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Marketing Strategy of Digital Video Content Aggregators

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.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0728105-103929
Date28 July 2005
CreatorsLee, Chi-Hung
ContributorsYa-Ching,Lee, Jen-Jsung, Huang, Ting-Peng,Liang
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0728105-103929
Rightscampus_withheld, Copyright information available at source archive

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