影響我國多媒體工具軟體業者行銷策略之關鍵因素及其因應對策

A Study on Influencing Factors and Solution of Marketing Strategy in Multimedia Package Software of Taiwan

楊繼華(Chi-Hua Yang)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2004年)

摘要

本論文研究目的主要是探討多媒體工具軟體業者的行銷策略，會受到哪些關鍵的行銷環境變化所影響與業者的因應對策，本研究蒐集行銷環境與行銷策略等相關文獻作為研究基礎，並蒐集國內資訊軟體產業等文獻資料。在研究方法上採取質的研究，針對國內自行開發與代理的多媒體工具軟體業者進行深度訪談，並從行銷環境影響層面、企業行銷組織層面與消費者層面，探討對於業者行銷策略的影響，以及業者的因應對策。
深度訪談後的研究結果發現，國內多媒體工具軟體產品為數位內容製作產業的主要工具，國內影視製作環境的變化，對於業者有直接與間接的影響。業者的產品線的廣度不足，因此行銷環境變化的時候，會同時影響多項的產品，造成市場的流失，對於業者而言應強化行銷組合與產品組合的因應對策，以及隨時掌握市場行銷環境的變化，則有賴於行銷人員的規劃，方能夠防範於未然。業者在行銷時應注重產品的創新與應用等資訊的傳達與消費者，業者應善用媒體科技等新技術的應用，強化消費者社群的效果。

關鍵字

多媒體工具軟體 ； 行銷策略 ； 行銷環境

並列摘要

The objective of this thesis is primary to discuss the Marketing strategy of those who are in multimedia package software industry with concern on their response strategy and what are some of the key factors in the change of the marketing environment that will affect them. This research will collect related literature review in the area of the marketing environment and marketing strategy as the research foundation, as well as collecting the literary data on the information software industry, and so on domestically. As for the research method, a substance research is adopted, and an in-depth interview is conducted in the light of self development domestically, and the agency acting on behave of the multimedia package software tool professionals, while to discuss the affect on the marketing strategy of those business professionals from the aspect of influence on marketing environment, aspect on enterprise’s organization, and aspect on consumers, as well as the response strategy by the business professionals.
After the in-depth interview, it was discovered from the research result that the multimedia software tool products domestically are primary the tool manufactured by the industry of the digital contents, which the change in the film making environment domestically, has a direct and indirect affect on the business professionals. Because the extent of the product line of those business professionals is insufficient, therefore, when the marketing environment is changing, it will affect many product items at the same time, causing the market to be washed away. As for those business professionals, they should strengthen their response strategy on marketing mix and products mix, as well as to control the change in the marketing environment at all time, with having to rely on the planning by the marketing employee, in order to guard against the unknown. Those business professionals should pay attention during their marketing on conveying the information such as the products innovation and application, as well as pay attention on the consumers. The business professionals should make best use on the application of the latest technology such as media technology, in order to strengthen the effect on the consumer community.

並列關鍵字

Multimedia Package Software ； Marketing Strategy ； Marketing Environment

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