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Author: 曾嘉誼
Chia-yi Tseng
Thesis Title: 外商筆記型電腦品牌在台灣之行銷策略個案研究
A Study on The Foreign Company's Marketing Strategy in Taiwan Market- Notebook Computer as an Example
Advisor: 欒斌
Pin Luarn
Committee: 吳宗成
Tzong-chen Wu
葉瑞徽
Ruey-huei Yeh
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2011
Graduation Academic Year: 99
Language: 中文
Pages: 86
Keywords (in Chinese): 行銷策略筆記型電腦產業品牌
Keywords (in other languages): Marketing strategy, Notebook computer, Brand.
Reference times: Clicks: 346Downloads: 1
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  • 近幾年由於電腦的廣泛被使用,電腦消費人口不斷地增加,應用範圍也越來越廣,尤其是個人電腦被應用到日常生活中,舉凡通訊、資訊、乃至家庭電器等產品也都使用了電腦科技。伴隨著電子技術的進步及講求行動化科技,電腦功能一再被增強,體積也朝向輕、薄、小發展。而筆記型電腦在技術上與桌上型電腦的差距日益縮小,且筆記型電腦的移動性遠優於桌上型電腦,使得筆記型電腦的成長率超過桌上型電腦,加速了取代桌上型電腦產品效應。
    根據資策會情報研究所(MIC)指出,筆記型電腦產業一直以來都是我國重要的產業之一,從2005年開始台灣筆記型電腦的產量已經連續5年以上居世界之冠,而在這期間,漸漸也發展了台灣品牌的筆記型電腦,在國際間亦逐漸佔有一席之地。 台廠筆記型電腦製造供應鏈進入大陸設廠降低成本,讓筆記型電腦生產成本快速降低,促使許多品牌大廠被迫推出低價商品,搶攻市場,使得筆記型電腦市場低價化趨勢盛起,競爭也更加的白熱化。
    縱使筆記型電腦產業步入成熟期之階段,毛利率降低,但鑑於大陸市場逐漸開放,需求仍不斷成長,而台灣坐擁地利之便,為各家廠商進入大陸的跳板,所以,還是有許多外商品牌紛紛建立,欲來搶奪台灣筆電市場。而在台灣,本土雙A品牌已經占據市佔率50%以上,其餘外商大廠H公司、S公司、A公司、D公司要怎麼在台灣這個市場繼續生存?其行銷策略是值得探討的,以作為台灣品牌進入其他市場的參考。
    本研究將針對這個議題進行質化訪談,來了解其外商筆記型電腦廠商之行銷策略,除了間接資料的蒐集之外,亦針對外商品牌的專業人士進行深度訪談,來探討其行銷策略的執行方式,進而利用分析結果來提供筆記型電腦業者做為長期建立欲保持其競爭優勢的參考。


    Owing to its prevailing expansion in recent years, computer had not only dominated the consumer market, but also a wild variety of fields. Personal Computer especially came into our daily life affecting communication, information exchange, and even household appliances. As computer technology enhances functionality and mobility, it became lighter, thinner, and smaller in size. Therefore, notebook computer’s recent technological enhancement has gradually bridged the gap between desktop computers, let alone its light-weighted portable feature. In this sense, notebook computer surpassed desktop computers on the market growth rate, an imminent sign of taking over the desktop market.
    According to the survey from Institute for Information Industry Information (MIC), notebook computer industry has been one of the prosperous industries in Taiwan. From the year of 2005, the output volume of notebook computers in Taiwan has led the global market for 5 consecutive years. During this period of time, there are several Taiwan notebook manufactures gradually established their brand image on the international platform. These notebook computer giants relocated their production line to Mainland China in order to significantly reduce cost, forcing other players in the market launched cost-effective products to counter fierce price war.
    Although notebook computer industry has entered the stage of maturity with gross margin decreased, demands in the China market is somehow on the rise. In that regard, foreign vendors have set their foot on the Taiwan market as a stepping stone because of its geographical advantage toward China domestic market. Looking into the Taiwan war zone, Acer and Asus had taken over the market share by 50%, the rest of foreign vendors like HP, Sony, Apple, and DELL still plow its way to firmly secure its position in the competition. Analyzing their marketing strategy is academically worthwhile.
    This study will address the issue by conducting quantitative interviews to analyze the marketing strategy of foreign vendors. In addition to secondary data collection, the study will also hold in-depth interviews with marketing professionals, in an attempt to explore the implementation of their marketing strategy. Therefore, utilize the testing results as a reference to gain the notebook computers` long-term competitive advantage.

    中文摘要I AbstractII 誌謝IV 目錄V 圖目錄VII 表目錄VIII 第一章 緒論1 第一節 研究背景與動機1 第二節 研究目的2 第三節 研究流程3 第二章 文獻探討4 第一節 筆記型電腦產業概況與發展趨勢4 第二節 探索品牌相關文獻8 第三節 產品生命週期探索12 第四節 市場區隔理論之探討15 第五節 探討行銷策略與行銷組合18 第三章 研究方法26 第一節 研究架構26 第二節 研究設計26 第三節 個案研究對象28 第四節 資料蒐集方式28 第五節 訪談問題29 第六節 訪談對象29 第四章 個案訪談結果與分析31 第一節 個案公司介紹- H公司31 第二節 個案公司介紹- D公司37 第三節 個案公司介紹- S公司43 第四節 個案公司介紹- A公司47 第五節 個案公司的行銷策略比較分析54 第五章 結論與建議56 第一節 研究結論與發現56 第二節 管理意涵57 第三節 研究限制59 第四節 對未來研究之建議59 參考文獻60 中文部分60 英文部分61 網路部分64 附錄65 附錄一、企業專訪-H公司65 附錄二、企業專訪-D公司68 附錄三、企業專訪-S公司71 附錄四、企業專訪-A公司74

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    網路部分
    1.A公司官方網站 http://www.A公司.com.tw/
    2.D公司官方網站 http://www.D公司.com.tw/
    3.http://bbking.techbang.com.tw
    4.http://nb.zol.com.cn/135/1350387.html
    5.http://picasaweb.google.com/ladyous/sKRSgD#
    6.http://udn.com/NEWS/mainpage.shtml
    7.http://www.15fun.com/article/index.pH公司?aid=1817
    8.http://www.mobile01.com/topicdetail.pH公司?f=347&t=1895828
    9.http://www.tomshardware.tw/606,news-606.html
    10.http://www.youtube.com/watch?v=MbCvt8ebE8s&feature=related
    11.H公司官方網站 http://www8.H公司.com/tw/zh/home.html
    12.MIC市場資訊情報中心 http://mic.iii.org.tw/index.asp
    13.S公司官方網站 http://www.S公司.com.tw/
    14.YAHOO 奇摩3C家電_iPad 2與後PC時代http://tw.tech.yahoo.com/article/tw-tech.yahookimo.com.tw/twtechyahookimocomtw_201103071033
    15.YAHOO 奇摩3C家電http://tw.tech.yahoo.com/article/tw-tech.yahookimo.com.tw/twtechyahookimocomtw_201103111032
    16.ZDNET 數位產品 http://www.zdnet.com.tw/news/ce/0,2000085674,20137024,00.htm
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