頁籤選單縮合
題 名 | 影響新產品預告發訊時間之因素--臺灣資訊廠商之個案研究=Factors Influencing the Timing of New Product Preannouncement: The Case Studies of Taiwanese Information Technology Firms |
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作 者 | 顧萱萱; 陳美芳; 楊欣哲; | 書刊名 | 商管科技季刊 |
卷 期 | 3:1 2002.03[民91.03] |
頁 次 | 頁19-41 |
分類號 | 496.1 |
關鍵詞 | 新產品預告; 先制優勢; 先制風險; New product preannouncement; Preemptive advantages; Preemptive risks; |
語 文 | 中文(Chinese) |
中文摘要 | 新產品預告屬於新產品導入過程之一環,在產品規劃和上市前活動中扮演相當關鍵的角色。正由於新產品預告行為具有策略性意義,企業進行新產品預告活動的傾向,以及預告發訊時機,恐攸關新產品績效。而決定預告時機的主要因素,則受制於廠商所知覺的預告優勢和風險。據此,本研究以發展合作關係、激勵市場回饋和塑造消費者偏好等策略性意圖,作為預告行為可能尋求的先制優勢;以毀損聲譽、產品線蠶食與競爭報復為先制風險,針對國內五家資訊廠商進行深度個案訪談,探討其對廠商新產品預告時機的影響性。 |
英文摘要 | New product preannouncement, one of prelaunch activities, plays an important role in introducing new product. Because of its strategic role in product introduction, the tendency and timing of new product preannouncement firms engaging may result in significant influence on product performance. The timing of new product preannouncement depends on firms' perception of preemptive advantages and risks resulted from preannouncement. This study constructed a conceptual framework to posit the influence of preemptive advantages and risks on the timing of new product preannouncement and verified it by in-depth interviews with five information technology firms in Taiwan. Given the favorable results, strategic implications and suggestions for further explication are offered. |
本系統中英文摘要資訊取自各篇刊載內容。