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| Title: | 後進品牌拓展新手機市場之個案研究
A case study on a late comer`s entry into a new mobile phone market |
| Authors: | 許時彬
Hsu, Shih Pin, |
| Contributors: | 洪順慶
Horng, Shun Ching,
許時彬
Hsu, Shih Pin, |
| Keywords: | 品牌知名度
目標行銷
行銷組合
焦點團體
Brand Awareness
Target Marketing
Marketing Mix
Focus Group |
| Date: | 2008 |
| Issue Date: | 2009-09-12 12:41:11 (UTC+8) |
| Abstract: | 行動電話早已成為大多數人日常生活中的必需品。在台灣，幾年前行動電話普及率便已超過100％，手機市場是一個非常成熟和相當競爭的市場。手機供應商在市場上提供不同平台（作業系統）產品，來滿足消費者的需求和與其他手機製造商競爭。任何新的公司誰想要進入這個飽和的手機市場，並與其他供應商競爭，將是一個很大的挑戰。
ABC是一個國外品牌的手機供應商，自行開發Windows Mobile平台的手機產品在世界很多地區和國家行銷多年。該公司決定進入台灣市場，第一階段選定一款PDA手機作為進入市場的先驅產品。這項研究的目的是想要瞭解這一外國品牌如何來進入這個成熟的市場，研究者將運用一般行銷人員廣泛採用的行銷計劃相關過程，來進行分析與建議。
這個新品牌理想的行銷策略是什麼？如何區分市場和選定目標市場？什麼樣的定位最適合這的產品？要找什麼樣的銷售管道？研究者在做了相關的分析包含消費者分析、競爭者分析、SWOT分析和STP分析後，建議此新品牌應該在較小市場採取”焦點差異”策略的目標行銷、只選定兩個市場、並定位該研究產品為商業人士的手機。研究者也依據所建議的策略和STP結果，提供行銷4P的作法。希望這些建議可作為該新品牌規劃行銷計畫的參考。除此，這份研究也可做為其他任何對於在台灣銷售行動電話業務有興趣的公司來參考。
Mobile phone has been in our daily life for the majority of the people. In Taiwan, the penetration rate had been over 100% a few years ago. The mobile phone market is very mature and competitive. Phone suppliers in the market provide different platform (operating system) products to meet consumer needs and compete with other phone manufacturers. Any new player who wants to get into this saturated phone market and compete with other suppliers would be a big challenge.
ABC is a brand phone supplier being designing Window Mobile products and selling them in many countries for years. The company decided to enter Taiwan market with a selected PDA phone for the first phase of the entry. This study is aimed to realize how this foreign brand can penetrate into this mature market by going through most of the processes of preparing a marketing plan which is widely used by markers.
What strategy is ideal for this new brand to adopt? What segments should be targeted and how the brand should position the studied product? What channel partner should be considered? After going through customer analysis, competitor analysis, SWOT analysis, and STP process, the researcher suggested this new brand pursue “differentiation focus” strategy to differentiate the studied product with competing products in a narrower market, target only two selected segments, and position the studied product as a business user device.
The researcher also suggested suitable marketing mix based on the recommended strategy and STP to penetrate this market. This study result can be a good reference to the new brand company and any other companies who might be interested in the same business in the industry.
誌 謝 iv
摘 要 v
ABSTRACT vi
TABLE OF CONTENTS vii
List of Tables ix
List of Figures x
CHAPTER 1 - INTRODUCITON 1
A. Background 1
B. Study Target 5
C. Motive 7
D. Problem Statement 8
E. Purpose 8
F. Taiwan Mobile Phone Market Situation 9
CHAPTER 2 - LITERATURE REVIEW 17
A. Target Marketing 17
B. The Value Chain 19
C. Marketing Mix (4P) 21
CHAPTER 3 - METHODOLOGY 25
A. Development and Design 25
B. Implementation 28
CHAPTER 4 - RESULTS 31
A. Phone Product Related Information 31
B. Concept Test on Studied Product & Services 35
C. Impression on PDA Phone Brands and Products 41
D. Buying Behavior 42
E. Media Habits 43
CHAPTER 5 - DISCUSSION 49
A. SWOT Analysis 51
B. What Strategy to Pursue 57
C. Segmentation, Targeting, and Positioning 59
D. Marketing Mix 71
CHAPTER 6 - CONCLUSION AND SUGGESTIONS 87
A. Conclusion 87
B. Suggestions 89
References 93
Appendices 95
Appendix I - Questions for Focus Group One and Two 95
Appendix II – Questions for Focus Group Three 97
Appendix III – Operator’s Price Information 99
Website Information 101
Glossary 103 |
| Reference: | Cohen, W. A. (1987). Developing a Winning Marketing Plan: John Wiley & Sons, Inc.
Horng, S. C. (2006). 台灣品牌競爭力: 台北：天下雜誌
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Pearson Education, Inc.
Kotler, P. (2003). Marketing Management 11th edition: Pearson Education, Inc.
Lovelock, C. & Wirtz, J. (2007). Services Marketing: People, Technology, Strategy: Pearson Education, Inc.
Porter, M. E. (1985). Competitive Advantage New York, NY: Simon & Schuster Inc.
Quelch, J. A. (1988). Note on Sales Promotion Design: Boaron: Harvard Business School
Steinbock, D. (2005). The Mobile Revolution: London: KOGAN PAGE
Trout, J. (1997). The New Positioning: The Latest on the World’s #1 Business Strategy. New York: McGraw-Hill |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
95932039
97 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095932039 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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