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研究生(外文):Chia-Yu Yeh
論文名稱(外文):Market Penetration Strategy and Practice for Enterprise Software Industry
指導教授(外文):Yee-Yeen Chu
外文關鍵詞:Enterprise Software IndustryMarket PenetrationMarketing Strategy
  • 被引用被引用:5
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研究生:葉家育� � � � � � � � � � � �指導教授:朱詣尹�博士




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
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
摘要 I
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
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