台灣 APP 廠商廣告行為之研究

Abstract

The development of Taiwan mobile App has soared recently and encountered various difficulties. How do producers use different operation methods to make their Apps superior to others? By observing the global information statistic surveys, the consumption and application of Taiwan mobile market are higher, however producers that invented Apps are lower and entrepreneurs’ status exist a great gap. This study’s purposes are (1)discussing advertising marketing and individual business methods and(2)analyzing case study by using advertising marketing and business methods to offer advice for producers who will join App industries. The research was focus on Taiwan area, furthermore, AirBridge Technology Co., Rayark Technology Co., UserJoy Technology Co. and SamLu Technology Co. were the research’s targets. Through Semi-Structured interviews and cross reference information, analyzing operation of advertising marketing and business methods in competitive environment and hope to give relative advices for producers. This study aimed at analyzing four Application developers’ companies advertising marketing, and factor of business model. According to McClure (2007) pointed out five stages to analyze App lifecycle of advertising marketing, and focus on four case companies based on the results of the analysis of the similarities of advertising marketing and the differences. This study aimed at four points (1) accessing to market (2) social media application (3) word-of-mouth (4) emotional connections, to show the importance of the four conclusions and results in the trade related suggestions for the future. Moreover, according to Osterwalder and Pigneur (2010) pointed out the business model of the four dimensions to analyze four individual App developers overall operating profit, these four case companies study focus on analysis the business model of the similarity or difference, the ability of enhance profit, and the core competence, putting forward three points (1) the App project management (2) game mode App, (3) tool mode App. This study shows three conclusions of the analysis, and using these three correlations to advise suggestions for entrepreneur to enter this industry Lastly, problems existed in advertising marketing needs to discuss continually and they contained same characteristics. Research found that the companies of case study hoping to use marketing methods on target customers, but there is no clear way to ensure marketing methods used on specific group by using advertising marketing methods. Also, there is no obvious disparity between invest of marketing by entrepreneurs to enter this industry. and reception by target group. It found problems’ development don’t have regular solutions. As a result, this study summarized the same marketing problems of four case studies, advising producers focusing on solutions of discussing research problems and making good at resources to solve difficulties. This study encourages entrepreneurs to enter this industry. to take every profit chance and not restrict themselves.