by Au-Yeung Wai-Chi Peggy and Chan Kwok-Cheung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 49-50). / ABSTRACT --- p.3 / TABLE OF CONTENTS --- p.5 / Chapter / Chapter I. --- INTRODUCTION --- p.7 / The Computer Software Market in China --- p.7 / Literature Review --- p.9 / China - the World's Fastest Growing Computer Market --- p.9 / The Software Piracy Problem in China --- p.9 / Software Piracy Can be a Cultural Problem --- p.10 / Western Pressures on the Chinese Government to Enforce EPR Laws --- p.12 / Suggested Solutions --- p.15 / Project Objectives --- p.16 / Methodology --- p.17 / Chapter II. --- MAJOR FACTORS RELATED TO PIRACY --- p.19 / Culture --- p.19 / Intellectual Property Laws and Regulations --- p.21 / "China Piracy Law Case Example ´ؤ Word Perfect, Microsoft and Autodesk vs. Beijing Giant Computer Co." --- p.22 / Chapter III. --- SOLUTION HYPOTHESIS --- p.23 / Law Enforcement --- p.23 / Education --- p.25 / Technology --- p.26 / Marketing Approaches --- p.28 / Chapter IV. --- INTERVIEW INTERPRETATION --- p.32 / Causes of Piracy --- p.32 / Insufficient and Incomplete Enforcement of DPR laws --- p.32 / Lack of EPR Knowledge in the Chinese 'Collective' Culture --- p.33 / Nature of Mankind --- p.34 / Limited Distribution and Sales Channel --- p.34 / Existence of Purchasing Power Parity --- p.34 / Solutions --- p.35 / Education --- p.35 / Law Enforcement --- p.36 / Marketing Approaches --- p.36 / Technology --- p.39 / Chapter V. --- CONCLUSION --- p.40 / APPENDIX --- p.42 / Chapter A. --- 1994/1995 Piracy Statistics in Various Countries --- p.42 / Chapter B. --- Interview Questionaire --- p.47 / BIBLIOGRAPHY --- p.49

The effects of experience and expertise on managers' search for information while screening new product concepts were investigated using a computer interactive screening simulation. Relationships between respondents' attributions about product success and failure, their judgments of the diagnosticity (predictive usefulness) of different types of information, and information search were also investigated. Sixty-two respondents from the microcomputer software industry and the pharmaceutical industry were involved in the study. They searched for information about three new product concepts, then evaluated the three concepts. The three concepts were designed to vary the decision context--one concept had predominantly favorable attributes, one had predominantly unfavorable attributes, and one was mixed. The study showed that experience and expertise were related but distinct constructs which could have differing effects on information search and on concept evaluation. Under conditions of favorable and mixed attributes, increased expertise and experience led to less information search. Expertise was related to spending less time in search, while experience was related to spending more time searching for information. Both constructs were related to managers' perceptions of information diagnosticity. Both constructs were also related to the cutoffs used when screening new product concepts, though the relationships depended on the criteria for screening as well as the respondent's industry. Expertise was related to the evaluation of the new product concepts, while experience was not. / Ph. D.

Developing countries like Tanzania experience challenges towards utilization and acceptance of ICT; calling for a need to further research on the concept. Open Source (OS) usage is a potential strategy for addressing such challenges. However, the success of this strategy strongly relies on the strength of the promotional efforts. The study, therefore aims at assessing the OS promotional efforts in relation to ICT acceptance challenges in Tanzania. This study entailed a descriptive, mixed-methods research. A literature analysis, document analysis and observations of OS community activities were conducted in order to list the ICT acceptance challenges. The results formed a basis for survey and interview questions. The findings obtained were triangulated to determine the existing OS promotional activities and assess the effectiveness of the promotional efforts in addressing ICT acceptance challenges in Tanzania. The study also makes recommendations on how OS promotional efforts should be changed to improve their effectiveness. / Computing / (M.Sc. (Information Systems))

