政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/49138
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50930596      Online Users : 984
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/49138


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49138


    Title: 飛利浦可攜式多媒體播放器之台灣市場通路策略
    The channel strategy of Philips portable media player in Taiwan
    Authors: 張景菘
    Chang, Hans
    Contributors: 何小台
    Ho, Chester
    張景菘
    Chang, Hans
    Keywords: 飛利浦可攜式多媒體播放器
    Date: 2009
    Issue Date: 2010-12-08 01:59:17 (UTC+8)
    Abstract: 飛利浦可攜式多媒體播放器之台灣市場通路策略
    The Channel Strategy of Philips Portable Media Player in Taiwan
    By
    Hans Chang


    Philips GoGear, Philips’ line of portable media players, was first launched in Taiwan in 2007, but was withdrawn from the market in the same year. In 2009, Philips re-launched GoGear in Taiwan, and aim at developing market and distribution channel awareness in Taiwan. It has positioned itself against other imported brands, striving to attract customers with its differentiated products and offering at a better value to customers. Three main distribution channels, 3C retail chain stores, individual stores and online shops, will provide access to Philips GoGear’s targeted customers segments. Philips will adopt promotional activities accustomed to each distribution channel’s characteristics specifically to draw customers’ preference away from its main competitors. Ultimately, Philips GoGear becomes a reputable and recognizable brand in association to portable media players in Taiwan.
    1. Executive Summary 1
    1.1 Objectives 1
    1.2 Keys to Success 1
    1.3 Mission 1
    2. Company Summary 2
    2.1 Philips 2
    2.1.1 Philips History 2
    2.1.1.1 Global 2
    2.1.1.2 Philips Taiwan 2
    2.1.2 Mission & Vision 3
    2.1.3 Values 3
    2.1.4 Brand 3
    2.2 Philips in Portable Media Players 4
    2.2.1 Portable Media Players 4
    2.2.2 Portable Media Players in Consumer Lifestyle Sector 4
    2.2.3 Philips GoGear Positioned Top 2 in Global Portable Media Players 4
    2.2.4 Launch in Taiwan 5
    3. Industry Analysis 6
    3.1 Industry Trend of Portable Media Players 6
    3.1.1 Portable Products in Global Market 6
    3.1.2 Portable Media Players in Global Market 6
    3.1.3 Portable media players in Taiwan 7
    3.2 Industry Participants 7
    3.2.1 Industry Participants’ Market Share in Global Market 7
    3.2.2 Industry Participants’ Market Share in Taiwan Market 8
    3.3 Distribution Channels 8
    4. Market Analysis 10
    4.1 Taiwan Market Segment Analysis 10
    4.2 Market Trends 10
    4.2.1 Consumers Behavior in Taiwan 10
    4.2.1.1 Purchasing Channel 10
    4.2.1.2 Consumer’s Price Sensitivity 11
    4.2.2 Media-centric Cell Phones vs. PMP 11
    5. Marketing Strategy 12
    5.1 Philips GoGear Positioning Statement in Taiwan 12
    5.2 Main Competitors in Imported Brands 12
    5.2.1 Imported Brands 12
    5.2.1.1 Apple 12
    5.2.1.2 Sony 12
    5.2.1.3 Samsung 13
    5.3 Products 13
    5.3.1 Products Differentiation 13
    5.4 Pricing Strategy 14
    5.5 Comparison on Products and Pricing 15
    5.5.1 MP3 Players 15
    5.5.1.1 Philips Spark 15
    5.5.1.2 Philips SA018 16
    5.5.1.3 Philips Raga 16
    5.5.1.4 Philips Mix 17
    5.5.2 MP4 Players 18
    5.5.2.1 Philips Muse 18
    5.5.2.2 Philips SA075 19
    5.5.2.3 Philips Opus 20
    5.5.2.4 Philips Cam 21
    5.5.2.5 Philips Ariaz 22
    5.6 Distribution Channel Analysis 22
    5.6.1 3C Retail Chain Stores 22
    5.6.2 Hypermarket 23
    5.6.3 Individual Stores 23
    5.6.4 Online Shops 24
    5.6.5 Targeted Distribution Channel 24
    5.7 Promotion Strategy 24
    5.7.1 Marketing Programs 25
    5.7.1.1 Distributor 26
    5.7.1.2 3C Retail Chain Stores 27
    5.7.1.3 Individual Stores 28
    5.7.1.4 Online Shops 29
    6. Conclusion 29
    Reference: none
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    95933024
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0959330241
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2421View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback