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Title:	雲端設備業在地行銷策略之研究 -以某個案公司為例 THE STUDY OF LOACAL MARKETING STRATEGY FOR CLOUD DEVICE INDUSTRY –BASE ON A CASE
Authors:	盧廷偉 Lu, Ting-Wei
Contributors:	洪為璽季延平 Hung, Wei-Hsi Yen-Ping Chi 盧廷偉 Lu, Ting-Wei
Keywords:	雲端設備業在地行銷策略 Cloud Device Industry Local Marketing Strategy
Date:	2022
Issue Date:	2022-08-01 17:38:38 (UTC+8)
Abstract:	雖然雲端運算市場全球與在地規模都大，但是在地用戶對雲端運作仍存有資安疑慮，而雲端設備業者如何突破在地用戶觀念以利競爭，而興起之研究。因此，雲端設備業者如何在地行銷，克服在地用戶疑慮與競爭威脅，進而開拓在地市場。然而，在地行銷策略的擬定，不僅需考量在地環境的變化，更要探討企業內部的資源能力，才能永續成長，並期對學術研究與瑩雲實務有所貢獻，即本文之研究緒論。所以，本研究不僅針對研究標的之雲端設備業與相關發展，制定行銷策略之考量(五力、PEST、SWOT、.波士頓矩陣、價值鏈等)，以及行銷策略等學理理論，進行文獻探討，以奠立分析基礎。除此，本研究為求取深入掌握，乃採取個案研究，並以雲端設備業為自變項與在地行銷策略為應變項之研究結構，進行質性研究。對於本個案之分析，從個案公司沿革發展、營運環境、以及行銷實務等三方向進行分析，以萃取重要的關鍵要素，而益於個案公司的在地行銷策略之制定，進而促進在地整體營運成長之目的。最後，本研究亦提出結論，個案總公司建於在地表現亮眼已經撥付許多行銷資源，而個案公司非常願意配合在地國家整體開發而進行相應的貢獻，故在地行銷策略乃以當地需要為最優先之策略主軸。建議個案公司可從 1. 爭取曝光的機會 2. 調整推播的方向 3.增加行銷活動持續強化。對於未來研究建議可從 1.研究資料的增加 2.研究方法的改變 3.研究方向的拓展投入。 The background of the study: the cloud market was huge but local users had information security concerns. How to promote the advantages of cloud device and overcome the local users’ concerns & break through competitive situation. was the most important key in the period for the cloud device industry. Therefore, we started the study. The study invested in literature review: cloud device industry and development, marketing analysis tools (5-Forces, PEST, SWOT, BCG Matrix, Value-Chain), marketing strategies. After the literature review, the study used the case study & qualitative research to analyzed evolution & current situation of the case, operational environment & changes, and its marketing practice. After completing this study, the following conclusions: The case had strong marketing resources in the country, and it would cooperate local development to contribute resources very much. To support local needs was the local marketing strategy of the case. The following suggestions: 1. To get exposure chances 2. To adjust promotion direction. 3. To increase marketing action. Suggestions for future research: 1. To increase of research data; 2. To improvement of research methods; 3. To expansion of research direction.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 109932024
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109932024
Data Type:	thesis
DOI:	10.6814/NCCU202200939
Appears in Collections:	[Executive Master of Business Administration] Theses

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