| 摘要(英) |
As technology advances at a fast pace, consumers have higher demands for information products, which has impacted the vigorous development of the software industry and driven hardware manufacturers to achieve technological breakthroughs. However, due to insufficient research achievements and brain drain, the information service industry in Taiwan mostly relies on foreign hardware and software companies. This has resulted in the emergence of value-added distributors and resellers. Resellers have to stay professional and maintain a good relationship with existing customers, while building trust among their downstream and upstream partners. Intangible products, such as knowledge and services, will be sold in the future. Opportunities of new generation software development are emerging with a huge demand for new generation software, plus the increased demand for information systems which evolve from enterprise packages and internal information systems to comprehensive system integrated information services, etc. At this time, it is beneficial for Taiwanese companies to gain insight into how to take control of their own resources and capabilities, plan and develop adequate information services and business strategies, and actively promote quality products as well as improve service quality to maintain market competitiveness.
This Study discusses the conflicts and challenges of Company A in the case from the viewpoint of the distributor. It investigates into how to utilize the Group’s resources to allocate the organizational resources timely and appropriately, and combine them with the strength of distributors and customers to develop a continuously profitable model for sustainable company operations. Although Company A is recognized in the industry and has entered its mature stage, its customers have increased demands for information services. The overall competition in the industry is still fierce, so information service companies are difficult to operate. Therefore, companies must continuously review their capabilities and resources, and understand the landscape and dynamic development of the industry to correct, adjust, and develop appropriate information service strategies. Companies must continuously discover important advantageous factors and revenue streams to effectively reduce various competition and increase their profits.
This Study mainly discusses the marketing strategies of the information service industry and the development direction in the future. It uses the case study method and takes Company A as an example. Through qualitative research, analysis and recommendations are put forth to assist domestic information service companies in their marketing strategies. Effective recommendations about marketing strategies will be provided by collecting related market data and SWOT analysis.
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| 參考文獻 |
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