(3.236.214.19) 您好!臺灣時間:2021/05/10 03:12
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:林宗賢
研究生(外文):Chung-Hsien Lin
論文名稱:以性價比為訴求的手機營銷策略之研究─以小米、華碩為例
指導教授:陳炫碩陳炫碩引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:高階主管企管碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:49
中文關鍵詞:手機營銷策略
外文關鍵詞:mobile phonemarketing strategy
相關次數:
  • 被引用被引用:0
  • 點閱點閱:58
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
華碩電腦是台灣電腦產業龍頭公司之一. 多年的產品多角化布局, 使華碩在主板, 筆電,顯卡, 網通產品上都有不錯的表現, 2008 年起, 全球個人電腦成長開始逐年停滯, 2011 年起全球出貨量開始逐年下跌, 同時期智慧型手機的出貨逐年成長, 應用普及及便性性, 逐漸取代個人電腦的應用, 凸顯智慧型手機已然是下一個市場風口。

小米科技是中國大陸一家本土品牌年輕的手機品牌商, 成立於 2010年, 初期主營為手機產品, 多年耕耘後, 已建立起以手機為核心的互聯網產品生態圈, 手機產品的營銷主打性價比與追求極致體驗。

中國市場巨大, 手機市場是兵家必爭之地, 手機也是取代平板電腦, 筆記型電腦等移動裝置的熱門產品, 許多中國國產品牌如華為, 小米, 聯想, OPPO, VIVO 等, 市場龍頭地位經常性洗牌, 顯示出在智慧型手機的競爭十分激烈。 國外品牌如蘋果手機憑藉品牌的精品定位, 自入市以來即佔據高端的市場地位, 台廠以電腦為主產品的廠商如宏碁, 華碩, 在手機產品上布局多年, 均一直無法複製筆電與平板電腦模式成功切入市場.華碩在手機市場布局多年, 2011 年起就以 A10 手機進軍大陸市場, 但不論在產業技術規格創新與商業模式的運作上, 均難以撼動陸廠已佔據的市場份額. 然2014 年華碩推出 Zenfone 產品. 憑藉正確的產品定位, 開始突破多年停滯不前的手機出貨量, 在中國大陸與台灣市場上均造成不少話題. 在 2015 年達到出貨量巔峰. 對比兩岸手機廠商小米科技與華碩電腦在手機的營銷策略上都採取高性價比的營銷策略,然到 2018年, 小米在 2018 年財報顯示手機當年度銷量達 1.187 億部, 毛利為 6.1%, 而同樣採取高性價比策略重新入市的華碩手機業務部分, 2018 年因虧損, 毛利為 -16.9%, 並一次性打消 60.49 億台幣虧損, 調整手機業務往遊戲機, 客製機業務轉型。

本研究分別研究兩家公司產品售價, 營銷策略, 財務結構對比等方面釐清兩者的差異性. 延伸到小米的口碑營銷, 粉絲經濟, 以及小米生態鏈的構建, 來對比小米的獲利模式與台灣傳統3C硬體廠商獲利模式的差異性, 綜上所述分析為基礎, 提出兩家公司在手機產品上的成功與失敗關鍵因素. 並提出針對台廠在互聯網營銷時代下的策略建議。
ASUS computer is one of the leading companies in Taiwan's computer industry. With years of diversified product layout, Asus has performed well in motherboard, laptop, video card and Netcom products. Since 2008, the growth of global personal computers has been stagnant year by year, and since 2011, global shipments have been declining year by year. At the same time, the shipment of smart phones has been growing year by year, with popularity and convenience, gradually replacing the application of personal computer, highlighting the smart phone is the next market outlet.

Xiaomi technology is a young mobile phone brand of local brands in mainland China. Founded in 2010, it was mainly engaged in mobile phone products at the beginning. After years of hard work, it has established an Internet product ecosystem with mobile phone as the core. The marketing of mobile phone products focuses on cost performance and pursuit of ultimate experience.

