| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 郭淑儀 | zh_TW |
| dc.contributor.author (Authors) | Kuo,Anita Shu Yi | en_US |
| dc.creator (作者) | 郭淑儀 | zh_TW |
| dc.creator (作者) | Kuo,Anita Shu Yi | en_US |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 18-Sep-2009 15:06:12 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 15:06:12 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 15:06:12 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095932013 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35471 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 95932013 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 台灣資訊服務業的興起，係源自於企業需要資訊服務以解決重複性作業及複雜的管理面問題，以及過去外商進入台灣市場促成產業的競爭發展。台灣資訊服務業者普遍存在有營運資本小、資源有限、產業鏈分工界線不明確的先天體質問題，又同時面臨內需市場小、進入障礙低、競爭者眾之環境面挑戰，在對外開拓國際市場時，又得面對瞬息萬變的環境競爭因素。資通訊科技服務係為國家基礎建設，資通訊服務是伴隨著商業應用需求而來。繼電子、資訊及通訊產品發展成為占有台灣高達3成外銷比重之後，政府已將資訊服務業列入重點推動產業，期許能在既有的硬體產業優勢下，結合資訊服務業者於軟體質量的提升，打造台灣核心競爭優勢。尤其是資訊服務產業中占比重最高之系統整合業者，應如何建立核心競爭優勢，推出具競爭力的產品服務，建立與產業客戶的長期合作關係，並確保在利基市場上的交易競爭優勢，以求獲利與永續經營發展，是值得關切的議題。本論文分析架構係以交易成本理論和策略行銷4C理論為基礎，以A公司個案分析為主軸。透過探討A公司發展歷程中如何建立4C行銷策略優勢，包括如何降低客戶之C1：外顯單位效益成本、C2：資訊搜尋成本、C3：道德危機成本，以及運用C4：專屬陷入成本等，以建立市場行銷優勢，並運用4C優勢，建立良性之4C循環，以求長期經營發展。A公司之行銷策略將可提供類似規模與背景的資訊服務業者參考之用。研究分析A公司個案後，發現其4C循環策略為，建立C1優勢加強競爭力，藉由與C3優勢強者合作拓展通路以降低C2，在客戶端建立有利的C3和C4，並為符合客戶之C1需求，再強化C1之產品效用，建立更強的C3和C4；但其中最為注重C1，因為C1是競爭力的來源，是構成其他3個C的支撐點。朝聚焦策略發展，並做好基礎技術研發和國際品質認證等基本功；對產品有明確之STP（Segmentation, Target, Positioning），並掌握市場動向之洞察力（street-smart insight），以對的產品切入對的市場（do it right），形成有利的4C循環，才能夠維持優於同業之表現。並在穩健創新經營原則下，掌握利基市場，因時因地制宜的運用4C行銷策略，才能確保4C競爭優勢。 | zh_TW |
| dc.description.abstract (摘要) | The advancement of Taiwan IT services is derived from the business needs for information service to solve duplicate activities and complicate management problems, and also contributed by the industrial competitions from foreign IT service companies’ entering Taiwan market. In Taiwan IT service industry there widely exist endowment problems like small operation capital, limited resources, vague supply chains, etc., and environmental challenges, such as the small domestic market, low industrial barrier, furious competitions, etc., and furthermore, there are changeable competition factors in exploring international markets.ICT services are the fundamental national infrastructure, and are accompanied by business application needs. As we know, electronic, information and communication products account for more than 30% of Taiwan exports. After this, with the expectation to create the core competitive strength for Taiwan, IT service industry is one of the key promotion targets chosen by the government, to combine the current hardware industrial strength with the upgrade of software quality and volume. Especially for system integration services, the majority type of IT service industry, it is always worthy to study how to build up its core competence, launch competitive product services, and establish long-term relationship with customers to ensure transaction strength in the niche market, gain profits and sustain for long.The research is based on the analysis framework of transaction cost theory, and strategic marketing 4C