軟體市場的競爭是日益激烈，許多軟體廠為提昇其自我的生存能力，大部分軟體廠商會將其公司資源投注於產品的研發及通路發展而忽略如何運用軟體銷售授權模式的改變來提昇其競爭能力。目前市場的軟體授權模式除了傳統套裝軟體一次買斷式模式外，也有所謂的訂閱、依使用量、或依功能模組等單位向使用者索取費用等非一次買斷式的軟體銷售模式。 本研究以企業用戶為探討對象，經過國內外文獻資料與相關市場調查的蒐集，並整理目前軟體產業中成功代表個案，包含：微軟、Salesforces.com、Apple iTunes 線上音樂以及Google，彙整其競爭優勢、策略與挑戰，藉此進一步探討不同軟體銷售模式發展下行銷通路的變化、各類應用軟體適用的銷售模式分析、以及多元軟體銷售機制對軟體廠商與消費者的影響。 針對上述議題，本研究以提升顧客價值為觀點，提出以下六點結論，以期作為軟體廠商擬定公司行銷策略之參考與依據，與及企業用戶訂定軟體採購的方針。這六點結論如下所敘：(1)不同銷售模式有著不同的銷售通路，因此採用對的銷售模式及銷售通路，將有助於軟體廠商進入新的市場；(2)整體擁有成本低、功能變動小、諮商維護需求低，且對企業效益不高的軟體產品，適用於一次買斷軟體銷售模式；(3) 當產品使用人數少，但對產品功能的維護、更新需求高時，建議企業採取依使用人次配合固定租金無限使用模式；(4)當對該軟體產品之使用效益評估尚不明確時，建議企業可先採取依使用量計價的模式；(5)建議既有軟體廠商可善用多元銷售模式與傳統買斷式、大量授權銷售模式的整合，積極與顧客建立長期關係；(6)軟體廠商應不斷精益求精，提供更好的服務品質。 / Today's software vendors must consider a wide assortment of licensing models to maintain the competitive edge on the marketplace instead of solely resource investment on either R&D or sales channel. Traditionally perpetual licensing selling model characterized by large, upfront costs is still the major software selling model, however, several non-perpetual licensing models (i.e. term licensing) like subscription and utility pricing, defined as pay-as-you-go pricing based on a fixed or variable metric are gaining attention. To better understand different licensing selling model approach toward the enterprise customers, and the their impacts on channel ecosystem, selling advantage and the connection between enterprise buyers and software vendors, the study has elaborated recent marketing researches and celebrity cases in the market. The cases we went through include Microsoft, Salesforce.com, Apple and Google. Base on the core principle of “customer value”, the study has identified 6 takeaways that can be used by both software vendors and enterprise customers for marketing strategy planning and procurement tactics implementation. Below are the 6 takeaways. 1.Different licensing models come with different selling channels; an appropriate licensing model adoption will effectively help software vendors to penetrate to new market. 2.The perpetual licensing model is more suitable to the software applications whose characteristics are low TCO, infrequent function update and few maintenance effort 3.Subscription model is a choice for the software applications that have frequent function updates, high maintenance effort but use by few people daily 4.Pay-as-you-go pricing model for usage will benefit to enterprise customers when the ROI of software application they are using is unclear 5.Existing market players of software application will be paid back from long-term customer relation by aggressively deploying multiple licensing models (perpetual and term licensing) together 6.Face competitive challenge of revenue stream and future growth, Software vendors not only should continuously work on better-for-customer products and services for enterprise customers, a better-for-customer pricing model development are a crucial pivot point as well.

Developing countries like Tanzania experience challenges towards utilization and acceptance of ICT; calling for a need to further research on the concept. Open Source (OS) usage is a potential strategy for addressing such challenges. However, the success of this strategy strongly relies on the strength of the promotional efforts. The study, therefore aims at assessing the OS promotional efforts in relation to ICT acceptance challenges in Tanzania. This study entailed a descriptive, mixed-methods research. A literature analysis, document analysis and observations of OS community activities were conducted in order to list the ICT acceptance challenges. The results formed a basis for survey and interview questions. The findings obtained were triangulated to determine the existing OS promotional activities and assess the effectiveness of the promotional efforts in addressing ICT acceptance challenges in Tanzania. The study also makes recommendations on how OS promotional efforts should be changed to improve their effectiveness. / Computing / M.Sc. (Information Systems)

by Chan Kin-Leung, Fung Kit-Chu, Kitlen. / "Innovations, software for education 1998" (23 p.) inserted. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 52-53). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / Chapter / Chapter I --- INTRODUCTION --- p.1 / Project Objectives --- p.1 / Organisation of the Report --- p.2 / Research Methodology --- p.2 / Chapter II --- BACKGROUND OF THE EDUCATIONAL SOFTWARE MARKET --- p.4 / Emergence of the Market --- p.4 / Market Segments --- p.6 / Size and Potential of the Market --- p.7 / Market Players and Their Relationships --- p.8 / Business Cycle --- p.12 / Chapter III --- SMALL BUSINESS --- p.14 / Definition --- p.14 / Is Innovations a Small Business? --- p.15 / Chapter IV --- "INNOVATIONS, THE SUBJECT COMPANY" --- p.16 / History --- p.16 / Operation --- p.16 / Business Objectives --- p.17 / Business to Date --- p.18 / Chapter V --- COMPETITIVE ANALYSIS OF THE COMPANY --- p.20 / SWOT Analysis --- p.20 / Financial Analysis --- p.24 / Chapter VI --- SURVEY RESULTS AND IMPLICATIONS --- p.26 / Growth Rate of the Market --- p.27 / Schools' Awareness of the Purchasing Channels --- p.28 / Purchase Barriers --- p.29 / Effectiveness of Marketing Activities --- p.29 / Software Selection Criteria --- p.30 / Schools' Spending Power --- p.31 / Chapter VII --- RECOMMENDTAIONS --- p.32 / Business Strategy --- p.32 / Sales and Marketing Strategy --- p.36 / Operational Strategy --- p.38 / Implementation Plan --- p.39 / Financial Forecast after Implementation Plan --- p.42 / Chapter VIII --- CONCLUSION --- p.44 / APPENDIX --- p.46 / BIBLIOGRAPHY --- p.52

