The development of the information and communications technology has enabled digital contents to be aggregated for better customer services. The purpose of this thesis is to investigate whether different types of content aggregators have different marketing strategies. In this research, content aggregators in Taiwan are divided into two categories. Their market positioning and market-mix strategies are compared. Six companies with
different market positions were investigated and the result indicates that they are different in many of their marketing strategies, including the breadth and depth of product lines, pricing strategies, content delivery channels, and promotion. Suggestions for their future improvement are discussed.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0728105-103929 |
| Date | 28 July 2005 |
| Creators | Lee, Chi-Hung |
| Contributors | Ya-Ching,Lee, Jen-Jsung, Huang, Ting-Peng,Liang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0728105-103929 |
| Rights | campus_withheld, Copyright information available at source archive |
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