Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/146352
|
| Title: | 智慧音箱產品策略之研究 - 以A公司為例
A Study Of Smart Speaker Product Strategies - A Case Study Of Company A |
| Authors: | 林育澤
Lin, Yu-Tse |
| Contributors: | 詹文男
Tsan, Wen-Nan
林育澤
Lin, Yu-Tse |
| Keywords: | 物聯網
智慧家電
廚房智慧家電
智慧音箱
產品策略
Product Strategy
Internet of Things
Smart Home Appliances
Kitchen Smart Appliances
Smart Speakers |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:15:41 (UTC+8) |
| Abstract: | 在物聯網和智慧家電的時代浪潮下，智慧音箱已然成為了家庭生活中的一部分，並且在智慧家庭的設置中扮演了至關重要的角色。近年來，智慧家電市場以驚人的速度增長，特別是在2020年和2021年，市場規模持續擴大，消費者對於便捷、智能化的生活方式的需求亦日益強烈。
本研究探討了智慧音箱與廚房智慧家電的市場趨勢和競爭策略。首先，本研究分析了當前的廚房智慧家電市場，發現該市場正在快速增長，且預計將繼續保持增長，消費者對於能夠使生活更便利、更有效率的產品有強烈的需求。接著，本研究調查了智慧音箱市場，該市場具有巨大的潛力，隨著語音識別技術的進步，智慧音箱的應用範疇已經遠遠超出了單純的音樂播放。
本研究進一步進行了客戶需求分析，發現現代消費者對於廚房智慧家電的需求已經從基本功能轉向更高的便利性和使用體驗。本研究同時也進行了競爭優勢分析，理解並利用自身的競爭優勢是至關重要的，本研究發現那些能夠提供創新功能、優秀的用戶體驗，並具有強大品牌認知度的公司將具有競爭優勢。A公司具有優越的技術能力、廣泛的產品經驗、完善的供應鏈管理，以及與全球頂尖企業的合作關係，這些都是A公司的競爭優勢。
根據以上的分析，本研究提出適合A公司的產品策略。包括產品差異化，關注消費者需求，提供真正價值，使消費者生活更便利；創建強大品牌形象，提升產品市場地位；以及持續創新，保持與時俱進。本研究認為，智慧音箱有望成為廚房中的重要元素，提供方便、高效的家電控制方案。
In the era of the Internet of Things and smart home appliances，smart speakers have become an integral part of home life. They play a pivotal role in the formation of smart homes. The smart home appliance market has grown at an astonishing rate，particularly between 2020 and 2021，with the scale of the market persistently expanding.
This study explores the market trends and strategies of smart speakers and kitchen smart appliances. Initial analysis of the kitchen smart home appliance market reveals rapid growth with strong consumer demand for products enhancing convenience and efficiency. Further examination of the smart speaker market uncovers substantial potential，with voice recognition technology pushing its applications beyond mere music playback.
We conducted a comprehensive customer demand analysis，noting a shift in modern consumer expectations from basic functions towards convenience and user experience. A subsequent competitive advantage analysis identified key advantages for companies offering innovative functions，excellent user experiences，and strong brand recognition.
Company A stands out with superior technical capabilities，extensive product experience，robust supply chain management，and partnerships with leading global firms. We propose a strategic approach for Company A emphasizing product differentiation，consumer needs，continuous innovation，and strong branding. We anticipate smart speakers becoming essential kitchen components，offering efficient appliance control solutions in response to the proliferation of smart home appliances and changing consumer demands. |
| Reference: | 一、中文
1. 林佳興（2015）居家影像監控產品價值創新之研究，國立政治大學經營管理學研究所碩士學位論文，台北市。
2. 林貞誼（2019），智慧農業解決方案產品策略之研究，國立政治大學經營管理學研究所碩士學位論文，台北市。
3. 波特（1985），競爭策略，台北：華泰書局。
4. 邱憶惠（1999），個案研究法 : 質化取向，教育研究，7，P113-127。
5. 范杏嬌（2019），台灣ODM廠產品差異化策略之研究 ~以智慧家電產品為例，國立政治大學經營管理學研究所碩士學位論文，台北市。
6. 許長田（1998），行銷學，揚智。
7. 褚晏成（2019），智慧音箱台灣市場行銷策略之研究-以T公司為例，國立政治大學經營管理學研究所碩士學位論文，台北市。
8. 黎建輝（2014），智慧型穿戴移動裝置：對使用者經驗設計組織的衝擊與挑戰之研究，國立政治大學經營管理學研究所碩士學位論文，台北市。
二、英文
1. Johnson,G.,Scholes,K.,& Whittington,R. (2008). Exploring Corporate Strategy. Prentice Hall.
2. Kotler,P. (1991),Marketing Management: Analysis,Planning and Control,7th edition,Englewood Cliffs,N.J.: Pearson Prentice-Hall.
