行動裝置上之應用程式的行銷策略：從區域到全球

Marketing Strategy of Mobile Application: From Domestic to Worldwide

吳尚哲(Shang-Che Wu)

指導教授 ： 林瓊菱

中原大學/商學院/國際商學碩士學位學程/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00106

摘要

隨著行動裝置從Feature Phone到Smart Phone的演變, 在其上的應用程式也從裝置廠商提供轉由大量全球軟體開發商或個人所提供, 短短五年內,形成全球性的風潮, 超過百萬個Apps 充斥在兩大作業平台 Google Android & Apple iOS, 本文探討如何將區域成功的行銷策略, 複製到全球市場, 並透過實際的操作, 分析各項行銷策略所帶來的銷售效益.

關鍵字

行動裝置App ； 智慧型手機 ； 口碑宣傳 ； 市場策略 ； 推廣

並列摘要

With mobile devices from the feature phone to smartphone evolution, applications maker on phones are transferred from the device manufacturers to software developers or individuals.
Within five years, the formation of a global trend, more than one million Apps flooded in two platforms (Google Android & Apple iOS). This article explores how the region successful marketing strategy, copy it to the global market, and through the actual operation analyze various marketing strategies brought sales effectiveness.

並列關鍵字

Promotion ； Marketing Strategy ； Smart Phone ； Mobile Apps ； Oral Spreading

參考文獻

Andersen, O. (1993) ‘On the Internationalization Process of Firms: A Critical Analysis’, Journal of International Business Studies 24(2): 209–31.

Bell, J. (1995), ‘The internationalization of small computer software firms – a further challenge to ‘stage’ theories’, European Journal of Marketing, Vol. 29 No. 8, pp. 60-75.

Benjamin, R. and Wigand, R. (1995), “Electronic markets and virtual value chains on the information superhighway”, Sloan Management Review, Vol. 36 No. 2, pp. 62-72.

Huber, G. (1991), “Organizational learning: the contributing processes and the literatures”, Organization Science, Vol. 2 No. 1, pp. 88-115.

Johanson, J. and Vahlne, J.-E. (1990) ‘The Mechanism of Internationalization’, International Marketing Review 7(4): 11–24.