消費者端資安軟體在東南亞開發中國家的行銷策略 – 以A公司為例

Abstract

本論文研究主題為消費者端資安軟體，如何在已開發國家的市場已經飽和、難以成長甚或已經呈現衰退的情況下，找出能夠持續擴張的市場，擬定有效的行銷策略，並且從行銷的角度觀察，希冀在未來3~5年達到累積大量新使用者、在開發中國家建立品牌知名度、取得實際銷售量成長等目標。本論文採用個案分析研究方法，以消費者端資安軟體企業A公司為研究對象，針對市場環境、產品、價格、促銷、通路與品牌行銷策略等面向進行分析，並依此提出相關之行銷策略，包含東南亞開發國家中應選定優先進入的新市場、採用之商業模式與訂價機制、如何建立品牌知名度，以及相關銷售通路策略。

Fierce competition in the consumer security software industry has made it more and more difficult for firms to sustain growth in major developed countries. In order to further grow and profit, it is essentially important to seek for new markets and implement effective marketing strategies. This study aims to evaluate the case of Company A, a worldly acclaimed security company, analyzing its marketing mix and market environment in developing countries in Southeast Asia. Case study method was adopted to investigate the product, price, promotion, and channel strategies. In addition, market entry, STP, branding, and business model analyses were also conducted. Implications for marketing strategies, limitations, and future research directions are then discussed.