商品化陷阱與挑戰-以手機產業為例

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/44053

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/44053

Title:	商品化陷阱與挑戰-以手機產業為例
Authors:	林聖航;Sheng-Hang Lin
Contributors:	企業管理研究所
Keywords:	手機功能屬性;商品化陷阱;價格-效益分析;特徵價格模型;Commodity trap;Hedonic price model;Mobile phone function;price-benefit analysis
Date:	2010-06-23
Issue Date:	2010-12-08 14:47:08 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著科技的進步，現今手機的功能及使用方式越來越多元，舉凡是行動上網、相機功能、觸碰螢幕等。但是公司的研發團隊費盡心思、耗費鉅資研發了新科技或新產品，可能在極短的時間內馬上就出現了功能足以匹敵，但是價格卻平易近人的對手，所以導致最後產品差別的就指剩下了產品價格，於是手機價格一直下降，此為商品化陷阱的現象。有鑑於此，本研究欲探討手機是否有也有掉入商品化陷阱的情況並藉由特徵價格模型，了解的各手機功能屬性與手機價格之間的關係。本研究依照手機不同屬性，將所有特徵功能變數分為七類，分別為品牌、螢幕規格、基本特性、影音功能、附加功能、輕巧性及外型特徵。利用特徵價格模型分析各功能之間與價格變化的關係，分別做兩個模型以比較。最後將模型結果搭配價格-效益分析來了解手機市場上各家手機的相對位置，希望能幫助台灣手機市場業者對於多變的市場競爭與可能遇到的商品化陷阱並有更具體的警覺與掌握。 As the science and technology improving, the function and user mode of mobile phone nowadays are getting more and more various .For example, mobile internet, digital camera, touch panel, etc. However the new technology applications or new products which our R&D team that had invested a lot of time and huge funds may face an opponent whose functions are as good as ours but the prices are lower. Shortly, the price fall continuously, it’s called commodity trap .According to this, this research want to find out whether the mobile phone encounter the commodity trap and figure out the relation between each function and price by Hedonic Price Model. According to different kinds of mobile phone functions ,this research classified all characteristics function into seven categories, they are brands ,screen standards, basic features ,AV functions ,extra functions, compactness and shape respectively .In order to realize the relations between each function and the variation of price, this research used the hedonic price analysis and use two models respectively to compare. Finally ,this research put the result of model and price-benefit analysis together to understand the relative position of the mobile phone market .This research hope that it could help mobile phone firms be more concrete aware of strange and changeful competition or some probably commodity traps that may be encountered.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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