電腦軟體這個伴隨著電腦科技，成為今後人類最具影響力的產品，隨著網際網路的發展已經進入了一個新的世代。在網際網路普及之前，軟體的發展除了要靠軟體開發廠商的創造力，最重要的就是代理商的傳播力、行銷力、及銷售力，把這樣無形性、智慧性的商品，提供給所需要的顧客。網際網路普及後則發生了本質性的轉變，尤其是數位影像及多媒體這類比較偏向一般使用者的套裝軟體。 本文將以數位影像及多媒體的代理商，在台灣的通路發展為主軸，探討這樣通路商所面臨的問題及策略決策模式。其中我們將以該產業最著名代理商為個案研究標的，以該個案為主軸探討此類通路商的如何應用五力分析在市場處於發展階段，用以發展自身的競爭優勢及其策略，在市場面臨成熟時如何應用技術採用生命週期的觀點，面對網際網路普及其對通路的衝擊，並提出可行的對應策略及建議。 / Computer softwear had been the most powerful and imfluenced tool to humannity for the then and now on, which drived by Internet and hardware popularity. Before the Internet age, software’s diffusion would depend on the orginial developer’s creativity and local Distributor’s marketing, sales force to deliver this kind of intelligent and intangible products to the customer. However as the Internet age comes, some of these connection had been changed. Image and Multi-media products could be on of the the most dramatice impact groups. In this thesis we would focus on Image and Multi-media software Distributor’s. With the most famous Distributor’s case study, we could further understand how they to build core competition and long term strategy to compet the competition and fulfill the consumer and orginal developer’s needs. Especially after the Internet age, what’s the key strategy make it survive and stronger. In this case we would learn how to use Five Fore Analysis to build core competetion in the market growing age, and how to fit in Technology Adoption LifeCycle theory in the realy world and wha’s the solution for the coming age.