近年來台灣日益邁向國際化，越來越多外商公司對台灣市場感到興趣並進入投資，但如何成功打入市場並獲利，其中一項在行銷策略上的關鍵就是「行銷在地化」。本研究課題主要為探討外商公司正式進入台灣市場後，如何在行銷策略及方法上結合台灣本土特色，達成「行銷在地化」。而研究範疇將以遊戲產業為例，探討外商遊戲公司如何挾自身資金、品牌形象、品牌知名度等優勢進入台灣市場後，如何運用行銷在地化的方式來推廣與行銷自家產品。

研究初期使用「STP理論」、「4P行銷策略」等行銷理論來研究問題，但在研究過程中發現，過往的行銷理論並未特別針對「行銷在地化」進行獨立探討或者在併入考量時並未特別研究，單就使用過往的行銷理論將無法完美解決問題。

所以本論文以質性研究之個案研究法，針對單一間外商遊戲公司如何運用行銷在地化，成功打入台灣市場，而公司以外商遊戲公司「Wargaming.net」(戰遊網)進行個案研究，並與台灣分公司創辦人「Sky」進行深度訪談，預期從研究中找出經驗通則與執行方式，提供未來欲進入台灣市場之外商公司，可運行的行銷在地化方式。

研究結果顯示，在「STP理論」理論方面，Wargaming在擴張市場時並未依照其順序進行市場區隔，而是根據產品特性來進行；而「4P行銷策略」方面，則是針對各個P的策略組合實施「行銷在地化」。雖然實務上的策略應用與理論不盡相同，但可以發現Wargaming還是非常成功地打入了台灣市場，未來欲進入台灣市場的外商公司可以參考本研究，訂定行銷策略。

【關鍵字】外商公司、行銷、在地化、遊戲產業

Taiwan has gradually moved towards internationalization in recent years. More and more foreign companies have wanted to enter the Taiwan market, but how to successfully expand their market and gain profit is a major issue. One of the main marketing strategies is through “marketing localization”. The research mainly discusses how a foreign company gets into the Taiwan market by integrating their marketing strategy with Taiwanese local characteristics and reach “Marketing Localization”. This research is set in the Gaming Industry in hopes of understanding how a foreign company uses existing advantages such as funds, brand image or brand awareness to get into the Taiwan market.

In the early phase of the study, I used marketing theories such as "STP Process" and "The Marketing Theory of 4Ps" to solve the problem. However, during the course of the study, I found that past marketing theories did not specifically discuss the issue of "Marketing Localization". Therefore, to tackle this uncovered territory, using past marketing theories may not be a perfect solution to address this particular problem.

I took a case study approach while conducting the research by selecting a foreign gaming company, “Wargaming” (戰遊網), as target, and did a deep interview with Sky Lin, founder of the Taiwan Wargaming Office. Through research and a thorough interview, I expect to find some general rules based on experience as well as implementation, which in turn enables one to provide some practical advice regarding marketing strategies to other foreign companies that also set eyes on the Taiwan market.

The results show that in the "STP Process" theory, Wargaming did not follow the order of market segmentation in the expansion period when they get into the Taiwan market. Instead, they carried out their own order set according to each product’s characteristics. Similarly, as for "The Marketing Theory of 4Ps", the strategy for each P is combined with the implementation of "Marketing Localization". Despite the discrepancy between practice and theory, there is no doubt that Wargaming still very successfully enters the Taiwan market. Foreign companies that also want to enter the Taiwan market can refer to this study by setting themselves some similar marketing strategies.

