訂閱經濟下台灣資訊通路代理商之數位化轉型分析

Abstract

雲端科技日新月異的發展下，資訊產業中的軟體銷售已從產品導向的商業模式轉變為以訂閱客戶為核心的訂閱經濟。在3C資訊商品銷售通路上一直扮演著關鍵角色的資通路代理商，面對代理軟體產品銷售模式的改變，該如何有效運用資訊科技與企業整體商務策略的整合搭配，加上與上、中、下游廠商發揮戰略聯盟夥伴關係，以期能持續保有於通路管理中的掌舵手角色與市場競爭力。面對訂閱經濟來臨，整體產業資訊通路代理商其因應需要提供多元服務的價值，更需加速企業數位轉型以維持其競爭力。本研究援引策略校準模型，來探討個案企業的商務與資訊科技在策略和執行上不同功能構面的整合問題，試圖從深入訪談內容中分析出當前資訊通路代理商在產品商業模式的轉變。With the rapid development of cloud technology, software sales in the information industry have changed from a product-oriented business model to a subscription economy centered on subscription customers. Information channel agents who have always played a key role in the sales channel of 3C information products, facing the change of the sales model of agency software products, how to effectively use information technology to integrate and match with the overall business strategy of the enterprise, and to combine with top, middle, and downstream manufacturers play strategic alliances and partnerships in order to continue to maintain their role as the helmsman in channel management and market competitiveness.Facing the advent of the subscription economy, the overall industry information channel agents need to accelerate the digital transformation of enterprises in order to maintain their competitiveness. This study draws on the Strategy Alignment Model to explore the integration of different functional dimensions of business and information technology in strategy and execution of the case company, and tries to analyze the case company’s digital transformation across different business units fromthe in-depth interview content.