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    題名: 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
    作者: 張景菘
    Chang, Hans
    貢獻者: 何小台
    Ho, Chester
    張景菘
    Chang, Hans
    關鍵詞: 飛利浦可攜式多媒體播放器
    日期: 2009
    上傳時間: 2010-12-08 01:59:17 (UTC+8)
    摘要: 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    Philips GoGear, Philips’ line of portable media players, was first launched in Taiwan in 2007, but was withdrawn from the market in the same year.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
    參考文獻: none
    描述: 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
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0959330241
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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