企業軟體業之市場滲透的策略與作法

研究生：葉家育□□□□□□□□□□□□□伀訇癒G朱詣尹□掑h

國立清華大學工業工程與工程管理研究所
摘要

本研究深入探討企業軟體業領導廠商如Oracle、Microsoft與SAP的市場滲透策略與作法，瞭解企業軟體供應商。從國內大型企業市場拓展至中小型企業市場之行銷策略。Oracle公司一直在企業軟體產業的資料庫市場表現優異，在大型企業的市場是佔有領導的地位，如今他們資料庫產品將正式要進攻中小型企業市場，如何能運用市場滲透之策略與作法獲致成功是本研究之主要議題。本研究分析其競爭者Microsoft如何進行他們的市場滲透策，推動資料庫產品成功的進入中小型企業市場，而不威脅到既有大型企業市場佔有率。Oracle在企業應用軟體市場中，隨著併購仁科成功之後，在全球應用軟體市場已晉升為第二。本研究亦深入探討Oracle與SAP此兩家企業軟體供應商如何將應用軟體推廣至中小型企業，其市場滲透之策略與作法。

本研究透過文獻探討與分析並經由個案公司訪談與資料蒐集，建立企業軟體業的市場滲透策略運作模式，來歸納出大型企業市場與中小企業市場滲透策略之差異，以及比較個案公司的在不同市場策略與作法之異同處，提出適合的各市場環境區隔滲透策略與作法，供軟體業不同區隔或其他產業作市場滲透策略與行銷運作之參考。

關鍵字：
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
Abstract
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

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