China's market is huge. The mobile phone market is a must for strategists. Mobile phones are also popular products to replace tablet computers, notebook computers and other mobile devices. Many domestic brands in China, such as Huawei, Xiaomi, Lenovo, oppo, vivo and so on, are constantly shuffling their leading positions in the market, which shows that the competition in smart phones is very fierce. Foreign brands, such as apple mobile phone, have occupied a high-end market position since entering the market by virtue of the brand's high-quality positioning. Taiwan manufacturers, such as Acer and ASUS, with their computer-based products, have been unable to successfully enter the market by copying the laptop and tablet computer models for many years. Asus has been in the mobile phone market for many years, and has entered the mainland market with A10 mobile phones since 2011, However, no matter in the innovation of industrial technical specifications and the operation of business model, it is difficult to shake the market share occupied by land plants. However, ASUS launched zenfone products in 2014. With the correct product positioning, it began to break through the stagnant mobile phone shipments for many years, It has caused many topics in the Chinese mainland and Taiwan market. In 2015, it reached the peak of shipment volume. Compared with the high cost-effective marketing strategy adopted by the mobile phone manufacturers Xiaomi technology and Asustek Computer on both sides, by 2018, Xiaomi's financial report in 2018 showed that the annual sales volume of mobile phones reached 118.7 million, with a gross profit of 6.1%, Meanwhile, Asustek's mobile phone business, which also adopted a cost-effective strategy to re-enter the market, had a gross profit of - 16.9% in 2018 due to a loss, and eliminated a loss of NT $6.049 billion at one time, adjusting the transformation of mobile phone business to game machine and custom machine business.

In this study, we study the differences between Xiaomi and the traditional 3C hardware manufacturers in terms of product price, marketing strategy, and financial structure. We extend to Xiaomi's word-of-mouth marketing, fan economy, and the construction of Xiaomi's ecological chain to compare the differences between Xiaomi's profit model and Taiwan's traditional 3C hardware manufacturer's profit model. Based on the above analysis, This paper puts forward the key factors of success and failure of the two companies in mobile phone products, and puts forward the strategic suggestions for Taiwan manufacturers in the era of Internet marketing.
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 產業分析 5
第一節 產業定義 5
第二節 產業分析 5
第三章 個案公司介紹 9
第四章 個案分析 12
第一節 華碩與小米營收模式分析 12
第二節 手機定價. 營銷策略與銷量對比分析 16
第三節 2014~2018手機產品性價比 - 產品規格, 訴求賣點與售價對比分析 23
第四節 同品牌跨產品別的認同壁壘 27
第五節 小米成功關鍵因素分析 28
第六節 華碩失敗關鍵因素分析 31
第五章 結論與建議 33
參考文獻 35
一、中文文獻 35
二、網站 35
一、中文文獻
1. 陳惠玉(2016),台灣眼科高階醫療儀器之經營策略 – 以 C 公司為例, 中央大學,管理學院高階主管企管碩士班,碩士論文。
2. 陳建宏 (2015),華人手機品牌突圍策略之研究 – 以小米、華為、宏達電為例, 政治大學, 東亞研究所,碩士論文
3. 謝佳穎, 2014, 小米手機之口碑傳遞模式探討, 政治大學,科技管理與智慧財產研究所, 碩士論文
4. 黎萬強, 2014, 參與感,大陸: 中信出版社,p78
5. 秦孝華, 2006, 品牌形象與消費者涉入對品牌購買行為影響之研究, 台北大學, 企業管理學系, 碩士論文
6. Chris Anderson (克里斯.安德森), 2015.8 第四版, 長尾理論, 大陸: 中信出版社, p265
7. 張慶棋. 2017, 動態環境、創新導向與商業模式創新: 以寵物連鎖店為例, 東海大學, 高階經營管理碩士在職專班 (研究所), 碩士論文
8. 廖健良. 2015, 性價比與手機換購之影響, 台北大學, 企業管理學系, 碩士論文


