| dc.description.abstract | Not only has the percentage of the “Smart Phone” in the mobile phone market increased daily, but the “open operation system” mobile phone post the 3G age is also a Smart Phone, and the user can install a software on the mobile phone by himself, similar to the computer but a product existing in the mobile phone pattern. Besides that the shape of the Smart Phone of every firm tends to inherit the blood relationship of every firm, the mobile phone interior operation system is different and the biggest factor causing the use habit difference more. In response to the customer behavior change, the mobile phone firm switches from the way of leading the market independently to cooperating with the customers. Nowadays, Apple iso and Google Android have become the two mainstream systems in the Smart Phone market. The study tries to explore the mutual relationship of the basic condition, market framework, firm behavior and operational performance of the Smart Phone industry using the industry economics framework, behavior-performance theory as a framework. The study explores the industry status quo and future trend from the industry analysis and industry value chain and make an analysis of the skeleton and factor of the communication system of the industry background, product history, the manufacture strategy and marketing responding strategy of every mobile phone firm, and the operation performance responded by the customers.
The study finds that the brand, price and software function are the consideration factors of the customers: (1) Apple sticks to the innovative style and brand route to establish the innovation index of Apple. (2) Android is a open operation system to make the hardware manufacture used free of charge and freely, and its high elasticity and freedom make Android catch up with the initiator Apple of the Smart Phone in short numerous years and surpass the sales amount of Apple.
The study thinks that the government still has much intensification and input room for the talent training plans, industry guidance mechanism, capital injection, technology R&D and acquisition, tax system subsidy, complete planning and framework of every level surface of the industry, and technology communication platform plus the high coordination and assistance of the China policy for the planning of developing the communication science and technology, which are worth the alert and concern of the Taiwan government.
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