跳到主要內容

臺灣博碩士論文加值系統

(44.200.86.95) 您好!臺灣時間:2024/05/22 14:56
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:葉家育
研究生(外文):Chia-Yu Yeh
論文名稱:企業軟體業之市場滲透的策略與作法
論文名稱(外文):Market Penetration Strategy and Practice for Enterprise Software Industry
指導教授:朱詣尹朱詣尹引用關係
指導教授(外文):Yee-Yeen Chu
學位類別:碩士
校院名稱:國立清華大學
系所名稱:工業工程與工程管理學系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:145
中文關鍵詞:企業軟體產業市場滲透行銷策略
外文關鍵詞:Enterprise Software IndustryMarket PenetrationMarketing Strategy
相關次數:
  • 被引用被引用:5
  • 點閱點閱:499
  • 評分評分:
  • 下載下載:102
  • 收藏至我的研究室書目清單書目收藏:5
企業軟體業之市場滲透的策略與作法

研究生:葉家育� � � � � � � � � � � �指導教授:朱詣尹�博士


國立清華大學工業工程與工程管理研究所
摘要

本研究深入探討企業軟體業領導廠商如Oracle、Microsoft與SAP的市場滲透策略與作法,瞭解企業軟體供應商。從國內大型企業市場拓展至中小型企業市場之行銷策略。Oracle公司一直在企業軟體產業的資料庫市場表現優異,在大型企業的市場是佔有領導的地位,如今他們資料庫產品將正式要進攻中小型企業市場,如何能運用市場滲透之策略與作法獲致成功是本研究之主要議題。本研究分析其競爭者Microsoft如何進行他們的市場滲透策,推動資料庫產品成功的進入中小型企業市場,而不威脅到既有大型企業市場佔有率。Oracle在企業應用軟體市場中,隨著併購仁科成功之後,在全球應用軟體市場已晉升為第二。本研究亦深入探討Oracle與SAP此兩家企業軟體供應商如何將應用軟體推廣至中小型企業,其市場滲透之策略與作法。

本研究透過文獻探討與分析並經由個案公司訪談與資料蒐集,建立企業軟體業的市場滲透策略運作模式,來歸納出大型企業市場與中小企業市場滲透策略之差異,以及比較個案公司的在不同市場策略與作法之異同處,提出適合的各市場環境區隔滲透策略與作法,供軟體業不同區隔或其他產業作市場滲透策略與行銷運作之參考。

關鍵字:
企業軟體產業(Enterprise Software Industry)
市場滲透(Market Penetration)
行銷策略(Marketing Strategy)
Market Penetration Strategy and Practice for Enterprise Software Industry

Student:Chia-Yu Yeh Advisor:Dr. Yee-Yeen Chu
Department of Industrial Engineering & Engineering Management
National Tsing Hua University
Abstract
This research explores the market penetration strategy and practice used by the leading firms in the enterprise software industry, including Oracle, Microsoft, and SAP. The main theme is on adopting penetration strategy from the large market to the small and medium enterprise (SME) market. Oracle has achieved its outstanding position in its database for large enterprise and has been a market leader. Recently, it has launched its database products in the SME market. How to use the market penetration strategy and practice to build its market success becomes the main issue of this research. This research analyzes the strategy of the main competitors Microsoft and SAP on how they push the products into the SME market successfully without eroding its position in the large enterprise market. This research also conducts an in-depth comparison of Oracle and SAP, two leading enterprise application software suppliers on how they segment and penetrate the SME application software market.

Through a literature review and in-depth case study of leading firms, this research builds an operational model of market penetration strategy and practice for enterprise software business. The model sums up the main features and the differences of market penetration strategy and practices of the leading firms facing different marketing situations. It could provide a reference for software or other industries in formulating market penetration strategy and adopting applicable practices facing a variety of market segmentation possibilities.

