三者角色與嚴守保密原則。 ASP的利潤模式是基於one-to-many的營運模式，以收取使用費為營收的基礎，才可以達到永續經營的目的。但是ASP業者的期初投資成本高，回收期長，因此其服務要達到規模經濟，才能確保獲利。

Due to the severe competitions in software markets, the software vendors end up competing in cost. Some of the companies close their business due to the high cost or deficit. Software vendors have to change their business model into outsourcing services, at the same time educate the enterprises to take outsourcing services as their IT strategies. Among different outsourcing models, ASP is the best value creation model for both enterprises and software vendors. In this thesis, the business model of ASP is derived in demand and supply perspectives. From the demand perspective, the value for acquirers should be evaluated via balance score card model. In supply perspective, the key successful factors of business model and value-net were derived to enrich the value proposition between supply and demand. Service quality should be delivered to acquirers via institutionalized processes of software development and maintenance, system monitoring and operation, as well as customer service. In addition, confidentiality, integrity and neutrality should be abided by ASP vendors. The revenue model of ASP is based on the one-to-many monthly usage fees. However, the entry barriers of the ASP model are high initial investment capital and long-term ROI. The economy of scale should be planned and achieved to reach the profitability.