THE STUDY OF PRODUCT MARKETING STRATEGIES FOR TAIWANESE PACKAGED MASS-MARKET SOFTWARE INDUSTRY --- THE CASE OF MULTIMEDIA PACKAGED SOFTWARE COMPANIES

This thesis is to discuss if packaged mass-market software industry in Taiwan can survive and get competitive advantage under the tough competition in worldwide market. This thesis will take multimedia packaged software companies, which are bigger in scale and well-known, for case study. The case study will take all these factors, including competitive advantage of nation, industry attractiveness, core competence, key success factors, and product targeting and marketing, into account. The objective is to find the best business strategies for Taiwanese packaged mass-market software industry.

From the analysis of the secondary data and the result of in-depth interview of three multimedia packaged software companies, Ulead, NewSoft and CyberLink, the thesis drew to the following conclusions:
1. At the starting stage, Taiwanese packaged mass-market software companies should take the advantage of the Taiwanese hardware industry and catch market opportunities, for both survival and growth purposes.
2. After the starting stage, to compete in the worldwide market, Taiwanese packaged mass-market software companies should change the focus to building their own brand image and international marketing capabilities, rather than relying on the “hardware bundling” model.