The subject for the Diploma Thesis is Marketing Plan for a company whose core business is development and sell of the Information software for veterinarian. The framework is focused on strategic marketing management and preparation of Marketing plan in theoretical way. Practical part consists of the marketing plan for the company.

by Li Yeuk Sheung Jessie, Poon Polly. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaf 94). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF APPENDICES --- p.vii / ACKNOWLEDGMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.2 / Background Information --- p.3 / Rivalry among Established Firms --- p.3 / The Threat of Substitute Products --- p.4 / Potential Competition --- p.5 / The Bargaining Power of Buyers --- p.5 / The Bargaining Power of Suppliers --- p.6 / The Role of Macro environment --- p.6 / Chapter II. --- METHODOLOGY --- p.9 / Research Design --- p.9 / Data Collection Method --- p.10 / Secondary Data --- p.10 / Primary Data --- p.10 / Sampling --- p.12 / Fieldwork --- p.14 / Qualitative Method --- p.14 / Quantitative Method --- p.15 / Chapter III. --- LIMITATIONS --- p.16 / Chapter IV. --- FINDINGS --- p.18 / Interviews and Observations of Schools --- p.18 / Quantitative --- p.18 / Information Technology in Education (ITE) --- p.18 / Teaching and Learning via Network --- p.19 / Educatonal Software --- p.19 / Chapter V. --- DATA ANALYSIS --- p.21 / Hypothesis 1 --- p.21 / Hypothesis la ´ؤ The Present ITE Resources are Sufficient in Hong Kong Secondary School --- p.21 / Interviews and Observations --- p.21 / Questionnaires --- p.23 / Hypothesis lb ´ؤ The Current Government Policy of Implementing ITEis Compatible With That of Hong Kong Secondary Schools --- p.24 / Interviews and Observations --- p.24 / Questionnaires --- p.25 / Hypothesis lc -- Hong Kong Secondary Schools Face No Difficulties When Implementing ITE --- p.25 / Interviews and Observations --- p.25 / Questionnaires --- p.26 / Conclusion of Hypothesis 1 -- It is Feasible for Hong Kong Secondary Schools to Use ITE --- p.27 / Hypothesis 2 --- p.27 / Hypothesis 2a ´ؤ Teaching & Learning via Networks is Accepted by Teachers --- p.27 / Interviews and Observations --- p.27 / Questionnaires --- p.29 / Hypothesis 2b Teachers Think ITE Infrastructure is Sufficient to Implement Teaching and Learning via Networks --- p.30 / Interviews and Observations --- p.30 / Questionnaries --- p.31 / Conclusion of Hypothesis 2--It is Suitable for Hong Kong Secondary Schools to Implement Teaching and Learning via Networks --- p.32 / Hypothesis 3 --- p.32 / Hypothesis 3a -- Educational Software is Not Commonly Used --- p.32 / Interviews and Observations --- p.32 / Questionnaires --- p.33 / Hypothesis 3b -- The Contents of Current Educational Software is Not Compatibility with the Course Contents --- p.34 / Interviews and Observations --- p.34 / Questionnaires --- p.35 / Hypothesis 3c -- The Current Mode of Educational Software is Not Compatible with the Contents of Courses --- p.35 / Interviews and Observations --- p.35 / Questionnaires --- p.36 / Conclusion of Hypothesis 3 -- Current Educational Software is Unsuitable for Hong Kong Secondary Schools to Implement ITE --- p.37 / Chapter VI. --- RECOMMENDATIONS --- p.39 / Define and Segment a Market --- p.39 / Adopt Product Differentiation --- p.40 / Tailor-make the Contents to Local Schools --- p.40 / Target Specific Subjects --- p.41 / Provide Suitable Modes of Educational Software According to Local Tastes --- p.41 / Adopt Price Differentiation Strategy on Specific Subjects --- p.42 / Provide Augmented Services --- p.43 / Tailor-make Packages for Individual Schools Based on Their Needs --- p.43 / Long-Term Contracting with Publishers --- p.44 / Expertise Obtained from Outside --- p.44 / Provide Training Courses to Teachers --- p.45 / Marketing Mix Strategies --- p.45 / Distribution Strategies --- p.45 / Promotion Strategies --- p.46 / Product Strategies --- p.47 / Pricing Strategies --- p.47 / Modify the Company Structure --- p.48 / Chapter VII. --- CONCLUSION --- p.49 / APPENDIX --- p.51 / BIBLIOGRAPHY --- p.94