二、網站
1. 富比士最值得信賴企業評選
取自: https://www.msn.com/zh-tw/money/topstories/富比士最值得信賴企業評選%EF%BC%8C華碩全台唯一入選%EF%BC%8C電腦硬體商僅次蘋果/ar-BBOgUnk
2. 華碩兵法
取自:取自:http://kms.secda.info/xms/content/show.php?id=844
3. 華碩史上最大變革!CEO 沈振來辭職,兩位「新生代」共擔執行長大位 取自:https://www.managertoday.com.tw/articles/view/57022
4. 小米 2018 年財報分部收入與毛利
取自:小米 2018 年度報告
http://cnbj1.fds.api.xiaomi.com/company/results/zh-cn/2018AR_c.pdf
5. 華碩 2018 公司年報
取自: 華碩官網:
https://www.asus.com/tw/Pages/Investor/#Financials-Annual-Reports
6. 華碩 2015 Q1~2018 Q4 法說會資料
取自: 華碩官網:
https://www.asus.com/tw/Pages/Investor/#Financials
7. 2006~2015 全球 PC 出貨量
取自: Gartner : www.gartner.com
取自:Gartner Says Worldwide PC Shipments Declined 8.3 Percent in Fourth Quarter of 2015.
取自: GartnerGroup's Dataquest Says U.S. and Europe Boost 1998 Worldwide PC Growth. Gartner Press Release. January 29, 1999.
取自: GartnerGroup's Dataquest Says Worldwide PC market Topped 21 Percent Growth in 1999. Gartner Press Release. January 24, 2000.
取自: Gartner Dataquest Says PC market Experienced Slight Upturn in 2002, but Industry Still Shows No Signs of Strong Rebound. Gartner Press Release. January 17, 2003.
取自: Gartner Says PC Vendors Experienced a Happy Holiday Season with Fourth Quarter Worldwide Shipments Increasing 12 Percent. Gartner Press Release. January 14, 2004.
取自:Gartner Says Strong Mobile Sales Lift Worldwide PC Shipments to 12 Percent Growth in 2004. Gartner Press Release. January 18, 2005.
取自:Gartner Says EMEA Region Became Largest PC market in the World Based on Unit Shipments in 2005. Gartner Press Release. January 18, 2006.
取自:Gartner Says Hewlett-Packard Takes Clear Lead in Fourth Quarter Worldwide PC Shipments and Creates a Virtual Tie with Dell for 2006 Year-End Results. Gartner Press Release. January 17, 2007
取自: Gartner Says Worldwide PC market Grew 13 Percent in 2007. Gartner Press Release. January 16, 2008.
取自:Gartner Says In the Fourth Quarter of 2008 the PC Industry Suffered Its Worst Shipment Growth Rate Since 2002. 2009-01-15.
取自: Gartner Says Worldwide PC Shipments in Fourth Quarter of 2009 Posted Strongest Growth Rate in Seven Years. 2010-01-13
取自:Gartner Says Worldwide PC Shipments in Fourth Quarter of 2010 Grew 3.1 Percent; Year-End Shipments Increased 13.8 Percent. 2011-01-12
取自:Gartner Says Worldwide PC Shipments in Fourth Quarter of 2011 Declined 1.4 Percent; Year-End Shipments Increased 0.5 Percent. 2012-01-11
取自:Gartner Says Declining Worldwide PC Shipments in Fourth Quarter of 2012 Signal Structural Shift of PC market. 2013-01-14
取自: Gartner Says Worldwide PC Shipments Declined 6.9 Percent in Fourth Quarter of 2013. Gartner.com. 2014-01-09
取自: Gartner Says Worldwide PC Shipments Grew 1 Percent in Fourth Quarter of 2014. Gartner. January 12, 2015
