品牌耳機的發展策略以M公司為例｜國立臺灣科技大學博碩士論文系統

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研究生：	林志強 Chih-Chiang Lin
論文名稱：	品牌耳機的發展策略以M公司為例 The Development Strategy to Branded Headset The Case Study of M Company
指導教授：	盧之偉 Chih-Wei Lu
口試委員:	張倉耀 Tsangyao Chang 黃瑞卿 Jui-Ching Huang 周百隆 Pai-Lung Chou
學位類別：	碩士 Master
系所名稱：	工程學院 - 高階科技研發碩士學位學程 Executive Master of Research and Development
論文出版年：	2022
畢業學年度：	110
語文別：	中文
論文頁數：	99
中文關鍵詞：	耳機、行銷策略、PEST 、五力分析、SWOT分析、BCG分析、產品定位
外文關鍵詞：	headset, marketing strategy, PEST, five force analysis, SWOT analysis, BCG analysis, product positioning
相關次數：	點閱：366 下載：12
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隨著所得增加，生活及工作型態改變，耳機產品逐漸成為提升工作及生活品質的選項之一，也因應全球疫情的影響，剛性需求的增加，其市場有著顯著的增長。
然而隨著手機市場的成長以及無線藍牙技術的成熟，耳機市場市佔率的變化驗證了外在因素對於企業興衰的影響甚巨，身為一個新創、規模相對小的個案公司而言, 面對全球耳機品牌大廠的激烈競爭下，本研究透過PEST、五力分析、SWOT分析及BCG分析等工具檢視個案公司，依據目標市場需求增長的趨勢，以奢侈品牌的市場定位為個案公司爭取較佳的競爭優勢及利潤，與此同時檢視外在環境的變化，因應全球遊戲市場的成長及其高品質耳機需求增加，個案公司以一般消費市場奢侈品牌的建立為基礎將品牌效益延伸至電競遊戲市場，開拓不同的客群。此外因應全球人口老化的趨勢，針對健康照護需求的增加，開發健康照護功能的產品，期以產品、市場定位以及長期的多元市場行銷策略運用，對抗現有競爭者、客戶及供應商的議價能力並在市場佔有一席之地。
本研究中的個案公司為新創的小公司，與台灣95%中小企業有相似之處，期盼藉由個案公司品牌的發展策略對本土企業未來朝向微笑曲線另一端推廣自主品牌的OBM（Own Brand Manufacture）業務發展有所助益。

With the increase of income, the change of life and work patterns, headphone products have gradually become one of the options to improve the quality of work and life. The impact of the epidemic situation increase in rigid demand and the obvious growth of its market.
However, with the maturity of the mobile phone market and the development of wireless blue tooth technology, the change in the market share of headphones has verified that external factors have a huge impact on the rise and fall of enterprises. As a start-up and relatively small case study company, in facing fierce competition from the world's largest headphone brands, how to define strategies and seek development is examined through tools such as PEST, Five Forces Analysis, SWOT Analysis and BCG Analysis. According to the growth trend of the target market demand, the company strives for better competitive advantage and profit for the positioning of the luxury brand, and at the same time examines the changes in the external environment and responds to them with the growth of the global gaming market and the increasing demand for high-quality headphones. The companies have extended their brand benefits to the esports game market and developed different customer groups based on the establishment of luxury brands in the general consumer market. In addition, in response to the trend of the global aging population, the company has developed products for health care functions in response to the increasing demand for health care. Company hopes using products, market positioning and long-term diversified marketing strategies to counter the bargaining power of existing competitors, customers, suppliers and occupy a place in the market.

The case companies in this study are newly started small companies, which have similarities with 95% of local Taiwan companies which are small and medium-sized enterprises. Hope this study help local companies who develop their own brands in the future towards the other end of the smile curve.

摘要    I
Abstract    II
目錄    IV
表目錄    IX
圖目錄    X
第一章    緒論    1
1    研究動機    1
2    研究對象    1
3    研究目的    2
第二章    文獻探討與產業總覽    3
1    文獻探討    3
1.1    名人代言    3
1.2    品牌形象    3
1.3    產品認同度    4
1.4    購買意願    5
2    產業發展概況    5
3    產品基本外型介紹    9
4    真無線藍牙耳機    16
5    市場分析    31
5.1    產品洞察    34
5.2    價格洞察    35
5.3    技術洞察    35
5.4    應用洞察    36
5.5    區域見解    38
5.6    關鍵公司與市場佔有率的洞察    39
第三章    研究方法說明    40
1    PEST分析    40
2    五力分析    44
3    SWOT分析    47
3.1    優勢（Strength）    48
3.2    劣勢（Weakness）    48
3.3    機會（Opportunity）    49
3.4    威脅（Threat）    49
4    BCG分析    50
5    研發技術策略藍圖（T-Plan）    52
第四章    個案公司研究與分析    55
1    總體環境掃描分析（PEST分析）    55
1.1    政治因素（Political）    56
1.2    經濟因素（Economic）    56
1.3    社會因素（Social）    57
1.4    科技因素（Technical）    58
2    五力分析    59
2.1    現有競爭者的能力與威脅    60
2.2    新進入行業者的威脅    60
2.3    供應商的議價能力    61
2.4    客戶的議價能力    62
2.5    替代品的威脅    63
3    SWOT分析    63
3.1    優勢（Strength）    64
3.2    劣勢（Weakness）    64
3.3    機會（Opportunity）    65
3.4    威脅（Thread）    66
3.5    SO策略、ST策略，WO戰略、WT戰略    66
4    個案公司BCG矩陣分析    68
5    行銷策略方向    71
第五章    戰略與規劃    72
1    部門研發藍圖    73
1.1    感應器的運用與開發    73
1.2    低延遲的傳輸技術    74
1.3    外掛式DSP降噪技術    75
1.4    應用軟體的開發    75
1.5    開發新的人機介面    76
1.6    新的材料與新的製程的研究    76
2    驅動因子及產品規劃    76
2.1    外部驅動因子與變因    77
2.2    內部驅動因子    79
2.3    產品規劃及技術缺口    80
2.4    研發資源    83
3    個案公司的研發策略技術藍圖（T-Plan）    84
4    產品戰略    87
4.1    明日之星產品    87
4.2    無線遊戲耳機產品線    88
4.3    藍牙健康照護耳機產品線    89
第六章    結論與建言    90
1    結論    90
2    建言    91
參考文獻    93

                                

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