| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 90 === ABSTRACT
In recent decades, information technology has played a significant role in the world. Information technology has been an essential part of many competitive corporations, and Taiwanese companies are no exception.
Nowadays, we are confronted with rapid changes in information technology, increasing customer demands, and heavy competitions.
In order to access customer demand successfully, most information technology firms put a lot of effort in R&D to develop new products.
However, not only R&D will benefit those firms to adapt to a turbulent environment, but also how to develop marketing strategies effectively.
The structure of this thesis is constructed theoretically of the STP marketing strategies by Kotler and the 4P’s marketing mixes by McCarthy.
The samples of case studies involved Tivoli and Learning Space（two different kinds of IBM’s information technology products and services）.
This thesis can be divided into two parts. The first part of the thesis involves the research through case studies to enable myself to become more sophisticated with current STP marketing strategies and 4P’s marketing mix. Furthermore, trying to focus on the relation between promotion mixes and other variables. In this thesis, it states that target markets; augment attributes of products and channel levels will influence directly on the promotion mixes.
Moreover, the second part of this thesis is using the relations, mentioned above, on the new information technology product－Domino.Doc to formulate the new product’s promotion mixes successfully.
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