根據2007年IDC的研究報告指出，在2006年，全球軟體的市場規模已經達到229,946百萬美元。國內軟體的產值，也逐年增加。全球軟體與資訊服務產業的產值，於2006年首度突破硬體產業的產值，比重達資訊產業的52%。資訊軟體產業，已經成為本世紀極為重要的產業。 本研究針對軟體產業進行分析，選擇兩家國際大廠。兩家軟體大廠的產品，分別以大型企業用戶與個人用戶為主要目標，由不同的市場區隔進入，隨著市場的趨勢脈動，成功的在不同資訊軟體領域取得領先的地位。在目標市場的佔有率大幅領先之後，個案公司進入相同的市場區隔，爭取中小企業的資訊軟體市場。因此，個案公司的行銷策略必須調整，以符合市場的需求。 本研究以訪談方式，與兩個案公司台灣分公司高階經理人會談，將兩個案公司的現行作法彙整，進行個案分析，試圖歸納出在兩家國際大廠採取的行銷策略所隱含的思維與方法，希望將此經驗以系統性的理論架構做出整理，重新詮釋兩者的競爭優勢，並進行SWOT分析。最後則對兩家大廠提供策略方面的建議。 本研究對Ａ公司提出的建議策略為：購併擴大客戶基礎，利用產品堆疊，進入中小型企業市場；對B公司提出的建議策略為：持續創新，擴充產品線進入企業應用市場，開發數位家庭市場。 本研究最後提出對後續研究方向的建議，供諸位先進參考，本研究的研究結果可以此主題來作為後續研究的基礎。 According to the IDC report in 2007, the global software market was 229,946 million US dollars. The local software market also increases year by year in local research. In 2006, the global software industry overtakes the hardware industry for the first time, and the software reaches 52% of all the IT industry. Software industry has become one of the most important industries in this century. This study chooses two international software companies for analyzing the software industry. The products of these two companies are mainly focusing on two groups of customers: consumers and enterprises. These two successful companies entered two different segments of software market and got large market share. After getting large market share in the target segment, these two companies both choose to enter the other market segment: Small and Medium Business (SMB). Consequently, these two companies must change their stragy to meet the market expectation. This study would try to collect data by interviewing the management level of Taiwan branch of these two software companies. After data collection, analyze and summarize the collected information of the practical situation is required for finding out the thought and method of how these companies are marketing and competition. Reorganizing this experience by the systematic theory construction, again annotation both competitive advantage, and SWOT analysis. Finally, a strategy would be finded out. This study would like to propose A company to enlarge customers by mergers and acquisitions, create product stacks, and enter to the SMB market. For B company, the suggestion would be innovation, Business Solution for SMB, and Digital Family.
