THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES
碩士 === 國立臺灣大學 === 國際企業學研究所 === 93 === This thesis is to discuss if packaged mass-market software industry in Taiwan can survive and get competitive advantage under the tough competition in worldwide market. This thesis will take multimedia packaged software companies, which are bigger in scale and w...
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ndltd-TW-093NTU053201022015-10-13T11:12:49Z http://ndltd.ncl.edu.tw/handle/33587425076789739844 THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES 台灣軟體公司產品與行銷策略之探討—以多媒體套裝軟體公司為例 Wei-Tsung Lai 賴緯宗 碩士 國立臺灣大學 國際企業學研究所 93 This thesis is to discuss if packaged mass-market software industry in Taiwan can survive and get competitive advantage under the tough competition in worldwide market. This thesis will take multimedia packaged software companies, which are bigger in scale and well-known, for case study. The case study will take all these factors, including competitive advantage of nation, industry attractiveness, core competence, key success factors, and product targeting and marketing, into account. The objective is to find the best business strategies for Taiwanese packaged mass-market software industry. From the analysis of the secondary data and the result of in-depth interview of three multimedia packaged software companies, Ulead, NewSoft and CyberLink, the thesis drew to the following conclusions: 1. At the starting stage, Taiwanese packaged mass-market software companies should take the advantage of the Taiwanese hardware industry and catch market opportunities, for both survival and growth purposes. 2. After the starting stage, to compete in the worldwide market, Taiwanese packaged mass-market software companies should change the focus to building their own brand image and international marketing capabilities, rather than relying on the “hardware bundling” model. Heng-Chiang Huang 黃恆獎 2005 學位論文 ; thesis 113 zh-TW |
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碩士 === 國立臺灣大學 === 國際企業學研究所 === 93 === This thesis is to discuss if packaged mass-market software industry in Taiwan can survive and get competitive advantage under the tough competition in worldwide market. This thesis will take multimedia packaged software companies, which are bigger in scale and well-known, for case study. The case study will take all these factors, including competitive advantage of nation, industry attractiveness, core competence, key success factors, and product targeting and marketing, into account. The objective is to find the best business strategies for Taiwanese packaged mass-market software industry.
From the analysis of the secondary data and the result of in-depth interview of three multimedia packaged software companies, Ulead, NewSoft and CyberLink, the thesis drew to the following conclusions:
1. At the starting stage, Taiwanese packaged mass-market software companies should take the advantage of the Taiwanese hardware industry and catch market opportunities, for both survival and growth purposes.
2. After the starting stage, to compete in the worldwide market, Taiwanese packaged mass-market software companies should change the focus to building their own brand image and international marketing capabilities, rather than relying on the “hardware bundling” model.
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author2 |
Heng-Chiang Huang |
author_facet |
Heng-Chiang Huang Wei-Tsung Lai 賴緯宗 |
author |
Wei-Tsung Lai 賴緯宗 |
spellingShingle |
Wei-Tsung Lai 賴緯宗 THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES |
author_sort |
Wei-Tsung Lai |
title |
THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES |
title_short |
THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES |
title_full |
THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES |
title_fullStr |
THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES |
title_full_unstemmed |
THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES |
title_sort |
study of product marketing strategies for taiwanese packaged mass-market software industry --- the case of multimedia packaged software companies |
publishDate |
2005 |
url |
http://ndltd.ncl.edu.tw/handle/33587425076789739844 |
work_keys_str_mv |
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