網路時代的來臨，資訊透過網路無國界、無時差的散播，造就了無論是消費者偏好、市場環境，甚至是社會價值系統，快速且難以預測的變動，而在這樣的環境下正確地掌握顧客的需求以及預測產品市場銷售成長的趨勢，將有助於企業管理決策的制定，使其在這變動快速的環境下維持其競爭優勢。 競爭優勢(competitive advantage)不只是策略管理上的一個名詞，在實務上更是各個企業所追求的目標，因為不論在任何產業中，當企業擁有競爭優勢時，該企業的表現將會比其他企業傑出、而獲利會高於產業水準、並且享有高的市場評價，Porter(1991)指出競爭優勢是企業將資源或能力轉換成滿足顧客所需的效用，為顧客帶來相對於競爭者較好的價值。而企業的技術能力則為消費者價值來源的其中之一，因此當產品技術特徵改變，也將影響到消費者的價值轉換，進而影響其對於產品的採用狀況，這當中消費者採用狀況以及企業對其技術發展方向的評估皆會影響到企業的獲利能力以及競爭優勢，而產品擴散的檢測即在於探究產品的生命週期並預測產品的需求量，本研究以Bass擴散模型為基礎連結產品技術特徵作為影響產品市場潛量以及銷售量的變數，希望能藉由本研究理論模型的發展，尋找出產品技術特徵與消費者對創新採用之間的關係。 本研究以液晶電視2001年至2003年各月之銷售資料進行實證研究，研究結果發現，在模型建構方面，本研究所提出之理論模型無論在模型配適度或銷售預測上皆表現出良好的效果。而在實證分析方面，則是液晶電視的市場潛量與影響液晶電視影像品質的關鍵技術累積專利具有正向的相關性，以及消費者對於液晶電視的創新接受度低。 With the advent of the Internet, information is through the Internet without borders and the spread of the time difference. It causes rapid and unpredictable change of the consumer preferences, market environment and even social value systems. In this environment, the enterprises make management decision and maintain their competitive advantage more smoothly by grasping the needs of customers and products forecast sales growth of the market trend correctly. Competitive advantage is not only strategic management of a term but also enterprises are pursuing various goals in the practice. When an enterprise has competitive advantage, its performance and profit will be better than other enterprises and enjoy high market evaluation. Porter (1991) thought that recourses or abilities must be converted to customer value since competitive advantage often come from offering customers better value than competitors. And the technical ability of the enterprise is one of the sources of consumers’ value. It will result in the value of the consumers and the adoption of products change when the technical characteristics of product changes. In This situation, the adoption of products and the assessment of the development direction of the enterprise’s technologies will affect the profit ability and competitive advantage of the enterprises. In this study, we use Bass diffusion model and link a potential market of product sales volume with the product technology characteristics change in finding the relations between the product features and the adoption of the innovation. We use the LCD TV sales data from 2001 to 2003 in the empirical section of this study. We find that the theoretical model whether the model of fitness or sales forecasts are shown good results and the LCD TV potential market is positively impacted by the quality of the LCD TV images and the key technology patents accumulated.
