臺灣博碩士論文加值系統

隨著物聯網時代的來臨，我們正在、或即將進入充滿了數位化和智慧化的生活。然而當所有的訊息都透過網際網路來傳遞，再透過雲端提供便利的服務，也代表了我們的安全和隱私都暴露在這開放的網路平台上，隨時、隨處都可能遭受到網路駭客的攻擊。因此，伴隨著物聯網的進展，不管是終端裝置還是雲端服務，都開始積極尋求性價比高的安全加密方案。現有的方案是否已足夠抵擋多數駭客的攻擊？成本效益是否能持續最佳化？也成為了物聯網產業最關注的話題之一。然而，提及加密安全，多數人會直觀的相信，仰賴主晶片或加密晶片就可以解決所有的安全問題，卻往往忽略了所有電路板上的關鍵零組件之一-快閃記憶體。本研究透過次級資料分析物聯網可能的威脅，並透過個案分析與專家訪談等初級資料，依據哈佛商學院關於行銷策略的說明文獻架構，從5C’s市場分析、STP、4P’s行銷策略組合，逐步推導出安全快閃記憶體在物聯網產業的市場行銷策略。除了深度研讀文獻架構、並以安全快閃記憶體為例，開發其在物聯網產業的行銷策略，作為市場行銷策略的推展演練外，也期望物聯網產業在不久的將來會有更具性價比的產品問世，在便利生活的同時也提高我們的安全品質。

With the advent of the Internet of Things, we are entering, or going to enter, a smart life full of digitization and intelligence. However, when all the information is transmitted through the Internet, and then through the cloud to provide convenient services, it also represents our security and privacy are exposed on this open network platform, thus we may be attacked by the hackers at anytime and anywhere. Therefore, along with the progress of the Internet of Things, both terminal devices and cloud services are actively seeking cost-effective security solutions. Is the existing program sufficient to withstand most hacking attacks? Can cost-effectiveness continue to be optimized? It has also become one of the topics most concerned by the Internet of Things industry. However, referring to security, most of people would intuitively believe that relying on the main chip or secure element can solve all security problems, but often overlooked one of the key components of on the PCBA - flash memory. This study analyzes the possible threats of Internet of Things through secondary data analysis, and other primary data case studies and in-depth interviews with experts. Based on the Harvard Business School's description in note of marketing strategies, from market analysis 5C’s, STP, 4P’s, gradually deriving the marketing strategy of secure flash memory in the Internet of Things industry. I also hope that the Internet of Things industry will come out more cost-effective products in the near future to improve our safety and quality while facilitating our lives.

摘 要 i
Abstract ii
誌 謝 iii
目 錄 iv
圖 目 錄 vii
表 目 錄 viii
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
1.3.1 NFC 嵌入式安全元件 (NFC Embedded Secure Element) 4
1.3.2 TPM (Trusted Platform Module) 4
1.3.3 TEE 可信執行環境 (Trusted Execution Environment) 4
1.3.4 嵌入式SIM卡 (Embedded SIM, eSIM) 4
1.3.5 認證IC (Authentication IC) 5
1.3.6 安全微處理器 (Secure MCU) 5
1.4 研究流程與方法 5
第二章文獻探討 7
2.1市場分析-5C’s 8
2.1.1 客戶分析 (Customer) 8
2.1.2 公司分析 (Company) 9
2.1.3 競爭者分析 (Competitor) 9
2.1.4 協力廠商分析 (Collabroator) 9
2.1.5 環境分析 (Context) 10
2.2創造價值-目標市場選擇與產品定位(STP)和行銷組合(4 P’s) 10
2.2.1 目標市場選擇與產品定位 (STP) 10
2.2.2 行銷組合─產品和服務 (Product & Service) 11
2.2.2.1產品定義 11
2.2.2.2產品線規劃決策 12
2.2.2.3個別項目決策 13
2.2.2.4新產品開發流程 13
2.2.3 行銷組合─地點/銷售渠道 (Place/Channels) 14
2.2.3.1銷售渠道設計 15
2.2.3.2銷售渠道管理 16
2.2.4 行銷組合─促銷/行銷傳播 (Promotion) 17
2.2.4.1 任務和工具 17
2.2.4.2 非個人媒介 18
2.2.4.3 個人化銷售 19
2.2.4.4結構化行銷傳播的組合 19
2.3 捕獲價值─行銷組合4 P’s：定價(Price) 19
2.3.1 定價基礎和目標 20
2.3.2 客製化價格 20
2.3.3 價格領導 21
第三章 研究方法 22
3.1個案研究法(Case Study)介紹 22
3.2深度訪談法(In-depth Interview)介紹 22
3.3次級資料分析法 23
第四章 研究結果 24
4.1市場分析─5C’s 24
4.1.1客戶需求分析 (Customer) 24
4.1.2公司技能分析 (Company) 27
4.1.3競爭者分析 (Competitor) 32
4.1.4協力廠商分析 (Collabroator) 37
4.1.4.1 協力廠商深度訪談─Q公司 37
4.1.4.2 協力廠商深度訪談─R公司 39
4.1.4.3 協力廠商深度訪談─M公司 40
4.1.5環境分析 (Context) 40
4.2 創造價值─目標市場選擇與產品定位(STP)以及行銷策略組合 (4P’s) 42
4.2.1 市場區隔 (Segmentation) 42
4.2.2 選擇目標市場 (Target) 44
4.2.3 產品定位 (Positioning) 45
4.2.4 行銷組合 (4P’s) 46
4.2.4.1 產品 (Product) 46
4.2.4.2 渠道 (Place) 47
4.2.4.3 行銷 (Promotion) 47
4.2.4.4 價格 (Price) 48
第五章 結論 49
5.1 研究結論 49
5.2 未來研究建議 49
參考文獻 50

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