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標題: | 代理國外網路產品之競爭戰略研究——以A公司為例 Strategy Analysis of Acting as an Foreign Internet Products Sales Agent - Case Study |
作者: | Bin Xv 徐濱 |
指導教授: | 翁崇雄 |
關鍵字: | 網路安全市場,網路安全產品,行銷戰略,行銷組合工具,代理, Network Security Market,Network Security Product,Marketing Strategy,Marketing Mix Tools,Agency, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 新世紀資訊技術飛速發展,進入了“互聯網+”的時代。據統計,絕大部分企業已經開始廣泛接受和應用以雲計算、大數據、物聯網、人工智慧、智能設備等為代表的新技術,當然新技術也是一把雙刃劍,一方面它給社會帶來了巨大便利,另一方面也使社會暴露在前所未有的網路安全挑戰之中。
相關機構統計顯示,近年來,互聯網安全問題愈演愈烈,個人資訊洩漏和商業機密洩露事件時有發生,據統計,2005年至2015年之間,危害網路的惡意程式數量呈爆發式增長,從兩位數猛漲至七位數,由於電腦網絡病毒和惡意侵犯造成的損失高達千億美元,如若不及時加以防範,未來損失將難以預估。 雖然企業資訊安全問題越來越多,但由於預算的限制和追求短期利益的目標,對偶然發生的資訊安全問題尚未引起企業高管的重視,而很多高管人員由於缺乏資訊安全的專業知識和防範意識,始終未能系統解決資訊安全問題。據相關調查數據顯示,23.9%的企業尚未成立負責維護資訊安全的專業小組,尤其在涉及金額巨大、資訊洩露將導致牽一發而動全身的嚴重後果的金融領域,有近50%的企業沒有建立一套既安全的資訊安全系統。可以看出,中國當前的網路資訊安全的維護和防範尚處於初級階段,千億級別的資訊安全市場亟待發掘。 本文著眼於潛力巨大的網路安全產品市場,結合戰略管理、行銷管理的理論模型和個案公司的實際情況,挖掘其代理國外廠商產品相對於代理國內廠商產品的競爭優勢,對個案公司的未來發展方向提出合理建議,如與國際安全交換廠商深度連接,充分開發軟硬體技術,實現個案公司從單一網路安全產品代理向網路安全整體解決方案的轉型,同時也充分回應我國的資訊化建設需求。 In 21st Century, rapidly developed information technology has brought the whole society into a new era, which is named ‘Internet Plus’. According to statistics, there are about 90% enterprises accepting and applying new technologies, which include cloud computing, big data, Internet of Things, artificial intelligence, smart devices. However, new technology brings not only convenience to the society, but also brings unprecedented challenge to network security market. According to the research, in recent years, the number of internet security issues is increasing, and personal information is always revealed illegally. From 2005 to 2015, the number of malicious programs increased from 52 to 1.477 million. In average, the loss of computer and network crime has been over $445 billion. Although the network security issues are increasingly standing out, many enterprises still fail to consider ‘potential security risk’. Statistically, 23.9% enterprises have no information security teams, 30.3% enterprises have no information security budget yearly, 40% small and micro-enterprises(less than 100 people) have no information security teams or budget, over 50% financial enterprises have no security investment. Currently, although Chinese network security market is still in beginning stage, with the <The Network Security Law of the People’s Republic of China> passed, there would be billions of market potential in China. In a nutshell, the thesis focuses on the network security market with tremendous potentiality, combining strategy management and market strategy theory with practical situation of the case company, extracting the advantages of foreign network security products, providing meaningful and practical suggestions to the case company, including strengthening the corporation with international security product manufactures, realizing the company transformation from a solely agent for network security products to a whole network security solution provider, and responding to the demand of national information construction. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20316 |
DOI: | 10.6342/NTU201704473 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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