資訊服務業之行銷策略分析 －以消費性電腦品牌A公司為例

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題名:	資訊服務業之行銷策略分析－以消費性電腦品牌A公司為例
作者:	陳利資;Chen, Li-Tzu
貢獻者:	資訊管理學系在職專班
關鍵詞:	資訊服務業;產業分析;行銷策略;SWOT分析;Information Service Industry;Industry Analysis;Marketing Strategies;SWOT Analysis
日期:	2019-06-28
上傳時間:	2019-09-03 15:40:40 (UTC+8)
出版者:	國立中央大學
摘要:	隨著科技日新月異，消費者對於資訊產品的需求不斷的提高，進而影響軟體業蓬勃發展，亦帶動了硬體製造廠商的技術不斷的突破。然而臺灣資訊服務產業受到研發能量不足和人才外流等因素的影響，大多仰賴國外軟硬體廠商，因此加值服務型的代理商和經銷商應運而生，經銷商必須維持專業並與既有客戶保持良好的關係，也需要在上、下游的合作夥伴關係中建立信任感。未來要販售的是知識與服務這些無形的產品，新世代軟體發展的契機正在浮現，龐大的新軟體需求隨之產生，加上企業對資訊系統的需求亦逐漸增加，由過去的企業套裝軟體、內部資訊系統等領域，發展成為全方位系統整合資訊服務之需求。當此之際，台灣的資訊服務業廠商應如何掌握自身的資源及能力，規劃並研擬適當的資訊服務與經營策略，積極推廣優質產品並提升服務品質，以維持市場競爭優勢，是一值得深入探討的研究主題。本研究以經銷商的觀點，探討個案A公司所面臨的衝突與桃戰，如何運用集團資源的優勢，適時適地的做出組織資源配置，並融合經銷商和客戶的力量，進而建構出持續性的獲利模式，達到企業永續經營之目的。雖然目前個案A公司在業界有著良好的口碑且經營情況穩定，公司已進入成熟期，但因客戶對資訊服務的需求仍持續增溫，整體產業競爭激烈，資訊服務業者經營實屬不易，因此公司必須不斷的檢視本身的能力與資源，並了解大環境及產業的動態發展，修正調整並研擬適當的資訊服務策略。企業必須持續尋找有利的重要因素及獲利來源，才能有效的降低各種競爭壓力以提高獲利。本研究主要探討資訊服務業的行銷策略與未來發展的方向，使用個案研究的方式並以A公司為主題，採取質性研究，提出分析與建議，希望藉由此探討能對國內資訊服務廠商在市場佈局策略上有所幫助，並藉由相關環境與市場資料的蒐集與SWOT分析，提供有效的行銷策略之建議。;As technology advances at a fast pace, consumers have higher demands for information products, which has impacted the vigorous development of the software industry and driven hardware manufacturers to achieve technological breakthroughs. However, due to insufficient research achievements and brain drain, the information service industry in Taiwan mostly relies on foreign hardware and software companies. This has resulted in the emergence of value-added distributors and resellers. Resellers have to stay professional and maintain a good relationship with existing customers, while building trust among their downstream and upstream partners. Intangible products, such as knowledge and services, will be sold in the future. Opportunities of new generation software development are emerging with a huge demand for new generation software, plus the increased demand for information systems which evolve from enterprise packages and internal information systems to comprehensive system integrated information services, etc. At this time, it is beneficial for Taiwanese companies to gain insight into how to take control of their own resources and capabilities, plan and develop adequate information services and business strategies, and actively promote quality products as well as improve service quality to maintain market competitiveness. This Study discusses the conflicts and challenges of Company A in the case from the viewpoint of the distributor. It investigates into how to utilize the Group’s resources to allocate the organizational resources timely and appropriately, and combine them with the strength of distributors and customers to develop a continuously profitable model for sustainable company operations. Although Company A is recognized in the industry and has entered its mature stage, its customers have increased demands for information services. The overall competition in the industry is still fierce, so information service companies are difficult to operate. Therefore, companies must continuously review their capabilities and resources, and understand the landscape and dynamic development of the industry to correct, adjust, and develop appropriate information service strategies. Companies must continuously discover important advantageous factors and revenue streams to effectively reduce various competition and increase their profits. This Study mainly discusses the marketing strategies of the information service industry and the development direction in the future. It uses the case study method and takes Company A as an example. Through qualitative research, analysis and recommendations are put forth to assist domestic information service companies in their marketing strategies. Effective recommendations about marketing strategies will be provided by collecting related market data and SWOT analysis.
顯示於類別:	[資訊管理學系碩士在職專班 ] 博碩士論文

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