面對全球化的競爭態勢、新興市場的崛起、金融風暴以及能源危機等因素，企業在大環境不斷變革之下，優勝劣敗的規則不停在變換，該如何才能掌握新規則、掌握市場的發展動態，回應顧客即時需求成為未來的贏家？ 視為企業永續經營並達成正向效益的重要課題。

零價格趨勢的時代，已改變了企業原本銀貨兩訖的商業模式，面對消費市場的萎縮和同業的競爭，企業應在商業模式中尋求再創新。消費者對產品的觀念在改變，產品的價值逐漸建立在其實用性上，在企業一片大嘆景氣衰退、無法創造更多利潤之際，企業更應藉由此危機審慎思考。究竟企業的價值在哪裡?更精確的來說，希望滿足顧客什麼樣的產品價值，若企業能以消費者角度出發，順應目前的潮流，進而創造出符合消費者物超所值的產品，提供顧客在選擇產品或服務時，如何以零價格模式吸引顧客的眼球，提出新的創新策略，邁向成功的轉機。

綜觀所有產業中，使用零價格模式經營效益最高的是虛擬世界的網路產業，由於網路產業邊際生產成本趨近於零，只需穩定住顧客忠誠度、提供有正向效益的免費服務或產品，便能永續經營，然而，在實體世界中，也漸漸受到零價格商業模式的影響，實體世界是否也能免費呢?，本研究利用Google及國家半導體之個案探討分析，分別透過其不同的可反轉商業模式進行拆解，分析其創新要素並歸納出其創新地圖之軌跡，提供另類產業可反轉的商業學習模式。

In the fast-changing environments, due to the intense global competition, rising of emerging markets, existence of global financial and energy crisis, the rules of survival for enterprises have been changed. How to formulate new rules, lead the directions of market development, response to the customer demands in real-time and be the winner in the future is an important issue for the enterprise to keep the business continuity and reach a positive efficiency.
The trend of employing zero-price business model has changed the original enterprise business model--cash on delivery. Enterprise should seek reinventing business model to face the shrinking consumer market and industry competition. Consumers’ concept towards product has been shifted to that the value of product is built on its usefulness. Enterprise should take more seriously thinking through the crisis when global economy cannot create more profits. What is the value of enterprise? More precisely, the enterprise should develop the customer-oriented products to create their value. When providing customers products or services, using zero-price business model strategy to attract them, therefore opening up new strategies to move towards a successful turnaround.
Across all the industries, which could get the highest effective values with zero-price business model is the internet industry in virtual world. To sustain the business, enterprise only need to provide products and services with positive benefit and maintain customers’ loyalty as the margin cost of production in internet industry is close to zero. However, the business in physical world has gradually been affected by zero-price business model. Whether the physical world can be free of charge? To provide the other industry a learning of reversible business model, the research analyzes the cases of Google and National Semiconductor with their different reversible business model and innovation elements to conclude the locus of innovation map. 

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