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研究生:趙漪寧
研究生(外文):Chao Yi-Ning
論文名稱:智慧型手機產業行銷策略之研究-以HTC為例
論文名稱(外文):Marketing Strategies Research of Smartphone Industrial- The Case of HTC
指導教授:鍾志明鍾志明引用關係
口試委員:官志亮葉幼梅鍾志明
口試日期:2015-05-15
學位類別:碩士
校院名稱:醒吾科技大學
系所名稱:行銷與流通管理系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:71
中文關鍵詞:行銷策略分析智慧型手機
外文關鍵詞:HTCmarketingSmartphoneStrategies
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本論文旨在探討HTC利用適當的行銷策略以增進用於提升國際與台灣市場銷售量,並進一步試圖建立行銷策略與銷售量提升之間的關係,及比較蘋果、三星與HTC之行銷策略,提出適合HTC用於提升國際與台灣市場銷售量之行銷策略。
HTC是行動裝置業界中成長最快速的企業之一,在過去幾年中,深獲消費者的肯定。智慧型手機儼然成為未來手機發展的趨勢,各家廠商研發智慧型手機之熱度日益高漲,HTC要如何利用適宜的行銷策略,在不同的經營模式下提升在台灣國內市場以及海外市場手機的銷售量。
本研究主要採用質性研究之設計,通過訪談以及個案研究,訪問數位專業高階經理人及資深主管及下游供應商,獲取一手資料使實際發生的事情以歸納的方式得以梳理並提供建議。
研究結果顯示HTC公司品牌的影響力已經不足以確保獲得钜額報酬或營收。HTC需要重新評估市場定位與行銷策略,並重新瞭解消費者。HTC應該考慮推出低階手機。此舉也將使HTC同時成為低端和高端市場消費者的最愛。HTC可以用實惠的價格,提供消費者Windows OS和Android產品。HTC新機種令人驚艷且富靈活度的設計,為該公司贏得全球讚譽,也為該公司提供絕佳的機會,有利於推動並擄獲市場佔有率,並穩固消費者偏好。

This thesis aims to assess the appropriate marketing strategies that HTC can employ to increase its sales volumes in the international and Taiwanese market. Further, it seeks to establish the relationship between marketing strategies and increment of sales volumes; compare the marketing strategies of Apple’s, Samsung and HTC; and make recommendations for the appropriate marketing strategies that HTC can employ in order to increase its sales volumes in the international and Taiwan market.
HTC mobile device is the industry one of the fastest growing companies in the past few years, deep consumer recognition.
Smart phone has become the trend of the future development of mobile phones, smart phones of various manufacturers develop heat rising, HTC how to use proper marketing strategy to enhance sales in the Taiwanese domestic market and overseas market mobile phones under different business models .
This research uses qualitative research design, the total number of visits of professional and high-end managers and senior executives and downstream suppliers, will introduce a personal interview guide law studies, to make things actually happen to reproduce more real advice. In this study, using content analysis method, the object of the information obtained by the respondents provided, the segment of the papers related or unrelated topics.
