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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Chris Lin) | |
| dc.contributor.author | Jeng-Yan Shen | en |
| dc.contributor.author | 沈政彥 | zh_TW |
| dc.date.accessioned | 2021-07-11T14:56:07Z | - |
| dc.date.available | 2025-03-02 | |
| dc.date.copyright | 2020-03-02 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-03-02 | |
| dc.identifier.citation | 第一節 中文文獻
MBA智庫. (2011). 品牌. 擷取自 MBA智庫: https://wiki.mbalib.com/wiki/品牌 周健,楊高升. (2014). 國際工程項目跨文化風險評估機制與應對策略研究[J]. 科技管理研究, 23. 甘業鑫. (2013). 資訊科技業企業全球行銷策略之研究 - 資訊安全產品通路商為例(碩士論文). 台灣. 謝國松. (2011). 品牌行銷評價模型簡介. 會計研究月刊, 304期, 98 - 112. 黃延聰, 陳頌德. (2010). 國外市場品牌行銷策略與績效：臺灣製造業之實證研究. 顧客滿意學刊, 6(2), 167-202. 第二節 英文文獻 Anderson, C. (2009). Free: The future of a radical price. Random House. Ansoff, H. (1965). Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion. McGraw-Hill. AV-Comparatives. (2019). AV Comparatives Performance Test 2019 Oct. Retrieved from AV Comparatives: https://www.av-comparatives.org/tests/performance-test-october-2019/ AV-Test. (2019). AV Test Test Results. Retrieved from AV Test: https://www.av-test.org/en/press/test-results/ BT-CORRESPONDENT. (2018, 6 26). ESET declared top IT security vendor in Central and Eastern Europe. Retrieved from Business Today: https://businesstoday.co.ke/eset-declared-top-security-vendor-central-eastern-europe/ Detlev J. Hoch. (2000). Secrets of Software Success: Management Insights from 100 Software Firms around the World. Harvard Business School Press. Hayes, T. (2008). Jump Point: How network culture is revolutionizing business. McGraw-Hill, Inc. Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Pearson/Prentice Hall. Keller, L. (1993). Conceptualizing, Measuring, and Managing Consumer-based Brand Equity. Journal of Marketing, 57, 1-22. KEMP, S. (2020, 2 18). DIGITAL 2020: INDONESIA. Retrieved from DATAPORTAL: https://datareportal.com/reports/digital-2020-indonesia?rq=digital%20indonesia%202020 KEMP, S. (2020, 2 18). DIGITAL 2020: THAILAND. Retrieved from DATAPORTAL: https://datareportal.com/reports/digital-2020-thailand?rq=digital%20thailand%202020 Kotler, P. (2000). Marketing management. Upper Saddle River, N.J: Prentice Hall. Voigt, D.W.I.S., & Hingz, O. (2016). Making Digital Freemium Business Models a Success: Predicting Customers' Lifetime Value via Initial Purchase Information. Business & Information Systems Engineering, 58(2), 107-118. Wanger, T. M., Benlian, A., & Hess, T. (2014). Converting freemium customers from free to premium -- the role of the perceived premium fit in the case of music as a service. Eletronic Markets, 24(4), 259-268. Wanger, T.M., Benlian, A., & Hess, T. (2013). The Advertising Effect of Free--Do Free Basic Versions Promote Premium Versions within the Freemium BUsiness Model of Music Services? 2013 46th Hawaii International Conference on System Sciences, 2928-2937. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/78421 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-07-11T14:56:07Z (GMT). No. of bitstreams: 1 ntu-109-P06747021-1.pdf: 1759967 bytes, checksum: 591029790d3ab735a5832e90a4ce2fa5 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 目錄 1
表目錄 4 圖目錄 5 中文摘要 6 Abstract 7 第一章 緒論 8 第一節 研究背景 8 第二節 研究目的 10 第三節 研究流程 11 第二章 文獻探討 12 第一節 擴張策略選擇 12 1. 市場滲透（Market Penetration）策略 12 2. 市場開發（Market Development）策略 13 3. 產品開發（Product Development） 策略 13 4. 多樣化經營（Diversification）策略 13 第二節 品牌 14 1. 品牌定義 14 2. 品牌的重要性 14 3. 策略品牌管理 15 4. 品牌權益發展階段 15 第三節 STP理論 16 1. 市場區隔： 17 2. 市場選擇： 17 3. 市場定位： 17 第四節 行銷組合策略(Marketing Mix, 4P Strategy) 18 1. 產品策略(Product Strategy) 18 2. 定價策略(Price Strategy) 18 3. 促銷策略(Promotion Strategy) 19 4. 通路策略(Channel Strategy) 19 第五節 商業模式 21 第三章 防毒軟體產業分析 22 第一節 消費者端防毒軟體 22 1. 電腦病毒與防毒軟體發展 22 2. 防毒軟體 23 第二節 消費者端防毒軟體市場規模 27 1. 既有主要市場 28 2. 新市場 33 第三節 競爭情勢 35 1. 付費產品 38 2. 免費產品 52 第四章 個案分析 61 第一節 企業背景資料 61 1. A公司發展歷史 61 2. 技術能力 61 3. A公司產品線 61 第二節 STP分析 62 1. Segmentation分析 65 2. Targeting分析 67 3. Positioning分析 67 第三節 品牌策略 68 第四節 產品策略 68 第五節 價格策略 69 第六節 通路策略 70 1. 交易 70 2. 後勤 70 3. 促進交易 70 第七節 促銷策略 71 第五章 結論與建議 72 第一節 研究結論與建議 72 第二節 問題與後續研究 73 參考文獻 75 第一節 中文文獻 75 第二節 英文文獻 75 | |
| dc.language.iso | zh-TW | |
| dc.subject | 防毒軟體 | zh_TW |
| dc.subject | 東南亞開發中國家 | zh_TW |
| dc.subject | 品牌行銷 | zh_TW |
| dc.subject | 資訊安全 | zh_TW |
| dc.subject | 行銷4P | zh_TW |
| dc.subject | Marketing Mix | en |
| dc.subject | Developing Countries in Southeast Asia | en |
| dc.subject | Branding | en |
| dc.subject | Cybersecurity | en |
| dc.subject | Antivirus Security Software | en |
| dc.title | 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 | zh_TW |
| dc.title | Marketing Strategies for Consumer Security Software in Developing Countries in Southeast Asia: The Case of Company A | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 吳玲玲(Ling-Ling Wu) | |
| dc.contributor.oralexamcommittee | 余峻瑜,陳思寬,連勇智 | |
| dc.subject.keyword | 資訊安全,防毒軟體,行銷4P,品牌行銷,東南亞開發中國家, | zh_TW |
| dc.subject.keyword | Cybersecurity,Antivirus Security Software,Marketing Mix,Branding,Developing Countries in Southeast Asia, | en |
| dc.relation.page | 76 | |
| dc.identifier.doi | 10.6342/NTU202000659 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2020-03-02 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理組 | zh_TW |
| dc.date.embargo-lift | 2025-03-02 | - |
| Appears in Collections: | 資訊管理組 | |
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| File | Size | Format | |
|---|---|---|---|
| ntu-109-P06747021-1.pdf Restricted Access | 1.72 MB | Adobe PDF |
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