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    題名: 無線通訊測試儀器之策略行銷研究 —以 L公司個案為例
    Strategic Marketing Analysis of Wireless Communication Test Equipment: A Case Study of Company L
    作者: 謝定龔
    Hsieh, Ting-Kong
    貢獻者: 邱志聖
    Chiou, Jyh-Shen
    謝定龔
    Hsieh, Ting-Kong
    關鍵詞: 無線通訊
    儀器設備
    策略行銷
    wireless communication
    instrument
    strategic marketing
    日期: 2023
    上傳時間: 2024-02-01 11:04:39 (UTC+8)
    摘要: 台灣在全球通訊市場佔有全球市場產值達21%，在晶片、OEM/ODM生產以及測試設備供應等方面扮演著關鍵角色。所需要的無線通訊測試儀器完全仰賴先進國家進口。本研究專注於無線通訊測量儀器市場的競爭格局，這個市場主要由美國、德國和日本的領先廠商所壟斷。研究案例中的公司，面對高進入門檻科技產業，如何透過獨特的服務模式和策略行銷創造客戶價值，是本研究的重點。本研究的主要目的是深入瞭解L公司在無線通訊儀器領域的策略行銷實踐，包括其從初創到成功的關鍵因素和如何在產品與服務上滿足客戶需求。透過策略行銷4C架構分析與產品生命週期分析個案，研究個案公司與主要競爭者的成本效益，並提供行業洞察以及實際可行的策略參考，協助業界無線通訊產業趨勢，並為未來發展方向提供參考。
    Taiwan holds a significant position in the global communications market, accounting for 21% of the global market value, and plays a key role in areas such as chip, OEM/ODM production, and testing equipment supply. The wireless communication testing instruments required are entirely reliant on imports from advanced countries. This study focuses on the competitive landscape of the wireless communication measuring instrument market, which is primarily dominated by leading companies from the United States, Germany, and Japan. The company in the case study faces high entry barriers and fierce competition; how it creates customer value through unique service models and strategic marketing is the focus of this research. The main objective of this study is to gain an in-depth understanding of Company L's strategic marketing practices in the field of wireless communication instruments, including the key factors from its inception to success and how it meets customer needs. Through the analysis of the 4C framework of strategic marketing and the product life cycle, the study compares the cost-effectiveness of the case company with its main competitors, providing industry insights and practical strategic references. This assists the industry in understanding market trends and provides a reference for future development directions.
    參考文獻: 中文文獻
    1. Armstrong, Gary, & Kotler, Philip (2018)。行銷學(13版)。台北市：華泰文化。
    2. 邱志聖(2020)。策略行銷分析：架構與實務應用(五版)。台北市：元照出版有限公司。

    網路資料
    1. Agilent Technologies(2013). Separating Into Two Industry-Leading Public Companies to Increase Strategic Flexibility and Enhance Shareholder Value. U.S. Securities and Exchange Commission. Retrieved from https://www.sec.gov/Archives/edgar/data/1090872/000089882213000368/ex2.htm
    2. Anritsu.(2023). Anritsu Corporation. Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Anritsu
    3. Dopson, Elise(2022).Understanding the B2B Buying Process: The Key Factors and Stages That Affect B2B Decisions. Shopify. Retrieved from https://www.shopify.com/enterprise/b2b-buying-process
    4. Keysight.(2023). Keysight Technologies, Inc. Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Keysight
    5. LitePoint((2023). LitePoint Product. LitePoint official website. Retrieved from https://www.litepoint.com
    6. Rohde & Schwarz.(2023). Rohde & Schwarz GmbH & Co KG. Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Rohde_%26_Schwarz
    7. Yahoo Finance(2023). Retrieved from https://finance.yahoo.com
    8. 邱志聖(2022)。應用4C架構分析產品生命週期的行銷重點配置。Youtube策略行銷分析4C架構。擷取自: https://www.youtube.com/watch?v=lqNOv5_SSYA
    9. 星河亮點(2023)。星河亮點發展大事記2001~2020。星河亮點官網。擷取自 https://www.starpointcomm.com/list-36-1.html
    10. 無線通訊量測聯盟(2023)。無線通訊系統高階量測技術產學聯盟。元智大學。擷取自 https://wicma.crc.yzu.edu.tw/

    英文文獻
    Cherry, Steven (2004). Edholm's law of bandwidth. IEEE Spectrum, 41(7), 58-60.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    109932007
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109932007
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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