It has recommended that it is important to appreciate the mindset of the consumers. Unlike Apple’s, other handset manufactures such as HTC and Samsung do not own their proprietary software, and rather they depend on Windows or Android platforms, and this means that there is minimal distinction between their products. Owing to the resulting confusion, consumers prefer to settle for what they already know and what they expect, which is achieved through marketing or prior use. No longer is a company’s brand enough to guarantee huge returns on revenues

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 7
第二章 文獻探討 8
2.1 智慧型手機 8
2.1.1 智慧型手機定義 8
2.1.2 智慧型手機的產品基本特色: 8
2.1.3 手機的發展依學者研究可分為下列幾個時期: 8
2.1.4 台灣手機全球趨勢分析 14
2.1.5 2015 年智慧型手機趨勢及發展現況 14
2.2 產業分析理論 17
2.2.1 產業分析之理論 17
2.3 品牌形象的定義 26
2.4 行銷的定義 29
2.4.1 行銷策略的定義 29
2.4.2 行銷策略的探討 30
第三章 研究方法 36
3.1 研究架構圖 36
3.2 研究方法 37
3.2.1 個案研究的定義 38
3.2.2 個案研究目的 38
3.2.3 資料蒐集 39
3.2.4 資料分析 40
3.3 研究對象 40
3.3.1 訪談對象與訪談題綱 41
第四章 結果分析 43
4.1 三大智慧型手機品牌特色與行銷策略分析 43
4.1.1 三大智慧型手機的品牌特色 43
4.1.2 三大智慧型手機之行銷策略分析 43
4.1.3 三大智慧型手機之行銷策略差異性 48
4.2 HTC之 SWOT分析 50
4.3 行銷組合策略 53
4.4 HTC行銷組合策略之分析 54
4.5 STP分析 56
第五章 結論與建議 61
5.1 研究結論 61
5.2 研究建議 63
5.3 對未來研究之建議 65
5.4 研究限制 65
第六章 參考文獻 66
6.1 中文文獻 66
6.1.1 書籍 66
6.1.2 學位論文 66
6.2 英文文獻 67
6.3 網路資料 70


6.1.1書籍
Porter,M.E.(1998). 競爭策略(Competitive trategy) (周旭華譯). 臺北:天下文化出版.
陳澤義:(2011) . 國際行銷. 臺北:東華書局.
Kotler, P&Keller, KL(2010),Marketing Mmanagement13th Edition(方士榮、駱少康、陳冠樺譯). 臺北:東華書局
邱志聖 (2007).策略行銷分析:架構與實務應用二版, 臺北:智勝文化事業有限公司
張芬芬 (2010). 初等教育學刊第三十五期 2010年4月 頁87-120質性資料分析的五步驟.
沈雲聰, and 湯宗勳. "品牌行銷法則: 如何打造強勢品牌." 臺北: 商周.(Aaker DA, 1995) (1998).
陳萬淇(1995). 個案研究法. 華泰書局 . 臺北.
波特 (1985). 競爭策略 . 臺北:華泰書局.
Brand Finance對HTC 的品牌級評價. Brand Finance 官網.
王純瑞(HTC品牌之路). 經濟日報2011年3月專題報導.
智慧型手機主要公司財資料蒐集 . Money. MSN 官網.
2014通訊產業年鑑.
吳筱雯 (2012). 工商時報宏達電智慧機銷量掉2成 .媒體與網路資源.
6.1.2學位論文
葉柏鋒 (2012). 智慧型手機市場之競爭分析—宏達電廠(HTC)之個案研究. 碩士論文,台灣大學, 臺北市.
劉建君 (2011). 台灣智慧型手機廠商宏達電之競爭優勢分析. 碩士論文, 交通大學,新竹市.
吳承軒 (2012). 不同品牌智慧型手機競爭策略之比較研究—以宏達電(HTC)與三星(Samsung)為例. 碩士論文,高苑科技大學,高雄市.
羅文傑 (2013). 行銷溝通對品牌權益與經營綪效之影響:以宏達電為例. 碩士論文,台灣大學,台北市.
曾鈺婷 (2013). 智慧型手機製造商行銷策略個案研究—以宏達電為例. 碩士論文,國立交通大學.
林聖齡 (2012). 探討台灣智慧型手機產業之競爭策略. 碩士論文,中央大學,桃園市.
張莉屏 (2012). 資訊科技產業中智慧型手機競爭策略之分析—以H公司為例. 碩士論文,育達商業科技大學,臺北.
曹春蕾 (2010). 瀚斯寶麗品牌發展策略探討─在產品設計及行銷手法方面. 碩士論文,國立台灣科技大學,臺北.
陳姿蓉 (2013). 品牌造勢:宏達電的個案分析. 碩士論文,淡江大學,臺北市.
