平板電腦競爭優勢個案分析-以A公司為例

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題名:	平板電腦競爭優勢個案分析-以A公司為例
作者:	游禎良;YU,Chen-liang
貢獻者:	經濟學系
關鍵詞:	平板電腦;競爭優勢;需求特徵分析;Tablet PC;Competitive advantages;the characteristics of demand analyze
日期:	2014-06-25
上傳時間:	2014-08-11 18:36:49 (UTC+8)
出版者:	國立中央大學
摘要:	隨著科技發展，平板電腦越來越普及，平板電腦市場中各廠牌競爭也日益激烈，在如此競爭的環境中，要採取何種策略來增加企業利潤。本論文提出一套競爭優勢分析架構。競爭優勢是指相同產業中類型相同之商品，其利潤高於競爭對手。企業要具競爭優勢就必須提高商品價值，在此前提下企業必須充分了解消費者對產品特徵的需求，並有效整合資源，提供消費者最有競爭優勢之商品。本論文針對平板電腦產業和平板三大品牌之個別型號商品進行競爭優勢探討，先從三家公司的源起，再討論到近年各家公司的策略與銷售情況，之後詳細列出平板電腦所有的特徵項目，調查消費者對於目前市占率前三大品牌之個別型號商品，其三大品牌之個別型號商品之規格與配備皆相近的情況下，進行商品重要度評比、滿意度調查及競爭優勢分析，最後擬定策略，改進目標品牌產品。 ;Advances in technology have given rise to the increasingly popular tablet PCs and the competition is only getting stiffer. What strategies should different brands adopt in such fierce competitive market to increase profits? This study presents a competitive advantage analysis framework to this question. Competitive advantage refers to a lead over competitors in the margin for the same type of products in the same market. A competitive advantage is essentially raising the value of goods and must be preceded by a comprehensive understanding of consumer demands for the product characteristics. In turn, a company can effectively consolidate all the resources to offer products with high competitive advantage to consumers. In this study, competitive advantage in the tablet PC market is first explored, followed by more in-depth survey into the different models released by top three tablet brands. Each brand is given an overview of its history and its strategies and sales in recent years. Then, detailed features and specifications are listed for the tablet PCs to probe into consumer′s evaluation on individual models from three leading brands in market share. By comparing models of similar specifications across different brands, importance assessment, satisfaction survey and competitive analysis are utilized to ultimately develop strategies to enhance the branded products.
顯示於類別:	[經濟研究所 ] 博碩士論文

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