{"id":10739,"date":"2020-11-26T08:43:41","date_gmt":"2020-11-26T08:43:41","guid":{"rendered":"https:\/\/www.yuksekbilgili.com\/wordpress\/?p=10739"},"modified":"2020-11-26T08:43:41","modified_gmt":"2020-11-26T08:43:41","slug":"abonelik-ekonomisi","status":"publish","type":"post","link":"https:\/\/www.yuksekbilgili.com\/wordpress\/abonelik-ekonomisi\/","title":{"rendered":"Abonelik Ekonomisi"},"content":{"rendered":"\n

– Dr.Zeki Y\u00dcKSEKB\u0130LG\u0130L\u0130 –<\/strong><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

\u00c7ok uzun zamand\u0131r, pazarlama ve pazarlamac\u0131lar insan\u0131n en temel d\u00fcrt\u00fcs\u00fcn\u00fc temel alarak sistemler geli\u015ftirdiler; sahip olmak. Fakat yeni d\u00fcnyada belki de insan ile ilgili en temel de\u011fi\u015fim tam da burada ya\u015fand\u0131; yeni d\u00fcnyadaki t\u00fcketici sahip olmak yerine kullanmay\u0131 tercih ediyor!<\/p>\n\n\n\n

Bu temel model, \u00e7ok h\u0131zl\u0131 bir \u015fekilde t\u00fcm d\u00fcnyada benimsendi; yeni m\u00fc\u015fteriler arabaya sahip olmak yerine, arabay\u0131 s\u00fcr\u00fcp istedi\u011fi yere gitmek, bir m\u00fczik alb\u00fcm\u00fcn\u00fc almak yerine istedi\u011fi zaman alb\u00fcm\u00fcn i\u00e7indeki par\u00e7ay\u0131 dinlemek, yazl\u0131k almak yerine istedi\u011fi bir tatil belgesinde bir ba\u015fka ki\u015finin evini bir s\u00fcreli\u011fine kullanmak istiyor[1]<\/a>. G\u00fcn\u00fcm\u00fcz\u00fcn t\u00fcketicileri bak\u0131m\u0131n g\u00fc\u00e7l\u00fckleri yerine eri\u015fimin avantajlar\u0131n\u0131 tercih ediyorlar. \u00dcstelik abonelik ekonomisinde s\u0131n\u0131r yok;  konaklama (AirBnB), ula\u015f\u0131m (Uber), ara\u00e7 kiralama (Yoyo), giyim (Stitch Fix), abiye giyim (Rent the Runway), t\u0131ra\u015f b\u0131\u00e7aklar\u0131 (Dollar Shave Club), makyaj \u00fcr\u00fcnleri (Birchbox), yemek (Blue Apron), sesli kitap (Audible), televizyon (Vestel)*, servis ta\u015f\u0131mac\u0131l\u0131\u011f\u0131 (Volt Lines), kullan\u0131m alan\u0131 (Kollektif House), teknoloji \u00fcr\u00fcnleri (Grover), film (Turkcell TV+), Bulut depolama (Dropbox)\u2026 T\u00fcm bunlar abonelik ekonomisini i\u015f modellerine uygulam\u0131\u015f ve ba\u015far\u0131l\u0131 olan \u015firketlerden baz\u0131lar\u0131. K\u0131saca, d\u00fcnya \u00fcr\u00fcnlerden hizmetlere ge\u00e7iyor.
\u0130\u015fte bu y\u00fczden bir\u00e7ok i\u015fletme k\u00f6kl\u00fc bir de\u011fi\u015fim ge\u00e7irerek \u00fcr\u00fcn \u015firketi olmak yerine bir hizmet \u015firketi olmak yolunda \u00f6nemli ad\u0131mlar atmaya ba\u015flad\u0131. Asl\u0131nda abonelik ekonomisinin i\u015f modeli \u00e7ok basit, odak noktas\u0131, bireysel i\u015flemleri yerine getirmenin, m\u00fc\u015fterilerin ayl\u0131k olarak abone oldu\u011fu s\u00fcrekli hizmet sunumuna ge\u00e7ti\u011fi bir hizmet modelidir[2]<\/a>.Yani asl\u0131nda payla\u015f\u0131m ekonomisine ad\u0131n\u0131 veren payla\u015f\u0131m servisi kaynaklar\u0131n ki\u015filerle payla\u015f\u0131lmas\u0131, sistemin ve ki\u015filerin ise bu yap\u0131dan kazan\u00e7 elde etmesini sa\u011flayan bir kazan-kazan ili\u015fkisi \u00e7\u0131kar\u0131yor[3]<\/a>.<\/p>\n\n\n\n

