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• mailto ckfarn_at_mgt.ncu.edu.tw
• http//www.mgt.ncu.edu.tw/ckfarn
• 2010.07 updated

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?????? 1

• ?????? (Business Model)
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• ??????,?????,????,?????
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• ??????????????
• ?Dell???????????????Dell Direct,????
• ???????????(OEM)???????(ODM)?????????

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???? 2

• ??????(Process Model)
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• ????????????????????
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Industrialization of services business
model Low-cost carrier business model
Loyalty business models Monopolistic
business model Multi-level marketing
business model Network effects business
model Online auction business model

• ??????????,??????
• ????????
• ???????

Auction business model Bricks and
clicks business model Collective business
models Cutting out the middleman model
Direct sales model Distribution business
models, various Franchise Freemium
business model
Online content business model Premium
business model Professional open-source
model Pyramid scheme business model
Razor and blades business model (bait and hook)
Servitization of products business model
Subscription business model Value Added
Reseller model
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Business model design template Nine building
blocks and their relationships, Osterwalder
2004.
A business model is nothing else than a
representation of how an organization makes (or
intends to make) money. This can be nicely
described through the 9 building blocks
illustrated in the graphic below, which we call
"business model canvas".
8
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9
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• Value Proposition
• Sogo ?????????
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• OEM???????????
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Perrier ????

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• Life Style!!

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RD ?? ?? ?? ?? ?? ?? ??

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• ODM ? OEM ????
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• ???? Flow shop
• ??? Assembly Line
• ???? Batch
• ????? Job shop
• ??????? Service Model
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• Dell ? Acer ?????

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• ????????
• Why and why not?
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Productization of Service

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• ???????,?????100???,???????
• ??100???,??????,?????
• ???100???,??????,?????
• ???1,000???,??????,?????
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????? ROE

• ROE
• ROE
• ROE

DuPont Formula
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??????

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?????????? Cash Flow
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Servitization of products

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• ?????10????,60????
• ????120?
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• ????30?
• ???? 5??
• ????120?? 30?
• ???? 1 ?5??
• ????5,??????????????7.5???

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CCC Cash Conversion Cycle

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• Cash Rich Operations
• CCC ???
• Cash Poor Operations
• CCC ???

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• t1 ??? 20,000,?? 2,000 (????)

?? 1,000
?? 2,500
?? 1,500

???? 10,000
?? 1,000

???? 9,000
???? 5,000

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????????????

• t1 ??? 20,000,?? 2,000????
• t2 ??? 40,000 ? ????12,000

?? 1,000 2,000
?? 2,500 5,000
?? 1,500 3,000

???? 10,000 20,000
?? 1,000 2,000

???? 9,000 9,000
???? 5,000 7,000
?? 12,000
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???????

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• ?????? 7,000
• ????? 21,000
• ???? 300
• ????????,?? 3,000
• ???? 10,000
• ?? 18,000

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?????????

• t1 ??? 20,000,???10,000 ????
• t2 ??? 40,000 ? ????4,000

?? 1,000 2,000
?? 2,500 5,000
?? 1,500 3,000

???? 10,000 20,000
?? 1,000 2,000

???? 9,000 9,000
???? 5,000 15,000
?? 4,000
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• Cash rich/Cash poor operations
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?? as-is ??

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• IT ??????
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BPR?? ????
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?? to-be ??

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• The concept is interesting and well-formed, but
  in order to earn better than a 'C', the idea must
  be feasible.

-- A Yale University management professor in
response to student Fred Smith's paper proposing
reliable overnight delivery service
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FedEx???

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???????

• ?Dell Computer
• ???????????? (Direct)
• ???????
• ?Wal-Mart
• ??????????
• ???? Continuous replenishment
• ??????? Cross-docking
• ??????
• CPFR ??????????

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Dell ? Direct Model
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50?
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5-7?
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Dell ???

• CTO ???? (Configure to Order)
• ?????
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• ??????????????
• Dell ?????
• ????????????????
• ?????
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Dell Direct

• Direct???Dell????????
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• ??????????,??????????????
• Dell??????
• Internet ???Dell Direct ???????

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Business Model of Dell
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??ODM????????????? ???????????????
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????????????1

• ??????????????????????(??BTSbuild to stock)
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• ??????????????????(??BTObuild to order)
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?????????(?????)
????

• ???? 955?

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1985?
18?
6?
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????????????2

• ??
• ??????--?????
• ???????--????
• ??????????????????????????????(BTObuild to
  order)
• ?????????????????????????????????(CTO/ATOconfigur
  e/assemble to order)
• ??????????????????????????????VMI???(BTF/VMIbuild
  to forecast/vendor managed inventory)

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????????????

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?????????

• ????
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• ?????? ERP-Enterprise Resource Planning
• ???????????????
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• ???SCM-Supply Chain Management
• ???CRM-Customer Relationship Management

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72
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• BTS Build to Stock
• ????,?????
• BTO Build to Order
• MTO Make to Order
• ????
• BTF Build to Forecast
• ????????
• VMI Vendor Managed Inventory
• ????????
• CTO Configure to Order
• ???????????,??????
• ATO Assemble to Order
• ?????,?????
• JIT Just-in-time
• ????(???)