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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23112
標題: | 套裝軟體公司的通路行銷策略分析-以趨勢科技公司為例 An Analysis on Channel Marketing Strategies of Packaged Software Companies - The Case of Trend Micro Incorporated. |
作者: | Shao-Ching Wu 吳韶卿 |
指導教授: | 黃恆獎(Heng-Chiang Huang) |
關鍵字: | 通路行銷,行銷策略,趨勢科技,資訊軟體產業,套裝軟體公司, Channel Marketing,Marketing Strategy,Trend Micro incorporated.,Information Software Industry,Packaged Software Company, |
出版年 : | 2009 |
學位: | 碩士 |
摘要: | 台灣的資訊電子相關產業,不論在產業面、技術面、都在全世界佔有舉足輕重的位置,而政府也積極培養產業的發展。然而扮演關鍵角色的軟體產業,台灣卻是遠遠落後歐美工業大國,一旦失去了軟體技術與市場的主導權,在整體的資訊產業發展上就容易受制於歐美大廠的束縛,因此如何創造更多的軟體企業,開創更大的軟體市場,一直是各國努力的目標。
雖然如此,台灣仍然有一些優秀的軟體公司,在國際市場上發光發熱,取得該領域市場的領先位置,不論在品牌與技術上皆擁有傲人的成績,其中尤以趨勢科技為代表典範之一。因此,本研究特別挑選趨勢科技為個案分析,針對個案公司在行銷領域上非常關鍵的通路行銷策略做深度分析,對照本文所提出的理論和觀念,從而獲得一些寶貴的發現,作為其他後續研究以及軟體公司制訂有效通路行銷策略的參考。 In the high-tech IT industry, Taiwan has successfully played a leading role in some fields with the capability of influencing the industry and market trends. In addition, Taiwan government has also invested massive amount of resources to develop long term plans in supporting domestic companies. However, only a few software companies have successfully developed their own brandnames and are able to complete in the global market. Given the tough competitive environment today, leading Western software companies in the US and Europe dominate the market by defining the technical specification, resulting in creating an entry barrier preventing new competitors to enter the field. Trend Micro Incorporated, which is a well-known leading global security company, has successful developed its own brand and has taken a leading position in the industry. This thesis will use Trend Micro as a case study and attempt to analyze the company and its business unit in terms of channel marketing strategies regarding packaged software. Next, we will explore significant findings on best practices versus theoretical channel marketing. The objective of this thesis is to develop lessons given the findings in the hope of helping other Taiwanese software companies develop marketing strategies to create more effective channels. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23112 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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ntu-98-1.pdf 目前未授權公開取用 | 2.81 MB | Adobe PDF |
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