Keyword: Enterprise Software Industry; Market Penetration; Marketing Strategy
目錄
摘要 I
ABSTRACT II
致謝辭 III
目錄 IV
圖目? VI
表目錄 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 研究範圍 3
1.4 論文架構 3
第二章 文獻探討 4
2.1 企業市場 4
2.1.1 企業市場區隔 6
2.1.2 企業購買決策過程 13
2.2 市場滲透 15
2.3 高科技行銷 20
2.4 企業軟體市場 29
2.4.1企業軟體領導廠商 32
第三章 研究方法 37
3.1 研究方法 37
3.2 研究對象 40
3.3 研究流程 40
3.4 市場區隔與滲透之運作模式 41
第四章 個案探討與分析 45
4.1 個案公司市場滲透策略與作法 47
4.1.1 資料庫市場-Oracle公司 47
4.1.2 資料庫市場-Microsoft公司 55
4.1.3 應用軟體市場-Oracle公司 62
4.1.4 應用軟體市場-SAP公司 66
4.2 個案比較與分析 69
4.2.1 Oracle與Microsoft 69
4.2.2 Oracle與SAP 79
第五章 結論與後續研究 88
5.1 結論與建議 88
5.2 後續研究 92
參考文獻 93
英文文獻 93
中文文獻 96
參考網站 97
附錄一 我國資訊軟體業發展近況 98
附錄二 個案公司背景 103
附錄三 訪談紀錄 109
參考文獻
英文文獻
1. Agarwal, S. Ramaswami, S. N. (1992) Choice of foregin market entry mode : impact of ownership, location, and internalizaion factors. J. Int. Bus. Stud. 23, 1-27
2. Allen, R. W. (1966) Factors Influencing Market Penetration, Management Science Vol. 13, No 1, September.
3. Anderson, E., Gatignon, H., (1986) Mode of foreign entry: a transaction cost analysis and propositions. J. Int. Bus. Stud. 171-26
4. Armstrong, G. and Kotler, P. (2000) Marketing: An Introduction (5th ed.), New Jersey: Prentice-Hall, Inc.
5. Davies, W. and Brush, K. E. (1997) High-Tech Industry Marketing the Elements of a Sophisticated Global Strategy, Industrial Marketing Management, 26. 1-13.
6. Freytag, P. V., & Clarke, A. H. (2001) Business to Business Market Segmention. Industrial Marketing Management, 24, 431-438.
7. Haruvy, E., Mahajan, V. and Prasad, A. (2004) The Effect of Piracy on the Market Penetration of Subscription, Journal of Business, vol. 77, no. 2, pt. 2.
8. Hutt, M. D. and Speh, T. W. (2004) Business Marketing Management: A Strategic View of Industrial and Organizational Markets (8th ed.), Fort Worth: Dryden Press.
9. Iansiti, M. & Levien (2004) Keystone Advantage: What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability2 R. Harvard Business School Press.
10. Kim, S. H. and Nam, S. (2004) Across the Threshold: Role of Performance and Compatibility in Innovative New Products’ Market Penetration, International Marketing Management, 33, 689-699.
11. Kotler, P. (2000) Marketing Management, 10th ed., Prentice-Hall Inc.
12. Luo, Y. and Zhao, H.(2004)Corporate Link and Competitive Strategy in Multinational Enterprises a Perspective from Subsidiaries: Seeking Host Market Penetration, International Marketing Management, 10, 77-105.
13. McCarthy, J. E. (1982) Essentials of marketing, Homewood, Ill. R.D. Irwin Inc. Rev. ed.
14. McCarthy, J. E. (1996) Basic Marketing: A Managerial Approach Haomewood, Illinois: Richard D. Irwin Inc., 12th ed.
15. Meade, P. T. and Rabelo, L.(2004)The Technology Adoption Life Cycle Attractor:Understanding the Dynamics of High-Tech Markets, Technological Forecasting & Social Change, 71,667-684.
16. Moore, G. A. (1999) Cross the Chasm - Marketing and Selling High-Tech Products to Mainstream Customers, Harper Business.
17. Moore, G. A. (2000) Living on the Fault Line-Managing for Shareholder Value in the Age of the Internet, Harper Business.
18. Moore, G. A. (1995) Inside the Tornado: Marketing Strategies From Silicon Valley’s Cutting Edge, Harper Business.
19. Mudambi, S. (2002) Branding Importance in Business-To-Business Markets: Three Buyer Clusters, Industrial Marketing Management, 31(6), 525-533.
20. Palmer, R. A. and Millier, P. (2004) Segmentation: Identification, Intuition, and Implementation, Industrial Marketing Management, 33, 779-785.
21. Pelsmacker, P., Geuen M., S, and Bergh, J. (2001) Marketing Communications, New York: Financial Times Prentice Hall.
22. Pires, G. D. and Aibett, J.(2003) The Relationship Between Technology Adoption And Strategy In Business-To-Business Markets: The Case Of E-Commerce, Industrial Marketing Management, 32, 290-300.
23. Rayport, J. F. and Sviokla, J. J. (1995) Exploiting the Virtual Value Chain, Harvard Business Review.
24. Root, F. R. (1994) Entry Strategies for International Markets. Lexington Books, Washington, DC.
25. Port, M., (1980) Competitive Strategy Free Press, New York.
26. Port, M., (1985) Competitive Advantage: Creating and Sustaining Superior Performance. Free Press, New York.
27. Port, M., (1991) Towards a Dynamics Theory of Stragy. Strateg. Manage. J. 12, 95-117 (Winder Special Issue) .
28. Rowland, T. M. and Tbomas, J. K. (1989) High-Tech Marketing: Concepts, Continuity, And Change, Sloan Management Review, Vol. 30, No. 2, pp.7-17.
29. Sheth, J. N. (1973) A Model of Industrial Buyer Behavior, Journal of Marketing, pp. 50-56.
30. Trondsen, T. (1996) Some Characteristics of Adopters of a Major Innovation in the Computer Field and Its Potential Use in Marketing. Industrial Marketing Management, 25, 567-576.
31. Webster, F. (1978) Management Science in Industrial Marketing. Journal of Marketing, 42 (1), 21-28.
32. Webster, F. E. JR. (1991) Industrial Marketing Strategy, John Wiely & Sons, Inc.
33. Wind, Y. (1978) Issues and Advances in Segmentation Research, Journal of Marketing Research, Vol. 15, pp. 217-337.
34. Wind, Y. and Robertson, T., (1983) Marketing Strategy: New Directions for Theory and Research, Journal of Marketing, 47 (2), 12-26.
35. Winer, R. S. (2000) Marketing Management, New Jersey: Prentice Hall.
36. Yankelouich, D. (1964) New Criteria for Market Segmentation, Harvard Business Review, Vol. 42, No. 2, pp. 83-99.
37. Yin. , R. K. (2001) Case Study Research: Design and Methods, 2nd ed.