陳文治 (2012). 台灣智慧型手機產業由代工轉型到自創品牌之行銷策略分析—以H公司為例. 碩士論文,中央大學,桃園市
黃士勳 (2011). 智慧型手機競爭優勢個案分析. 碩士論文,國立中央大學,桃園.
6.2英文文獻
Alan, F. (2014) ‘Sales of Beats Audio stake helps HTC turn a fourth quarter operating loss into a net profit’, PhoneArena.com [Online] Available at: http://www.phonearena.com/news/Sale-of-Beats-Audio-stake-helps-HTC-turn-a-fourth-quarter-operating-loss-into-a-net-profit_id50944 [Accessed on: 23 May 2014]
Bryman, A. and Bell, E. (2007) Business research methods. 2nd ed. Oxford: Oxford University Press.
Barney, D.F.(1991),Time paths in the diffusion of Product Innovations, Macmillan,London.
Chiou, C. H. (2013) ‘Dynamic capabilities, collaborative network and business model: An empirical analysis of Taiwan HTC Corporation’, African Journal of Business Management, 5(2), 294-305.
Denzin, N. andLincoln, Y. (2003) ‘The Discipline and Practice of Qualitative Research’, in Denzin, N. and Lincoln, Y. (eds.) Collecting and Interpreting Qualitative Materials, 2nd edn, California: SAGE Publications, Inc., 1-45.
Dou, E. and Poon, A. (2013) ‘How HTC lost its way with smartphones’, The Wall Street Journal [Online] Available at: http://online.wsj.com/news/articles/SB10001424127887323836504578553051806977448 [Accessed on: 23 May 2014]
Florin, T. (2014) ‘Sorry, HTC, but your One needed high sales volumes, not awards. Better luck with the M8’, PhoneArena.com [Online] Available at: http://www.phonearena.com/news/Sorry-HTC-but-your-One-needed-high-sales-volumes-not-awards.-Better-luck-with-the-M8_id50957[Accessed on: 23 May 2014]
Gold, M. (2014) ‘HTC steps up advertising to regain once-high market share’, Reuters [Online] Available at: http://www.reuters.com/article/2014/05/06/us-htc-guidance-idUSBREA4506P20140506 [Accessed on: 23 May 2014]
Goldstein, P. (2014) HTC’s Mackenzie details new marketing strategy for One M8 to counter’, Fierce Wireless [Online] Available at: Samsung http://www.fiercewireless.com/story/htcs-mackenzie-details-new-marketing-strategy-one-m8-counter-samsung/2014-03-25[Accessed on: 23 September 2014].
Grant R.M.:The Resources-Based Theory of Competitive Advantage:Implications for Strategy Formulation’,California Management Review,Vol.33,1991
Hamel, G., & Heene, A. (1994). Competence-based competition. Wiley.
Hill,Charles W.L. and Jones, Gareth R.(2002). Strategy Management
Jiang, E. and Lee, J. (2014) ‘HTC looking for strategy to cope with changing smartphone market’, FocusTaiwan [Online] Available at: http://focustaiwan.tw/news/aeco/201408160023.aspx [Accessed on: 23 September 2014].
Kovach, S. (2014) ‘HTC: Here’s how we’ll come back after getting out butts kicked by Samsung and Apple last year’, Business Insider [Online] Available at: http://www.businessinsider.com/htc-one-sales-strategy-2014-3 [Accessed on: 23 September 2014].
Kotler, P.(1976).Marketing Management:Analysis,Planning and Control(3 ed):New York:Prentice-Hall.
Kotler,P.(2000),Marketing management Englewood Cliffs, New York:Prentice-Hall.
Lammertse, M. (2014) ‘Apple vs. Android: Global Software Patentability And The Mobile Os Wars’, Brooklyn J. Int'l L., 39, 793-915.
Lew, Y. K., and Sinkovics, R. R. (2013) ‘Crossing borders and industry sectors: behavioral governance in strategic alliances and product innovation for competitive advantage’, Long Range Planning, 46(1), 13-38.
