個案研究 – 電子製造公司在銷售與行銷的數位轉型

Abstract

研究個案公司在銷售與行銷的數位轉型

The case company is one of the leading pioneers in the surveillance industry. It has been researching and developing surveillance camera products used in security applications. While revenue has been stable, the case company wants to thrive further and adopt new approaches to combat the increasingly challenging business environment. In this case study, we focus on the sales and marketing aspects as the two divisions are essential and closely intertwined in carrying out a company’s strategy. Sales and marketing are the front-end processes of a business. This case study aims to give the case company a clearer strategic direction and clear steps in optimizing both sales and marketing divisions through digital transformation. The first step in the case study would be introducing the background of the case company and its motivation to approach digital transformation related to sales and marketing. Issues will be identified by using analysis tools and a flowchart. The study will go on to recommend possible digital transformation solutions to address those issues regarding what can be improved, how positive effects can be enhanced, and how negative effects can be alleviated.