A study on zero-pricing business model

• Main Author: 王宛如
• Other Authors: 尚孝純
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/98123059869877803541

碩士 === 國立政治大學 === 商管專業學院碩士學位學程(AMBA) === 100 === 　　Free products have become very popular these days but it is common sense that there is no free lunch. Innovative zero-pricing business model is happening everywhere but the major innovation research is about production innovation or technical innovation. Therefore, this study is to classify types of zero-pricing business model, to find out how enterprise survive with zero-pricing, and to explore why companies offer products for free. 　　With content analysis method, this study collects 63 cases of various industries, analyze these cases with 6 variables come from business model canvas, industrial characteristics, attributes of free products, consumer, and purpose for free products, and group into seven major zero-pricing business mode: direct cross-subsidy, ad-supported, freemium, gift economy, free to enterprise, free at first, and accumulated free. 　　In practice, enterprise can run business with mixed method. In order to help enterprise to fasten the efficiency of free business model decision-making, this study present a decision-making flow chart with two major phases and nine questions.