首頁 / 雜誌 / 產業與管理論壇 / 202003 (22:1期) / 物聯網事業的行銷變革:以動態能力觀點
中文篇名

物聯網事業的行銷變革:以動態能力觀點

英文篇名

Marketing Changes under the Emergence of Internet of Things: The Perspective of Dynamic Capabilities

作者

劉成豪丘宏昌唐運佳

中文摘要

本研究援引動態能力理論觀點,探討企業如何在科技快速改變的環境中,感知產業趨勢、整合內部資源、重組並建立新的組織,以進行行銷變革,進而抓住市場機會,創造競爭優勢。本研究採用單一個案,探討台灣工業電腦龍頭企業研華股份有限公司,從2010 年物聯網興起之際,如何感知這個即將高速爆發的市場,並瞭解傳統行銷模式已不足以因應物聯網的成長速度,率先建立線上行銷團隊及專業平台以聚焦於物聯網市場,並採用線上與線下整合行銷模式,將網路行銷從協同角色移向核心主導地位。此項作法對這家傳統製造業者而言是一個新的嘗試,卻帶來持續的營業成長。本個案將可啟發傳統製造業者及創新公司,如何洞悉未來趨勢並抓住新興市場機會,整合資源提早布局,以維持競爭優勢地位。

英文摘要

Through the perspective of dynamic capabilities theory, this study explores how companies can perceive industry trends, integrate internal resources, reorganize and establish new organizations to lay out products and marketing in a rapidly changing environment, and seize market opportunities to create competitive advantage. This article uses a single case to explore Advantech, a leading industrial computer company in Taiwan. From the rise of the internet of things (IoT) in 2010, how to sense the market exploded rapidly, and understood that the traditional marketing model is not enough to take the lead in the growth of IoT. Building online marketing teams and professional platforms focused on IoT market and adopted O2O (online to offline) integrated marketing model to move internet marketing from a collaborative role to a core dominant position. This practice is a new attempt for this traditional manufacturer, but it brings continuous business growth. This case will inspire traditional manufacturers and innovative companies to und erstand future trends and capture emerging market opportunities and integrate resources early to maintain a competitive advantage.

關鍵詞

物聯網動態能力線上行銷線上與線下整合行銷數位行銷internet of things (IoT)dynamic capabilitiesonline marketingonline to offline marketing (O2O marketing)digital marketing

刊名

產業與管理論壇

期數

202003 (22:1期)

起訖頁

030-054

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342020032201002  複製DOI   DOI查詢

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