資訊系統整合服務業之策略行銷分析- 以Y公司為例

隨著數位經濟的爆發成長，企業不得不積極地面對數位轉型，根據IDC 的預估，2022年全球的65%的GDP 將會由數位化來驅動，資訊部門在企業裡不再被認為只是一個花預算的單位，資訊科技在企業的發展上已經是舉足輕重，並且影響著企業的競爭力。而資訊系統整合服務商在企業數位轉型與數位化的過程中更扮演著催化劑的重要角色。本研究將資訊系統整合服務產業的整體概況與發展作詳盡地整理，並且選擇了在產業裡仍在快速成長的中小型的資訊系統整合服務商的個案公司，針對其行銷模式做詳細的探討，整體以「策略行銷分析4C架構」為基礎，套用4C架構裡的每個成本因素分析出，資訊系統整合服務商是如何利用產品與服務結合行銷作業促成與客戶的交換。另外再以市場與產品的「安索夫矩陣」，來研究驅動資訊系統整合服務商營收成長的四個選擇象限，並且以「產業五力分析」為輔助，來檢視資訊系統整合服務商在產業裡的定位與競爭分析。利用本研究將資訊系統整合服務商在面對客戶不同心理層面的疑問，能有一套可循的策略行銷模式。並且在面臨不同領域的不同戰場，能靈活運用不同的產品策略進行推廣，加快市場佔有的腳步。再透過產業五力分析中各種影響力的研究，幫助資訊系統整合服務商更了解身處的環境競爭狀態，才能完整的建立起成功脈絡與永續經營的模式。

關鍵字

資訊系統整合服務；策略行銷分析4C架構；安索夫矩陣；產業五力分析

並列摘要

With the explosive growth of the digital economy, companies have to actively face digital transformation. According to IDC’s estimates, 65% of global GDP in 2022 will be driven by digitization, and the information department is no longer regarded as just A unit that spends the budget, information technology is already very important in the development of an enterprise, and it affects the competitiveness of the enterprise. And information system integration service providers play an important role as a catalyst in the process of enterprise digital transformation and digitization. In this study, the overall overview and development of the information system integration service industry are sorted out in detail, and the case companies of small and medium-sized information system integration service providers that are still growing rapidly in the industry are selected to make detailed discussions on their marketing models. The whole study is based on the "strategic marketing analysis 4C framework", applying each cost factor in the 4C framework to analyze how information system integration service providers use products and services to integrate marketing operations to promote exchanges with customers. In addition, the "Ansoff Matrix" of markets and products is used to study the four selection quadrants driving the revenue growth of information system integration service providers, and with the aid of the "Analysis of the Five Forces of the Industry", to examine the Positioning and competition analysis in the industry. Using this research to integrate information systems, service providers can have a set of followable strategic marketing models in the face of different psychological questions from customers. And facing different battlefields in different fields, it can flexibly use different product strategies to promote and accelerate the pace of market share. Then, through the research of various influences in the analysis of the five forces of the industry, to help information system integration service providers better understand the state of environmental competition in which they are in, can they fully establish a successful network and a sustainable business model.