小型記憶卡產業之廣告競爭分析; Advertisement competitive analysis for flash memory card industry

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题名:	小型記憶卡產業之廣告競爭分析;Advertisement competitive analysis for flash memory card industry
作者:	范慧玲;HUI-LING FAN
贡献者:	產業經濟研究所碩士在職專班
关键词:	說服性廣告;小型記憶卡產業;Hotelling線性城市模型;Flash memory card;Hotelling linear city mode
日期:	2007-11-09
上传时间:	2010-06-11 17:07:44 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	由於科技的日新月異，消費者對數位產品輕、薄、短、小的要求，加上半導體產業技術的不斷演進，NAND型快閃記憶體衍生出的應用五花八門，尤其是小型記憶卡市場。在競爭激烈的快閃記憶卡產業中，記憶卡製造廠商要創造高獲利的時代已不復見，進而面對的是微利時代的來臨，此產業環境的改變，考驗著製造廠商在其經營策略上是否具有競爭力。透過Hotellin線性城市模型,分析成熟市場條件下雙佔廠商之間的說服性廣告投資決策。並且設定說服性廣告影響消費者購買意願的情形加以模型化。最後，以雙廠商賽局理論，探討賽局模型，以解決競爭廠商發展最佳策略問題，再經由分析比較競爭與合作模式，以了解雙廠商之最適互動策略。並且提出具體結論，作為後續研究及實務應用之參考。 Due to the change of technology, consumers focus on digital products promoted gradually, and the progress of industry's technology of the semiconductor improve constantly, so the application of NAND Flash is multifarious, especially in the market of flash memory card. In the Flash memory card industry are facing the challenge of low–profit environment as a result of intensified competition, the good old days have gone forever. Such change in the market environment, in a way, is testing the competitiveness in business strategy of the manufacturers. On the basis of Hotelling linear city model to study the persuasive advertising investment strategy of two firms separately in the mature oligarch market .Also creatively established a model to analyze advertising persuasive effect on consumer’s willing of purchase. Finally, this article attempts to reveal the competition relationship between two corporations by using game-theory models while optimizing total profit as an objective function. The implementation results provide an analytical methodology to deal with duopoly competitiveness while considering various scenarios.
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