Key Words: Foreign Company, Marketing, Localization, Gaming Industry

Abstract 1
Acknowledgement 3
1. Introduction
1.1 Research Background 5
1.2 Research Purposes 5
1.3 Research Structure 6
2. Literature Review
2.1 Gaming Industry Overview 7
2.2 STP Process 12
2.3 The Marketing Theory of 4Ps 15
2.4 Research Gap Identification 16
3. Research Methodology
3.1 Research Method 17
3.2 Company Background 17
3.3 Interview Questions 19
4. Result
4.1 Interviewee Background 21
4.2 Interview Content 22
5. Discussion
5.1 STP Process 27
5.2 Marketing Theory of 4PsTP Process 29
5.3 Theory methods based on Wargaming.net 31
6. Conclusion and Suggestion
6.1 Main Findings 34
6.2 Practical Implication 34
6.3 Limitation and Future Research 35
Reference 36

1.
曾俊洲(民國105年1月1日)。台灣遊戲產業的發展現況與未來景氣展望。今日合庫，493。民106年5月19日取自：http://www.tier.org.tw/achievements/pec3010.aspx?GUID=0b8cb47c-bec3-4c80-9d7b-a076ce2b5101

2.
鄭少凡(民國102年2月5日)。曾經世界第三 台灣遊戲產業失落的十年。看雜誌，129。民106年5月19日取自：https://www.watchinese.com/article/2013/4934

3.
張家銘(民國104年)。台灣遊戲產業發展之危機與轉機(碩士論文)。取自http://handle.ncl.edu.tw/11296/ndltd/09669877018524596640

4.
(2016, 04). THE GLOBAL GAMES MARKET REACHES $99.6 BILLION IN 2016, MOBILE GENERATING 37%. newzoo. Retrieved 05, 2017, from https://newzoo.com/insights/articles/global-games-market-reaches-99-6-billion-2016-mobile-generating-37/

5.
Andrew, K. (2011, 05). History of The Video Game Industry. The Growing Gaming Industry. Retrieved 05, 2017, from http://www.pages.drexel.edu/~as3445/

6.
Russell, K. (n.d.). Exploring the evolution of the games market. Monotype. Retrieved 05, 2017, from http://www.monotype.com/blog/articles/exploring-the-evolution-of-the-games-market/

7.
(n.d.). Super Nintendo Entertainment System. N-SIDER. Retrieved 05, 2017, from http://www.n-sider.com/hardwareview.php?hardwareid=5

8.
(n.d.). System List. GameFAQs. Retrieved 05, 2017, from https://www.gamefaqs.com/games/systems

9.
(n.d.). Console Specs. Angelfire. Retrieved 05, 2017, from http://www.angelfire.com/electronic2/mariotan/

10.
Kotler, P. (1991). Marketing Management: Understanding the critical role of marketing in organizations and society (7th ed.), New Jersey: Prentice-Hall.

11.
Wind, Y. (1978). Issues and advances in segmentation research. Journal of Marketing Research, 15(3), 317-337.

12.
Kotler, P., Armstrong, G, (2004). Principles of Marketing, (10th ed.), New Jersey: Pearson

13.
Nguyen, H. N. (2014). A Case Study of Glocalization Practices in Marketing Strategy of Starbucks in Vietnamese Coffee War (Master's thesis). Retrieved from
http://handle.ncl.edu.tw/11296/ndltd/90481033919991359329

14.
Kotler, P., (2000). Marketing Management (10th ed.), New Jersey: Prentice-Hall.

15.
Dibb, Sally &Simkin, Lyndon (1996) The market segmentation workbook: Target marketing for marketing managers Routledge, London
16.
E. Jerome McCarthy (1960) Basic Marketing: A Managerial Approach

17
Eisenhardt, K. M. (1989). Building theories from case study research, Academy of
Management Review, 14(4), 532–550.

18
Eisenhardt, K. M. and Graebner, M. E. (2007). Theory building from cases: Opportunities
and challenges, Academy of Management Journal, 50(1), 25–32.

19
Yin, R. K. (1998). The abridged version of case study research: Design and method. In: Bickman, L. and Rog, D. J. (eds.) Handbook of applied social research methods. Thousand Oaks, CA: Sage.

20
Yin, R. K. (2009). Doing case study research. 4th ed. Thousand Oaks, CA: Sage

21
Wargaming.net (n.d.). About Wargaming [Press Release Introduction].
Retrieved from https://www.cloudera.com/more/news-and-events/press-releases/2017-02-22-wargaming-partners-with-cloudera-to-expand-online-gaming-platform-using-machine-learning.html