取自: Gartner Says Worldwide PC Shipments Declined 8.3 Percent in Fourth Quarter of 2015. Gartner. January 12, 2016
取自: Gartner Dataquest Says 2001 is a Year Battered PC Vendors Would Rather Forget. Gartner Press Release. January 17, 2002
取自: Gartner Says Worldwide PC Shipments Declined 8.3 Percent in Fourth Quarter of 2015.
8. 1996~2015 全球PC出貨量與案例公司手機上市時間對比
同 item 6.
9. 2011~2018 全球個人出貨量對比台一線廠商出貨量
取自: 199IT:
http://www.199it.com/archives/428955.html
http://www.199it.com/archives/90275.html
http://www.199it.com/archives/435289.html
http://www.199it.com/archives/822479.html
http://www.askci.com/news/chanye/20180118/143646116294_2.shtml
http://www.199it.com/archives/435289.html
取自:國家實驗研究院
http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=9231
取自: 電子技術設計
https://archive.edntaiwan.com/www.edntaiwan.com/ART_8800510216_3000002_NT_bd602f12.HTM
10. 2012~2019 全球智慧型手機出貨量
取自: 199IT:
http://www.199it.com/archives/323044.html
http://www.199it.com/archives/756909.html
http://www.199it.com/archives/829963.html?night=0
http://www.199it.com/archives/936639.html
http://www.199it.com/archives/694391.html
http://www.199it.com/archives/561886.html
http://www.199it.com/archives/190967.html
http://www.199it.com/archives/413394.html
11. 2013~2018 年上市手機價格對比
取自: 百度百科 https://baike.baidu.com/
手機王 https://www.sogi.com.tw/
新浪財經 – 外匯 https://finance.sina.com.cn/forex/
12. 2014~2018 華碩與小米手機出貨量對比
取自: 199IT : http://www.199it.com/archives/604501.html?url_type=39
http://www.199it.com/archives/741540.html
http://www.199it.com/archives/604501.html?url_type=39
http://www.199it.com/archives/741540.html
小米 2018 年度報告 : http://cnbj1.fds.api.xiaomi.com/company/results/zh-cn/2018AR_c.pdf
華碩 2015Q1 ~ 2018Q4 法說會報告 : https://www.asus.com/tw/Pages/Investor/#Financials
13. 2013~2018 年產品, 小米 3, 小米 4 性價對比華碩 Zenfone 1 A500CG
取自: 華碩官網 https://www.asus.com/tw/
小米官網 https://www.mi.com/
百度百科 https://baike.baidu.com/
手機王 https://www.sogi.com.tw/
14. 小米筆記本電腦 2017 年出貨量未達到預期
取自: 人民網 : gz.people.com.cn/BIG5/n2/2017/0605/c358160-30279727.html
15. 小米發展歷程
取自: 互聯網實驗室 微信: 互聯網實驗室 / Chinalabs1234
16. 以小米手機為核心的物聯網生態
取自: 小米 2018 年度招股書
http://cnbj1.fds.api.xiaomi.com/company/financial/zh-CN/IPO_c.pdf
17. 小米鐵人三項策略
取自: 取自: 小米 2018 年度招股書
http://cnbj1.fds.api.xiaomi.com/company/financial/zh-CN/IPO_c.pdf
18. 小米硬件綜合淨利論率不會超過5%
取自: 手機中國 https://baijiahao.baidu.com/s?id=1598710890954770082&wfr=spider&for=pc
19. 小米財報 - 硬件業務淨利論率
取自: 小米2018年度報告
http://cnbj1.fds.api.xiaomi.com/company/results/zh-cn/2018AR_c.pdf
20. 曠實,朱可夫, 廣發證券, 2018/9/30, 廣視點-從 PC 到 Mobile,互聯網發生了什麼?
取自 : https://www.useit.com.cn/forum.php?mod=viewthread&tid=20918
21. 騰訊科技, 2011/1/11, 華碩今天進軍大陸手機市場
取自 : https://tech.qq.com/a/20110111/000382.htm
電子全文 電子全文(網際網路公開日期:20251016)
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