研究生: |
王雅麟 Ya Ling Wang |
---|---|
論文名稱: |
第四代行動通訊智慧型手機產品策略之研究-以I公司為例 A Study of Smart Phone Product Strategy for 4th Generation Mobile System- A Case Study on I company |
指導教授: |
郭人介
Ren-Jieh Kuo |
口試委員: |
葉瑞徽
Ruey Huei Yeh 胡同來 Tung-Lai Hu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 工業管理系 Department of Industrial Management |
論文出版年: | 2010 |
畢業學年度: | 98 |
語文別: | 中文 |
論文頁數: | 72 |
中文關鍵詞: | 智慧型手機 、產品策略 、4G |
外文關鍵詞: | Smart Phone, Product Strategy, 4th Generation Mobile System |
相關次數: | 點閱:493 下載:2 |
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當電信自由化、國際化的趨勢逐漸形成之際,行動通訊市場正進入一個快速發展的時代,新服務的出現,推動前所未有的新應用和新特性需求。由於行動電話產品大量推出,不斷推陳出新,使行動電話每年的銷售量更勝個人電腦,已成為當前全球最具規模的3C產品之一。再者,因為近年來行動通訊技術快速發展,從2G至3G、3.5G並逐步邁向4G的過程中,整體行動網路傳輸的速度與品質已有大幅度成長,加上行動電話相對PC較為低廉的價格,預期未來行動電話將是消費者上網最重要的媒介之一。
智慧型手機是目前行動上網產品中成長最快的市場區隔,智慧型手機將從過去商務產品轉而向消費性產品,從利基市場走向大眾市場,切入中低階市場。此類產品之客群對於行動電話上網及對於上網效果的追求及服務日漸多元化,因此本研究係針對第四代行動通訊(4G)智慧型行動電話的產品策略進行研究探討。
本研究利用波特五力分析及SWOT分析來探討個案公司在智慧型手機市場之發展情況,並探討個案公司未來發展之整體機會。進而了解個案公司其競爭優劣勢,由外而內探討其企業經營模式並歸納出未來4G Smart Phone產品發展策略之建議。
Nowadays, the mobile Internet communications can play a significant role in the telecommunications sector of the personal communications. Due to increasing needs of users, many different products and services are developed. Thus, the demand of mobile phone’s market share is bigger than PC Market share gradually. The trends of mobile systems and broadband are from 2G (second generation) to 3G (third generation) / 3.5G, as we are moving to the next generation (4G), where venders and operators are trying to improve user’s capacity and connectivity needs. With lower price than PC, mobile phone will play a significant role for mobile users’ increasing needs to do data communication in near future.
The raises of smart phone subscribers play a significant role in the telecommunications sector of the mobile internet communication products. The market segment is changed from high-end to middle/low-end segment and from niche market to consumer market. The customers having preference for this kind of products will expect more services for mobile internet communication. Therefore, this study intends to investigate the smart phone product strategy on 4th Generation mobile system.
This case study started from presenting the competitive ability of the company through SWOT and Porter five force. Then, besides an overview of the 4G evolution and technologies, this study provided the suggestions for the smart phone product strategy on 4th Generation mobile system through expert interview.
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