theory. The case study：Company A is the axis. By researching the development of Company A, to find how it can accumulate 4C strength, including how to lower customers’ external cost on utility, cost of information searches, cost of moral hazards, and better use cost of assets specificity to enter positive 4C cycles in the long run. Its marketing strategy can be used as a reference for the similar IT service companies.The finding of Company A’s 4C cycles is that, build up C1 power to strengthen its competitiveness, by alliance with C3 power enabled partners to lower C2, and establish customers positive C3 and C4. In the meantime, in accordance with the customer’s C1 needs to enforce the utility of C1, there is C3 and C4 competitiveness strengthened furthermore. Above all, it is suggested to focus on C1, and be aware that C1 is the source of competitiveness, and the leverage of other 3Cs.Deploy focus strategy, and elaborate the basic techniques of fundamental technology research and international quality assurance, with specific product STP（Segmentation, Target, Positioning）, street-smart insight and do-it-right, will form positive 4C cycles, which can result in better performance in the industry. Under the stable, innovative operation principles, catch niche markets and use strategic marketing 4C deliberately to ensure 4C competitive strength. | en_US |
| dc.description.tableofcontents | 致 謝 詞 I摘 要 IIIAbstractV目 錄 VII圖 目 錄 IX表 目 錄 X第一章 緒論 1第一節 研究背景 1第二節 研究動機與目的 2第三節 研究範圍與架構 3第四節 研究方法與限制 5第二章 文獻探討 7第一節 交易成本理論 7第二節 策略行銷4C理論 15第三章 資訊服務業與經營環境分析 22第一節 台灣資訊服務業特性 22第二節 台灣資訊服務市場概況 25第三節 台灣資訊服務業經營概況 27第四節 台灣資訊服務業發展趨勢 28第四章 個案介紹 36第一節 公司簡介 36第二節 組織架構與人力 37第三節 營運現況 39第四節 定位與經營策略 40第五節 業務發展概況 40第五章 剖析A公司 － 4C架構分析 53第一節 外顯單位效益成本分析 53第二節 資訊搜尋成本分析 59第三節 道德危機成本分析 63第四節 專屬陷入成本分析 71第五節 發展歷程與4C綜合分析 76第六章 結論與建議 80第一節 研究結論 80第二節 管理建議 87第三節 未來研究方向建議 90參考文獻 91附 錄 96附錄一、2006年上市櫃資訊服務業營運狀況表 96附錄二、通過CMMI Level 3以上評鑑組織單位 98附錄三、A公司訪談問卷摘要 99 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095932013 | en_US |
| dc.subject (關鍵詞) | 資訊服務 | zh_TW |
| dc.subject (關鍵詞) | 資訊服務業 | zh_TW |
| dc.subject (關鍵詞) | 系統整合 | zh_TW |
| dc.subject (關鍵詞) | 行銷策略 | zh_TW |
| dc.subject (關鍵詞) | 交易成本理論 | zh_TW |
| dc.subject (關鍵詞) | 策略行銷4C理論 | zh_TW |
| dc.subject (關鍵詞) | 4C交換成本 | zh_TW |
| dc.subject (關鍵詞) | 外顯單位效益成本 | zh_TW |
| dc.subject (關鍵詞) | 資訊搜尋成本 | zh_TW |
| dc.subject (關鍵詞) | 道德危機成本 | zh_TW |
| dc.subject (關鍵詞) | 專屬陷入成本 | zh_TW |
| dc.subject (關鍵詞) | IT Service（Information Technology Service） Industry | en_US |
| dc.subject (關鍵詞) | System Integration | en_US |
| dc.subject (關鍵詞) | Strategic Marketing | en_US |
| dc.subject (關鍵詞) | Transaction Cost Theory | en_US |
| dc.subject (關鍵詞) | Strategic Marketing 4C Theory | en_US |
| dc.subject (關鍵詞) | 4C Switching Cost | en_US |
| dc.subject (關鍵詞) | External Cost on Utility | en_US |
| dc.subject (關鍵詞) | Cost of Information Searches | en_US |
| dc.subject (關鍵詞) | Cost of Moral Hazards | en_US |
| dc.subject (關鍵詞) | Cost of Assets Specificity | en_US |
| dc.title (題名) | 台灣資訊服務業之行銷策略探討-以A公司為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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