過去手機只能滿足通話的需求，漸漸的手機除了能夠語音通話之外，還能夠滿足使用者在娛樂的需求，例如能夠當作音樂播放機跟遊戲機等，手機演變到今日更擁有照相、錄影、上網等功能。智慧型手機的普及率日漸上升，功能更日包羅萬象，在現今的社會是相當指標性的科技產品。本文的研究目的有以下三點： 1.經由文獻探討建立智慧型手機產業相關知識。 2.由瞭解智慧型手機產業鏈，來歸納與分析手機各個特徵。 3.利用滕曉雲老師的特徵分析法，以問卷方式調查智慧型手機的最有價值特爭特徵。 經由特徵分析法調查目標消費族群在購買智慧型手機時對消費者來說重要的特徵共有14項，直接利益特徵包括 : 1 觸控靈敏度、2.手機外觀、3.通話清晰度、4.網頁載入速度、5.手機可下載的軟體多寡、6.觸控操作、7.螢幕解析度、8.機身厚度，共8種直接利益特徵。間接利益特徵依重要性排序分別為 : 1.門市銷售員對產品的專業度、2.保固時間長短、3.門市銷售員的服務態度、4.手機維修速度、5.送修後回報客戶損壞程度與維修報價的速度、6.現場即有商品，不需等待取貨，共六種特徵。 本研究發現，部份智慧型手機強調有高畫質的照相功能、且可錄製高畫質影片等功能，事實上智慧型手機使用者並不太在意這些功能。另外，消費者在購買智慧型手機時相當重視銷售人員的專業度，企業應加強此方面訓練使產品能夠更有競爭優勢。 Recently, the continuing rise of smart phone usage in the global marketplace have been a famous phenomenon. Smart phones combines the functions of a personal digital assistant (PDA) and a mobile phone. Today's models typically also serve as portable media players and camera phones with high-resolution touchscreen, GPS navigation, Wi-fi and mobile broadband access. 1.To establish the information about the smart phone based on the past literature. 2.To summarize the characteristics of smart phone by under standing the industry chain of smart phone. 3.To survey the valuable features by competitive advantage analysis. There are 14 important features. For consumer to purchase the smart phone. Base on competitive advantage analysis. The direct advantage features. Include : 1.the clearness of the touch panel 2.the appearance of phone 3.the clearness of communicating 4.the reload speed of web 5.the quantity of software 6.the touch screen 7.the screen solution 8.thickness . the indirect advantage features in order include : 1.the profession of salesman to the product 2.the warranty 3.the service 4.the speed of repaid 5.the speed of repair charge report 6.the product is available without waiting. This study shows that even some smart phones emphasize the ability of taking high resolution photo and video, the consumers, However, do not take these features into serious consider. Besides, consumers do cave about the profession of salesmen when they attempt to buy smart phones. Hence smart phone companies should focus on this demand in order to get better competitive advantage .
