Marketing Strategy of Video Conferencing System – A Case Study of A Company

• Main Authors: CHANG, YU-HSIN, 張于信
• Other Authors: Bruce C.Y. Lee
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8pvqh3

碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 105 === 　　In today's internet bandwidth environment of video conference system and including audio and video compression technology, good transmission quality of audio and video files are already quite mature industry. And the BYOD(Bring Your Own Device) with the benefits of video conferencing can be called at any time, in any place, you can loosely held and participated in meeting, allow video-conferencing services are no longer just used for meeting purposes, can also bring to people and the enterprise is a huge benefit and convenience. 　　In 2016, video conferencing market size of as much as $2.1 billion, in addition to market share top three vendors of Cisco, Polycom and Huawei, the other player have less than 1/4 market share. Non top three vendors how to go about marketing strategy of strain and reduce the impact of cloud-based solution, to create greater revenue and market share, is the key to today's videoconferencing system manufacturers are concerned about this issue. 　　This study mainly through secondary data collection and related interviews, understand the industry background, development and company video conference systems in the past, present and future marketing strategy. PEST analysis, Porter’s five forces analysis to study the industry internal and external environment, and focus on A case company internal advantage and weakness, and the opportunities and threats in the external environment, development of a SWOT analysis of the company. Finally based on the SWOT analysis and research on Cisco, Polycom, Microsoft's marketing strategy for success, do the A case company 4P and STP marketing strategy marketing mix strategy discussion. 　　This study found that hardware video conferencing system products in the market will not be eliminated in the future, what is changing is how UC integrated communication applications and new huddle meeting room under the trend to achieve the best positioning of the product. This study proposed that for the product, through products customization of differences to increase market share and sales, and innovation thinking meet demands to improve products of competitiveness. For the place, to combine across-industry partnerships mode to produced more big of strategy benefits, and for the promotion, to use slogan advertising language marketing let brand visibility upgrade, to made effective of market segmentation and developed out exclusive of marketing combination, is case A company and the video conference system industry in future development of important key.