Michael, R. (2014) ‘Round 2014: Samsung vs. HTC’, Sam Mobile [Online] Available at: http://www.sammobile.com/2014/01/20/round-2014-samsung-vs-htc/ [Accessed on: 23 September 2014].
Montgomery, D. B., Moore, M. C., and Urbany, J. E. (2005) ‘Reasoning about competitive reactions: Evidence from executives’, Marketing Science, 24(1), 138–149.
Morgan, N. A., and Slotegraaf, R. J. (2011) Marketing capabilities for B2B firms. In G. L. Lillien & R. Grewal (Eds.),The B2B marketing handbook. Northampton: Edward Elgar.
Morgan, N. A., Slotegraaf, R. J., and Vorhies, D. W. (2009a) ‘Linking marketing capabilities with profit growth’, International Journal of Research in Marketing, 26(4), 284–293.
Morgan, N. A., Vorhies, D. W., and Mason, C. H. (2009b) ‘Market orientation, marketing capabilities, and firm performance’, Strategic Management Journal, 30(8), 909–920.
Olson, E. M., Slater, S. F., and Hult, G. T. M. (2005) ‘The performance implications of fit among business strategy, marketing organization structure, and strategic behavior’, Journal of Marketing, 69 (3), 49–65.
Peres, R., and Van den Bulte, C. (2014) ‘When to Take or Forgo New Product Exclusivity: Balancing Protection from Competition Against Word-of-Mouth Spillover’, Journal of Marketing, 78(2), 83-100.
Porter, M.E.(1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York:Free Press.
Porter, M.E.(1985).Competitive Advantage: Creating Sustaining Sustaining Superior Performance. New York:The Free Press.
Ramaswami, S. N., Srivastava, R. K., and Bhargava, M. (2009) ‘Market-based capabilities and financial performance of firms: Insights into marketing’s contribution to firm value’, Journal of the Academy of Marketing Science, 37(2), 97–116.
Rego, L. L., Billett, M. T., and Morgan, N. A. (2009) ‘Consumer based brand equity and firm risk’, Journal of Marketing, 73(6), 47–60.
Slater, S. F., & Narver, J. C. (1995). Research notes and communications customer-led and market-oriented: Let’s not confuse the two. Strategic Management Journal, 19(10), 1001-1006.
Tsyhankova, T. E. T. Y. A. N. A., Olena, Y., and Nataliia, Y. (2012) ‘Strategies of International Companies in Turbulent Marketing Environment’, International Economic Policy, (1-2), 5-32.
Thomas,W.G.Talai,O.,&And rew.J.C.(2006),e WOM
Varadarajan, P. R. (2010) ‘Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises’, Journal of the Academy of Marketing Science, 38(2), 119–140.
Vorhies, D. W., Orr, L. M., and Busch, V. D. (2010) ‘Improving customer focused marketing capabilities and firm financial performance via marketing exploitation and exploration’, Journal of the Academy of Marketing Science, 38(1), 1–21.
Theory(6thedition)
Yin, R, K.(1984). Case study research: Design and methods. Newbury Park. CA: Sage.
6.3網路資料
IDC
http://www.idc.com/
美國行銷學會(AMA)
http://www.ama.org/Pages/default.aspx
宏達電官方網站:
http://www.htc.com/tw/
產業情報研究所
http://www.iii.org.tw/
Money Dj理財網,
http://www.moneydj.com/
工研院資通所,
http://std-share.itri.org.tw/
手機王,
http://www.sogi.com.tw/
拓墣產業研究所,
http://www.topoloty.com.tw/
國家實驗研究院科技政策研究與資訊中心,
http://www.sti.narl.org.tw/
聯合知識庫,
http://udndata.com/
DIGITIMES 電子時報
From http://www.digitimes.com.tw/
Gartner.From
http://www.gartner.cocm/
IDC 國際數據資訊. From
http://www.idc.com.tw/
資策會 FIND. From
http://www.find.org.tw/
STPI 科技產業資訊室. From
http://cdnet.stpi.org.tw
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