財務管理系統軟體廠商之行銷策略：以A公司台灣市場營運為例

Abstract

財務管理系統進入台灣市場所規畫之產品行銷策略及有效擬定市場定位，進行相關商業模式規劃及分析策略的分析。因此，本研究以A公司為實際個案研究對象，探討A公司在台灣市場立足的相關經驗及核心價值，進一步分析軟體產業在變動的經濟環境下所必須面對的挑戰，並且剖析個案公司日後可行的策略方向及可能面對的挑戰，期望能夠為日後有意進入台灣市場的國外軟體廠商或者本地新興的財務管理系統廠商提供寶貴的建議。透過本研究策略上的運用，不僅可提升公司品牌形象、差異化市場區隔，強化產品競爭實力，更可以達到營運範疇的擴展，企業的生存之道是不斷的商業模式演進。根據市場變化不斷的策略調整，掌握企業本身自有的核心價值，在瞬息萬變的商業環境中才不會被淘汰或取代，作為衡量經營模式之依據。本研究從既有研究及文獻當中整理出(1)商業模式、(2)價值主張、(3)訂閱模式、(4)品牌行銷策略相關理論及研究(BCG、STP、定價策略)等要素作為商業模式之依據。

This study is based on financial management system enter the Taiwan market to plan the product marketing strategy and effectively determine the market positioning conduct relevant business model planning and analysis strategies,accounding to nine blocks of business model and combines value proposition, subscription economy and other issues to construct the main theme of this study. This research focuses on the product marketing strategies and effective market position planning of foreign financial management systems entering the Taiwan market, and the application of related business model planning and analysis strategies. Therefore, this study takes Company A as the actual case study subject to explore Company A's experience and core values in the Taiwan market, to further analyze the challenges that the software industry must face under the profitability model and the changing economic environment, and to analyze the strategic direction of the future viability and possible development of the case company. Through the strategic use of this study, not only can the company's brand image be enhanced, the market segmentation be differentiated again, and the competitive strength of the products be strengthened, but it is also the best time to expand the scope of operation, the key to the survival of the company is the continuous evolution of the business model. In the ever-changing business environment, the company's own core values can be grasped and adjusted according to the changing market strategy. In this study, the business model measurement is based on the business activity components such as (1) business model, (2) value proposition, (3) subscription model, (4) brand marketing strategy theory and research (BCG, STP, pricing strategy).