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研究生:秦文淵
研究生(外文):Wen-Iuan Chyn
論文名稱:高科技產品行銷分析性架構之研究:以平板電腦及iPod為例
論文名稱(外文):The Analytical Framework of hi-tech product marketing:The Case of Tablet PC and iPod
指導教授:鄭玉龍鄭玉龍引用關係
指導教授(外文):Yu-Ling Cheng
學位類別:碩士
校院名稱:立德大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:133
中文關鍵詞:高科技產品行銷創新行銷iPod平板電腦
外文關鍵詞:innovationiPodTablet PChi-tech productmarketing
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高科技產品行銷不同與一般產品行銷,最大的差別在於:產品與市場存在諸多的不確定性。不確定性的成因與影響,我們可以由以下4項特性的瞭解: 1.高科技產品之特性2.高科技產品之市場特性3.高科技產品之消費者特性4.高科技產品4P之特性,來降低這些不確定性,以期擬訂出有效的高科技產品行銷策略。因此,高科技產品不適於一般產品行銷策略,為了高科技產品行銷的成央A降低其不確定性的方法,就是將高科技產品行銷之主要議題聚焦於平衡需求者(顧客)觀點及供應者(管理者)之觀點。因此,本研究主要目的為建立一個高科技產品行銷之多種觀點之架構,此架構包含了(1) 高科技產品特性之創新觀點:包含創新之準則及影響創新擴散的之原則;(2) 完整產品觀點:了解技術採用者之類型及在技術市場及大眾市場之間之技術鴻溝,及如何利用完整商品策略跨越此採用鴻溝;(3)技術需求觀點:同時考量技術成熟度及需求成熟度來探討顧客願意支付之技術價值,了解顧客為何不願支付部份技術所產生之價值;(4) 從進入市場廠商規模出發之供應規模觀點,建立供應規模與市場起飛的關聯及準則,了解廠商加入市場的競爭對產品銷售起飛的影響之關鍵因素。
這樣的架構提供高科技產品行銷的完整性,讓高科技產品行銷之管理者藉此了解高科技行銷的不同觀點,整合出較適的行銷策略。本研究將依此架構來探討Microsoft的高科技產品平板電腦(Tablet PC)行銷失靈之理由與Apple iPod成左疑鶬銦A並依此架構建議平板電腦下一階段的行銷策略。最後,討論此架構在高科技產品行銷策略及管理上的意涵與價值。
關鍵字:高科技產品、創新、行銷、iPod、平板電腦
The one major issue of hi-tech product marketing is to understand supply side (product focus) and demand side (customer focus) simultaneously. And another issue is to distinguish the differences between hi-tech product and common product. The purpose of the paper is to propose the integrated framework of hi-tech product marketing. The framework integrated several perspectives, and it contains (1) innovation perspective: is to define the characteristics of innovation of the hi-tech product and how to diffuse the innovative product; (2) the whole product perspective: the technology adopter classification and their acceptance attitude on new technology; and show how to utilize the whole product strategy to cross the technology chasm; (3) technology demand perspective: is to consider demand and supply life cycle simultaneously; (4) supply scare perspective: to illustrate the relationship between firm take-off (supply) and sale take-off (demand).
The framework proposed a new and integrated viewpoint of hi-tech product marketing and will help marketing people in the hi-tech industry to propose a successful marketing strategy. Finally, a marketing failure and successful case study, Microsoft Tablet PC and Apple iPod, respectively, will be demonstrated and illustrated following by the proposed framework.
Keywords: hi-tech product, marketing, innovation, Tablet PC, iPod
中文摘要...................i
英文摘要...................ii
誌 謝...................iii
目 錄...................iv
表目錄...................vii
圖目錄...................viii
第壹章 緒論...................1
第貳章 文獻探討...................3
2.1高科技產品市場特性...................3
2.1.1高科技產品特性...................3
2.1.2高科技產品市場特性...................5
2.2高科技產品行銷組合...................10
2.2.1高科技產品開發管理...................11
2.2.2高科技產品訂價策略...................15
2.2.3高科技產品通路策略...................19
2.2.4高科技產品之促銷...................22
2.3高科技產品之消費者行為...................24
2.3.1高科技產品消費者之購買決策...................25
2.3.2高科技產品消費者之分類...................31
2.3.3高科技產品之市場區隔策略...................33
2.4高科技產品之生命週期分析...................36
2.4.1技術S曲線...................36
2.4.2產品生命週期與技術生命週期...................37
2.5 本章總結...................42
第叁章 理論分析架構...................43
3.1 創新觀點...................44
3.2 技術與需求S曲線...................48
3.3 供應規模與銷售起飛...................52
3.4 技術採用之鴻溝與完整產品策略...................55
3.5 整合架構...................63
第肆章 個案分析:Apple iPod...................64
4.1 Apple iPod之產品與市場研究背景...................64
4.1.1 iPod產品介紹...................64
4.1.1.1 iPod產品分類與特色...................65
4.1.1.2iPod產品定位...................68
4.1.2 iPod產品市場分析...................68
4.1.2.1 iPod市場區隔與目標市場...................69
4.2創新觀點...................70
4.3.1相對優勢...................70
4.3.2價值與需求的相容性...................71
4.3.3使用上的複雜度及困難程度...................72
4.3.4可採取試用方式...................72
4.3.5能被潛在用者察覺...................73
4.3.6成本...................73
4.3.7認知風險...................73
4.3技術需求觀點...................74
4.3.1創新價值與產品價格...................74
4.4 完整產品策略...................76
4.4.1技術採用之鴻溝...................76
4.4.2 完整產品與殺手級應用...................78
4.4.3建構在完整產品的高科技之價值鏈...................82
4.4廠商供應規模與銷售起飛觀點...................83
4.6 iPod的行銷整合架構策略評析...................87
5.1 平板電腦之產品與市場研究背景...................89
5.1.1平板電腦產品介紹...................90
5.1.1.1平板電腦的分類與特色...................91
5.1.1.2平板電腦產品定位...................93
5.1.2平板電腦市場分析...................93
5.1.2.1平板電腦市場區隔與目標市場...................93
5.2 創新觀點...................95
5.2.1相對優勢...................96
5.2.2相容性...................96
5.2.3複雜程度...................97
5.2.4可試用性...................97
5.2.5可察覺性...................97
5.2.6創新成本...................98
5.2.7認知風險...................98
5.3 技術需求觀點...................99
5.3.1創新價值與產品價格...................99
5.4 完整產品觀點...................105
5.4.1.技術採用鴻溝...................105
5.4.2.完整產品...................110
5.4.3殺手級應用...................110
5.5 供應規模觀點...................111
5.6 Tablet PC行銷整合策略建議...................113
第陸章 研究結論與建議...................117
6.1研究結論...................117
6.2研究建議...................119
參考文獻...................120
簡歷...................133
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