| Summary: | 碩士 === 國立雲林科技大學 === 工業工程與管理研究所碩士班 === 92 === Rapid development of internet technology changed the competition configuration of the overall economic system. E-commerce serves as another powerful distribution channel to market product & services. Internet Technology did not only change the distribution channel itself, there were other innovations developed through internet. Costumers can shop online as long as they have access to the internet
Those innovations are called digital attributes products, such as e-book, future-telling, music et cetera. As internet technology advanced exponentially, many enterprises started to invest in this mavlcet sector. Nevertheless, there are miscellaneous products with little differentiation among themselves. If seems to be a critical problem for the marketers. Other than product diversification, enter pusses have to structure their marlceting strategy with adequate product mix in order to achieve their sales target. Hence this research will look at the following aspects digital attributes product and its marketing mix effectiveness, apply the game theory to establish the pricing of various product mix, analysinning the level of differentiation among these product mix, the marketing mix which maximizes profit.
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