台灣軟體公司產品與行銷策略之探討—以多媒體套裝軟體公司為例

Abstract

台灣大眾化套裝軟體產業是否有機會能在競爭激烈的全球市場上生存並勝出？本研究將以多媒體套裝軟體為例，從中挑選規模較大且較具代表性的廠商為研究對象，並逐一探討該產業在國家競爭優勢、產業吸引力、核心競爭力、關鍵成功因素、目標市場選擇與市場行銷等各項要素，以試圖找出適合台灣大眾化軟體公司的產品行銷策略。 本研究藉由次級資料蒐集與深度訪談的方式，對三家個案公司，包括友立資訊、力新國際以及訊連科技，進行比較與分析，並得到以下結論：台灣大眾化套裝軟體公司初期應善加利用資訊硬體產業的優勢，並配合市場機會以求生存茁壯；之後若要繼續發揚光大，必須走出以「搭售」為主的行銷方式，並建立起品牌價值以及全球行銷的能力。

This thesis is to discuss if packaged mass-market software industry in Taiwan can survive and get competitive advantage under the tough competition in worldwide market. This thesis will take multimedia packaged software companies, which are bigger in scale and well-known, for case study. The case study will take all these factors, including competitive advantage of nation, industry attractiveness, core competence, key success factors, and product targeting and marketing, into account. The objective is to find the best business strategies for Taiwanese packaged mass-market software industry. From the analysis of the secondary data and the result of in-depth interview of three multimedia packaged software companies, Ulead, NewSoft and CyberLink, the thesis drew to the following conclusions: 1. At the starting stage, Taiwanese packaged mass-market software companies should take the advantage of the Taiwanese hardware industry and catch market opportunities, for both survival and growth purposes. 2. After the starting stage, to compete in the worldwide market, Taiwanese packaged mass-market software companies should change the focus to building their own brand image and international marketing capabilities, rather than relying on the “hardware bundling” model.