Abonelik e-ticaret pazar\u0131, son be\u015f y\u0131lda  % 100\u2019den fazla b\u00fcy\u00fcd\u00fc. Kategorideki en b\u00fcy\u00fck perakendeci, 2016 y\u0131l\u0131nda 2,6 milyar dolar\u0131n \u00fczerinde sat\u0131\u015f yapt\u0131[4]<\/a>. Abonelik \u015firketleri S&P 500’lerden dokuz kat daha h\u0131zl\u0131 b\u00fcy\u00fcyorlar2<\/sup>. McKinsey 2018 y\u0131l\u0131 raporuna g\u00f6re Amerika n\u00fcfusunun y\u00fczde 49\u2019unun en az bir aboneli\u011fi var (internet, su, elektrik vs. hari\u00e7)[5]<\/a>.<\/p>\n\n\n\n

\u015eimdi bu a\u015famada kendimize sormam\u0131z gereken \u00f6nemli bir soru var, abonelik ekonomisine uygun bir \u00fcr\u00fcn\u00fcm\u00fcz var m\u0131? Bu \u00fcr\u00fcn\u00fc bir hizmete nas\u0131l \u00e7evirebiliriz? Yaz\u0131n\u0131n ikinci paragraf\u0131nda, d\u00fcnyada ve T\u00fcrkiye\u2019de uygulanan bir\u00e7ok farkl\u0131 abonelik ekonomisi \u00f6rne\u011fini sizle payla\u015ft\u0131m. L\u00fctfen bu \u00f6rnekleri inceleyin, eminim size ilhan verecek bir tanesi ile kar\u015f\u0131la\u015facaks\u0131n\u0131z.<\/p>\n\n\n\n

* Vestel, iki y\u0131lda bir yenilenen kiralama \u00fczerine kurulu V Hepyeni televizyon abonelik sistemini y\u00fcr\u00fcrl\u00fckten kald\u0131rd\u0131\u011f\u0131n\u0131 a\u00e7\u0131klam\u0131\u015ft\u0131r.<\/p>\n\n\n\n

[1] https:\/\/www.girisken.company\/post\/abonelik-ekonomisi<\/a>
[2]<\/a> Tzuo, T. ve Weisert, G. (2019). Abonelik, Salon Yay\u0131nlar\u0131, \u0130stanbul<\/p>\n\n\n\n

[3]<\/a> Dalc\u0131, M. (2018). Payla\u015f\u0131m Ekonomisi: Zorlu Ko\u015fullar \u0130\u00e7in Ak\u0131ll\u0131 Y\u00f6ntemler,  https:\/\/medium.com\/@mustafadalci\/payla%C5%9F%C4%B1m-ve-kira-ekonomisi-zorlu-ko%C5%9Fullar-i%CC%87%C3%A7in-ak%C4%B1ll%C4%B1-y%C3%B6ntemler-a5837a910c10<\/a><\/p>\n\n\n\n

[4]<\/a> Tutan, B. (2019). Abonelik Ekonomisi : Markalar ve \u0130\u015ftirakler \u0130\u00e7in Kazan-Kazan, https:\/\/blog.zebrapos.com\/abonelik-ekonomisi-markalar-ve-istirakler-icin-kazan-kazan\/<\/a><\/p>\n\n\n\n

[5]<\/a> Aba, A. (2020). Abonelik kapitalizmi: Yeni t\u00fcketim modeline nas\u0131l al\u0131\u015ft\u0131r\u0131l\u0131yoruz?, https:\/\/www.birgun.net\/haber\/abonelik-kapitalizmi-yeni-tuketim-modeline-nasil-alistiriliyoruz-298271<\/a><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

– Dr.Zeki Y\u00dcKSEKB\u0130LG\u0130L\u0130 – \u00c7ok uzun zamand\u0131r, pazarlama ve pazarlamac\u0131lar insan\u0131n en temel d\u00fcrt\u00fcs\u00fcn\u00fc temel alarak sistemler geli\u015ftirdiler; sahip olmak. Fakat yeni d\u00fcnyada belki de insan ile ilgili en temel de\u011fi\u015fim tam da burada ya\u015fand\u0131; yeni d\u00fcnyadaki t\u00fcketici sahip olmak yerine kullanmay\u0131 tercih ediyor! Bu temel model, \u00e7ok h\u0131zl\u0131 bir \u015fekilde t\u00fcm d\u00fcnyada benimsendi; yeni… Daha fazlas\u0131n\u0131 oku »Abonelik Ekonomisi<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":10712,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"right","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"[\"title\",\"tags\",\"content\"]","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[525],"tags":[527,526,423,45],"class_list":["post-10739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yayinlarimiz","tag-abonelik","tag-abonelik-akademisi","tag-yuksekbilgili","tag-zeki-yuksekbilgili"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2020\/11\/abonelik-ekonomisi.jpg?fit=626%2C417&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/posts\/10739","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/comments?post=10739"}],"version-history":[{"count":5,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/posts\/10739\/revisions"}],"predecessor-version":[{"id":11065,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/posts\/10739\/revisions\/11065"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/media\/10712"}],"wp:attachment":[{"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/media?parent=10739"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/categories?post=10739"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yuksekbilgili.com\/wordpress\/wp-json\/wp\/v2\/tags?post=10739"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}