| dc.description.abstract | The release of iPhone has not only changed the consumer practice of mobile phones, but also triggered controversial discussion about business operation. There are many applicable strategies for businesses, such as mergers and acquisitions, strategic alliance, vertical specialization and vertical integration. In the crucial business games of strategy, which strategy will create the best performance, and which business will lead the industry? Samsung from South Korea has grown quickly and thus, threatened the industry of Taiwan. While OEM plays an important role in Taiwan industry, it is critical to explore better strategies for the industry to deal with the challenges. The research collects and generalizes related literatures, observes the status and competitive strategies of Smartphone industry globally. Therefore, it is expected to provide suggestions for the Smartphone industry and the government of Taiwan.
Firstly, SCP Model (Structure-Conduct-Performance Model), Business Model, Core Competence analysis, Coopetition strategy, and the Game theory are applied to explore the current status of the industry and the nature of strategy. Moreover, a case study of HTC Corp. is conducted to analyze the success strategy and crisis management in order to provide optimal policy making suggestions for businesses. Furthermore, four East-Asia area countries were evaluated for their competitiveness to discover different means to enhance competitiveness for a nation.
The conclusions of this research are as follows: 1. Medium and advanced level Smartphone will still be the major promotion product for the industry. Consumers will replace low price cell phones soon in the future. 2. User friendly approach is vital for product service. Fundamentally, customers will select products that are easy to use, with smooth operation and practical application software systems. 3. Business operation models and strategies are the keys for success. 4. Branding strategy and creativity enhance the growth and progress of Smartphone. 5. Cell phone industry should work on vertical and backward integration to collaborate with key technology and material industries and effectively develop strategic alliance.
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