中文文獻

1. 曾俊洲 (2004),2005年台灣各產業景氣趨勢調查報告—第21章資訊服務業,資策會MIC-ITIS計畫.
2. 朱寧馨 (2002),商用套裝軟體業經營成功關鍵因素之研究,國立中山大學資訊管理學系研究所碩士論文.
3. 王意文 (2002),整合行銷傳播於企業市場之應用—以某軟體公司為例,國立臺灣師範大學大眾傳播研究所碩士論文.
4. 洪良逸 (2001), 應用灰色統理論於工業市場區隔之研究─以冷凍空調業為例,國立台北科技大學生產系統工程與管理研究所碩士論文.
5. 林美杏 (2001), 我國企業在WTO政府採購協定架構下行銷策略之研究,國立中正大學企業管理研究所碩士論文.
6. 吳建興 (2000),商用套裝軟體產品策略之研究,屏東科技大學資訊管理研究所
7. 蔡明峰 (2000),我國軟體廠商通路型態選擇-交易成本與其他因素之探討,中央大學工業管理研究所
8. 林俊桐 (1994),套裝軟體行銷通路之研究,中央大學資訊管理研究所
9. 許是祥譯,安梭甫(Ansoff, H. Igor.)撰(1985)策略管理,林秀雄出版
10. 葉康雄議(1997)Microsoft成功啟示錄,圓智文化事業有限公司
11. 劉會梁議(1999)出賣Microsoft-步步為贏的Microsoft實用行銷手冊,遠流出版社
12. 侯偉深著(2004)Microsoft的經營謀落與壟斷,大拓文化事業有限公司
13. 周從郁,葉慧芳譯(1998) 異軍突起軟體巨人SAP,時報文化出版
14. 戴至中譯(2001) Oracle革命主宰未來電子商業的Oracle模式,美商麥格羅.希爾國際股份有限公司台灣分公司


參考網站

1. IDC調查中心 http://www.idc.com/
2. Gartner 調查中心 http://www.gartner.com/
3. 科技資訊網 http://taiwan.cnet.com/
4. 資策會(MIC) http://mic.iii.org.tw/
5. 財團法人工業技術研究院(ITIS) http://www.mic.iii.org.tw�
6. SAP公司網站-台灣分公司 www.sap.com.tw
7. Oracle公司網站-台W分公司 www.oracle.com.tw
8. Microsoft公司網站-台灣分公司 www.microsoft.com/taiwan/
9. www.chasmgroup.com/oracleleaders
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top