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    题名: 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
    作者: 盧廷偉
    Lu, Ting-Wei
    贡献者: 洪為璽
    季延平
    Hung, Wei-Hsi
    Yen-Ping Chi
    盧廷偉
    Lu, Ting-Wei
    关键词: 雲端設備業
    在地行銷策略
    Cloud Device Industry
    Local Marketing Strategy
    日期: 2022
    上传时间: 2022-08-01 17:38:38 (UTC+8)
    摘要: 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.
    參考文獻: 中文部分
    1. 徐作聖、陳仁帥(民94)。產業分析。台北:全華科技圖書公司。
    2. 許士軍，現代行銷管理，台北:環球經濟社，1980。
    3. 楊國樞、文崇一、吳聰賢、李亦園，「社會及行為科學研究方法」,東華出 版社，1991
    4. 吳琮璠，「資訊管理個案研究方法」，資訊管理學報 1997，4 卷 1 期:07- 17 頁。
    5. 安聖慧，我國工業品企業客戶關係行銷研究，對外經濟貿易大學出版社， 2007。
    英文部分
    1.Adrian Payne ， Martin Christopher ， Helen Peck ， Moira Clark ， Relationship Marketing: Winning and Keeping Customers， Butterworth-Heinemann， 1998.
    2.Anne Coughlan， Erin Anderson， Louis W. Stern， Adel El-Ansary， Marketing Channels，7th Edi.Prentice Hall， 2006.
    3.Berry, Leonard, A Parasuraman, Marketing Services:Competing Through Quality, Free Press, 1991.
    4.BobHartley, Michael W. Starkey, The Management of Sales and Customer Relations, Intl Thomson Business Pr., 1996.
    5.Christopher Martin, Moira Clark, Helen Peck, Adrian Payne, Relationship 114
    Marketing for Competitive Advantage: Winning and Keeping Customers, Butterworth- Heinemann, 1995.
    6.Collett, S. (1999). SWOT Analysis. Computerworld, 33(29), 58-61.
    7.F. R. Dwyer and J. Tanner， Business Marketing: Connecting Strategy， 4ed.，
    McGraw-Hill/Irwin， 2008.
    8. Galbraith， J. R.， and R. K. Kazanjian， Strategy Implementation: The Role
    of Structure and Process， 2nd ed.， St. Paul， MN， West Publishing， 1986.
    9. Gummesson, Evert, Relationship Marketing and a new Economy : It
    Stimeforde-Programming, The Journal of Service Marketing, 2002:585-589.
    10. Michael D. Hutt, Thomas W. Speh, Business Marketing Management:B2B
    12th Ed., South-Western College Pub, 2016.
    11. Michael Leenders, Harold Fearon, Anna Flynn, P. Fraser Johnson, Purchasing and Supply Management, McGraw-Hill Education, 2001.
    12. Robert W. Palmatier， Eugene Sivadas， Louis W. Stern， Adel I. El-Ansary， Marketing Channel Strategy: An Omni-Channel Approach， Routledge， 2019.
    13.Philip Kotler， Gary Armstrong， Principles of Marketing， Pearson， 2019.
    14.Ronchetto, J. R., Hutt, M. D., & Reingen, P. H., Embedded Influence Patterns
    in Organizational Buying Systems. Journal of Marketing, 53(4), 51–62.1989. https: //do1.org/10.2307/1251379
    15. Sheth， J.N. and Uslay， C. (2007) Implications of the Revised Definition of Marketing: From Exchange to Value Creation. Journal of Public Policy & Marketing， 26， 302-307.
    網路部分
    1. Ceph, Available: http://ceph.com/.
    2. Intel Data Plane Development Kit, Available: http://dpdk.org/.
    3. Open Compute Project, Available: http://www.opencompute.org/.
    4. OpenDaylight, Available: https://www.opendaylight.org/.
    5. OpenStack, Available: https://www.openstack.org/.
    6. Open vSwitch, Available: http://openvswitch.org/.
    7. Netapp官網 https://www.netapp.com/zh-hant/
    8. https://www.sef.org.tw/files/8779/DFC7D4B8-D39B-40C1-B93F-616FB266DCF4.pdf
    9. https://ls.chiculture.org.hk/tc/reform-info/648
    10. https://ic.tpex.org.tw/introduce.php?ic=5400
    11. https://ictjournal.itri.org.tw/Content/Messagess/contents.aspx?&MmmID=654304432061644411&CatID=654313611224236437&MSID=746520167134306065
    12. https://tw.news.yahoo.com/news/5-g%E5%B8%B6%E4%BE%86%E9%9B%B2%E7%AB%AF%E7%94%A2%E6%A5%AD%E7%9A%84%E5%95%86%E6%A9%9F-%E5%8F%B0%E7%81%A3%E4%B8%89%E5%A4%A7%E4%BE%9B%E6%87%89%E9%8F%88%E7%9C%8B%E4%BF%8F-043610364.html
    13. https://www.microfusion.cloud/news/gcp-2021prediction/
    14. https://www.techbang.com/posts/88956-idc-expects-taiwan-public-cloud-market-to-grow-to-us1-057
    15. https://www.ithome.com.tw/news/146175
    16. https://ic.tpex.org.tw/policy.php?ic=5400&stk_code=122911.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    109932024
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109932024
    数据类型: thesis
    DOI: 10.6814/NCCU202200939
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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