A Study on the Marketing Strategy and Design Strategy in Taiwan IT Industry

• Main Authors: Chih-Huang Wang, 王智皇
• Other Authors: Hsu, Yen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/30361128774921675849

碩士 === 明志科技大學 === 工業管理研究所 === 96 === In an increasingly competitive market environment, firms want to pursue business continuity and sustainable development, then it must strengthen the enterprises competitive ability. Strategic planning of introducing new product is one of the key points in enterprises management. The purpose of the enterprise investing massive amounts of resources in seeking and launching new product is to search for the engine that allows sustainable development in enterprises. However, the key factor for whether the new product would succeed is the accurate evaluation of the market environments demand and its competitors when promoting the new product to achieve the correct distribution of marketing resources. Research indicates focusing on the concept stage of a product during the development procedure of a new product can promote the value and competitive ability of the enterprise, it is clear that design plays a crucial role. Moreover, regarding successful factors of a new product development, associated research reveals that integrating or involving marketing and development is the key success to developing a new product. The subjects in this study will involve Taiwan’s information technology industry. It investigates the differentiation of the current marketing in the IT industry and when facing a competitive market environment the design strategy and the method adopted. Further investigates the relationship between the two. The research method is through questionnaires and case interviews, to proceed in differentiating the selection of IT enterprises in Taiwan. The different aspect analysis of marketing mix can be separated into several types of marketing strategy groups. As for the individual case interviews, it is mainly to differentiate different marketing strategies from each industry to select the interview subject. Through face to face interviews, further understand the method of design strategy in information technology enterprises and associated design key points. In addition explore the co-operation and application relationship between the marketing strategy and product design coordination for the reference and application of the marketing strategic plan and design strategy. This study was discovered that the type of firms using “market leader” as product marketing motivation, their designing strategy group is being “leader”, emphasize on “sense of high quality” is the main designing request, most development type belongs to "product improvement”, and product design primarily focuses on “appearance”. Another type of enterprises using “market focus” as the product marketing motivation, their designing strategy group is “centralizer”, “ satisfying a particular market” is the main designing request, most development type belongs to “ derivative of the original product” and product design primarily focuses on “ appearance”. Another type of enterprises using “market challenge” as the product marketing motivation, their designing strategy group is “improver”, “satisfying a particular market”, “providing the basic need”, and “sense of high quality” is the main designing request, most development type belongs to “derivative of the original product” and product design primarily focuses on “function” and “appearance”. Another type of enterprises using “market niche” as the product marketing motivation, their designing strategy group is “imitator”, “satisfying a particular market is the main designing request, development type belongs to “derivative of the original product” and product design primarily focuses on “function”.