台灣 APP 廠商廣告行為之研究

台灣手機應用程式軟體 App 開發產業,近年來蓬勃發展,但亦也面臨各種樣態的競爭困境,舉凡台灣手機應用程式軟體 App 開發商經營模式大不相同,要如何在競爭中脫穎而出。就全球的資訊統計數據中皆可觀察出,台灣於行動市場上的消費支出高且運用廣,但台灣開發商於全球行動產業的排名卻屈指可數且開發商於產業的地位落差極大。本研究之目的有二,(一)探討台灣 App 開發商之廣告行銷與個別商業模式(二)透過廣告行銷與商業模式的個案分析,以提供未來欲進入 App 產業者相關建議。本研究之研究範圍以台灣地區為主,經過資訊的檢索以及相關產業人士的推薦後,以「聖星科技、天橋科技、雷亞遊戲、宇峻奧汀科技四家 App 開發商做為個案研究對象。透過半結構式之專家訪談法,將資料交叉比對後分析各開發商在競爭環境下之廣告行銷及商業模式的運行,盼能為未來有意進入此產業之廠商提供相關之建議。本研究針對四家 App 開發商個案公司之廣告行銷與商業模式要素分別進行分析。根據學者 McClure (2007)提出之 App 生命週期五個階段來分析廣告行銷,並針對分析結果提出四家個案公司於廣告行銷之相同點與相異點,本研究透過相同點與相異點的分析, 進而提出四點(一)進入市場(二)社群應用(三)口碑傳播(四)情感連結,以說明分析結果與此四點結論之關聯及重要性,再運用本研究提出的四點結論提出對未來欲進入此產業者相關建議。另外,根據學者 Osterwalder and Pigneur (2010)提出之商業模式四大構面來分析四家個別 App 開發商的整體獲利營運,並針對分析結果提出四家個案公司於商業模式之相同點與相異點以及四家個案公司之核心能力與獲利方式,本研究透過相同點與相異點以及核心能力與獲利方式的分析,進而提出三點(一)App 專案式管理(二) 遊戲類型 App(三)工具類型 App,研究針對分析結果提出三點結論,並運用此三點關聯性提出對未來欲進入此產業者相關建議。最後,本研究於 App 四家個案公司的探討與分析過程中發現,本研究主要研究對象於廣告行銷上存在著問題需要持續討論,而這些問題皆擁有共同的特性。研究發現個案公司所使用的行銷皆希望直接到達目標族群,但在運用廣告行銷手段時,並無一個明確的方式以確保行銷到達目標族群,本研究認為個案開發商於行銷的投入與目標族群的接收在市場上產生明顯的落差,並且發現問題於發展上並無固定的解決方針,因此本研究在此提出研究討論,針對研究的問題發現,以歸納出四家個案公司於行銷的共同問題, 研究建議未來欲進入此產業者著重於研究問題討論的解決方針,並且善用資源解決問題,切勿自我設限,抓緊每一個可能獲利的機會。

關鍵字

行動行銷； App 生命週期；手機應用程式；商業模式；行動廣告

並列摘要

The development of Taiwan mobile App has soared recently and encountered various difficulties. How do producers use different operation methods to make their Apps superior to others? By observing the global information statistic surveys, the consumption and application of Taiwan mobile market are higher, however producers that invented Apps are lower and entrepreneurs’ status exist a great gap. This study’s purposes are (1)discussing advertising marketing and individual business methods and(2)analyzing case study by using advertising marketing and business methods to offer advice for producers who will join App industries. The research was focus on Taiwan area, furthermore, AirBridge Technology Co., Rayark Technology Co., UserJoy Technology Co. and SamLu Technology Co. were the research’s targets. Through Semi-Structured interviews and cross reference information, analyzing operation of advertising marketing and business methods in competitive environment and hope to give relative advices for producers. This study aimed at analyzing four Application developers’ companies advertising marketing, and factor of business model. According to McClure (2007) pointed out five stages to analyze App lifecycle of advertising marketing, and focus on four case companies based on the results of the analysis of the similarities of advertising marketing and the differences. This study aimed at four points (1) accessing to market (2) social media application (3) word-of-mouth (4) emotional connections, to show the importance of the four conclusions and results in the trade related suggestions for the future. Moreover, according to Osterwalder and Pigneur (2010) pointed out the business model of the four dimensions to analyze four individual App developers overall operating profit, these four case companies study focus on analysis the business model of the similarity or difference, the ability of enhance profit, and the core competence, putting forward three points (1) the App project management (2) game mode App, (3) tool mode App. This study shows three conclusions of the analysis, and using these three correlations to advise suggestions for entrepreneur to enter this industry Lastly, problems existed in advertising marketing needs to discuss continually and they contained same characteristics. Research found that the companies of case study hoping to use marketing methods on target customers, but there is no clear way to ensure marketing methods used on specific group by using advertising marketing methods. Also, there is no obvious disparity between invest of marketing by entrepreneurs to enter this industry. and reception by target group. It found problems’ development don’t have regular solutions. As a result, this study summarized the same marketing problems of four case studies, advising producers focusing on solutions of discussing research problems and making good at resources to solve difficulties. This study encourages entrepreneurs to enter this industry. to take every profit chance and not restrict themselves.

並列關鍵字

Mobile application ； Business model ； Mobile marketing ； Mobile advertising ； Application life cycle

參考文獻

林怡伶,2013,建構標籤式行動廣告的漸進式三階層分群系統,國立臺灣大學電機工程學系碩士論文。

江義平與湯少華,2009,「台日韓行動行銷經營模式比較分析研究」。Journal of e-Business 電子商務研究,9 卷 1 期,頁 27-58。

陳品妏,2012,探討行動應用程式之使意向影響因素-分解計劃行為理論觀點報,國立中央大學企業管理學系碩士論文。

李煉祥,2011,智慧型手機軟體商店之商業模式分析,中央大學資訊管理學系碩士論文。

財團法人資訊工業策進會,2013,「2012 Taiwan 數位內容產業年鑑」,經濟部工業局。梁佑豪,2013,以顧客價值認知探討 App 開發商業模式與開發商利潤-系統動態法,國立成功大學企業管理學系碩士論文。

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台灣 APP 廠商廣告行為之研究

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