3. Koter,P. (2006),Marketing management,12th edition,Upper Saddle River,N.J.: Pearson Prentice-Hall.
4. Mintzberg,H.,Ahlstrand,B.,& Lampel,J. (1998). Strategy Safari: A Guided Tour Through The Wilds of Strategic Management. Free Press.
5. Porter,M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review.
6. Porter,M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
7. Ries,A.,& Trout,J. (2001). Positioning: The Battle for Your Mind. McGraw Hill
三、網站資源
1. 物聯網導航 (n.d.). Oosga. Retrieved May 17, 2023, from https://zh.oosga.com/iot/
2. 經理人. (n.d.). 五力分析是什麼？幫助檢視產業競爭的五力分析法，定義、範例一次看懂！. Retrieved from https://www.managertoday.com.tw/articles/view/1740
3. Bizthinking. (n.d.). 市場新聞. Retrieved from https://bizthinking.com.tw/2022/03/02/kt-news-omdia-amazon
4. Data Bridge. Smart Speaker Market Analysis and Size . Retrived from https://www.databridgemarketresearch.com/reports/global-smart-speaker-market
5. GII. (n.d.). Global Smart Kitchen Appliances Market. Retrieved from https://www.gii.tw/report/dmin1082932-global-smart-kitchen-appliances-market.html
6. GII. (n.d.). Global Smart Kitchen Appliances Market. Retrieved from https://www.gii.tw/report/dmin1082932-global-smart-kitchen-appliances-market.html
7. IDC中國.中國智能音箱市場銷售量及同比增長率 資料來源：IDC中國. Retrieved from https://www.idc.com/getdoc.jsp?containerId=prCHC50572123
8. Line Today. (n.d.). 市場新聞. Retrieved fromhttps://today.line.me/tw/v2/article/LXRrQ0n
9. Market Research Future. (n.d.). Smart Speaker Market. Retrieved from https://www.marketresearchfuture.com/reports/smart-speaker-market-2286
10. Maximize Market Research. (n.d.). Global Smart Speaker Market. Retrieved from https://www.maximizemarketresearch.com/market-report/global-smart-speaker-market/2355/
11. MoneyDJ. (n.d.). 市場分析. Retrieved from https://www.moneydj.com/kmdj/news/newsviewer.aspx?a=1dda07e2-31b9-4f17-a1ff-49777057709a
12. Mordor Intelligence. (n.d.). Smart Kitchen Appliances Market - Growth，Trends，COVID-19 Impact，and Forecasts (2021 - 2026). Retrieved from https://www.mordorintelligence.com/industry-reports/smart-kitchen-appliances-market
13. Myfone. (n.d.). How to choose a smart speaker. Retrieved from https://myfone.blog/tech-news/newsletter/google/how-to-choose-smart-speaker
14. SlideShare. (n.d.). 市場分析. Retrieved from https://www.slideshare.net/CollaboratorTaiwan/ss-254650990
15. Smart Kitchen Appliances Market Analysis，https://www.grandviewresearch.com/industry-analysis/smart-kitchen-appliances-market
16. UDN Money. (n.d.). 市場概況. Retrieved from https://money.udn.com/money/story/5710/7010823
17. Wikipedia. (n.d.). SWOT Analysis. Retrieved from https://en.wikipedia.org/wiki/SWOT_analysis
18. Wikipedia Contributors. (2023). Matter (standard). In Wikipedia, The Free Encyclopedia. Retrieved May 17, 2023, from https://en.wikipedia.org/wiki/Matter_(standard)
19. Xinhuanet. (n.d.). 科技新聞. Retrieved from http://big5.news.cn/gate/big5/www.xinhuanet.com/techpro/20220906/fc0bf5887b65406e8d1c187f224c3c4a/c.html
20. Yahoo News. (n.d.). 亞馬遜開放台灣用戶直購 Echo國際版. Retrieved from https://tw.news.yahoo.com/news/亞馬遜開放台灣用戶直購-echo國際版-智慧音箱-但只能講英文-091100089.html
21. Yahoo News. (n.d.). 美國智慧音箱最新市占出爐. Retrieved from https://tw.news.yahoo.com/美國智慧音箱最新市占出爐-第-名不是蘋果-000000785.html
22. Sattelberg, W. (2023, May 2). Matter smart home standard explained: Here`s why Google, Apple and Amazon are backing it. Tom`s Guide. Retrieved May 17, 2023, from https://www.tomsguide.com/news/matter-smart-home-standard-explained-heres-why-google-apple-and-amazon-are-backing-it
23. Transparency Market Research. (n.d.). Smart Kitchen Appliances Market - Global Industry Analysis，Size，Share，Growth，Trends and Forecast 2016 - 2024. Retrieved from https://www.transparencymarketresearch.com/smart-kitchen-appliances-market.html |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
105932087 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105932087 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 208701.pdf | | 2683Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
