頁籤選單縮合
題名 | 解開平板電腦行銷困境:從技術推動到市場拉動策略=Resolving of the Marketing Dilemma of Tablet PC: From Technology Push to Demand Pull |
---|---|
作者 | 鄭玉龍; Cheng, Yu-lung; |
期刊 | 行銷評論 |
出版日期 | 20080600 |
卷期 | 5:2 2008.夏[民97.夏] |
頁次 | 頁221-248 |
分類號 | 496.5 |
語文 | chi |
關鍵詞 | 高科技產品; 行銷; 創新; 平板電腦; Hi-tech product; Marketing; Innovation; Tablet PC; |
中文摘要 | 高科技產品行銷主要議題在於平衡需求者(顧客)觀點及供應者(管理者)之觀點。本研究主要目的爲建立一個高科技產品行銷之多種觀點之架構,此架構包含了(1)高科技產品特性之創新觀點:包含創新之準則及影響創新擴散的之原則;(2)完整產品觀點:了解技術採用者之類型及在技術市場及大眾市場之間之技術鴻溝,及如何利用完整商品策略跨越此採用鴻溝;(3)技術需求觀點:同時考量技術成熟度及需求成熟度來探討顧客願意支付之技術價值,了解顧客爲何不願支付部份技術所產生之價值;(4)從進入市場廠商規模出發之供應規模觀點,建立供應規模與市場起飛的關聯及準則,了解廠商加入市場的競爭對產品銷售起飛的影響之關鍵因素。這樣的架構提供高科技產品行銷的完整性,讓高科技產品行銷之管理者藉此了解高科技行銷的不同觀點,整合出較適的行銷策略。本研究將依此架構來探討高科技產品平板電腦(Tablet PC)行銷失靈之關鍵,並依此架構建議平板電腦下一階段的行銷策略。最後,討論此架構在高科技產品行銷策略及管理上的意涵與價值。 |
英文摘要 | The one major issue of hi-tech product marketing is to understand supply side (product focus) and demand side (customer focus) simultaneously. And another issue is to distinguish the differences between hi-tech product and common product. The purpose of the paper is to propose the integrated framework of hi-tech product marketing. The framework integrated several perspectives, and it contains (1) innovation perspective: is to define the characteristics of innovation of the hi-tech product and how to diffuse the innovative product; (2) the whole product perspective: the technology adopter classification and their acceptance attitude on new technology; and show how to utilize the whole product strategy to cross the technology chasm; (3) technology demand perspective: is to consider demand and supply life cycle simultaneously; (4) supply scare perspective: to illustrate the relationship between firm take-off (supply) and sale take-off (demand). The framework proposed a new and integrated viewpoint of hi-tech product marketing and will help marketing people in the hi-tech industry to propose a successful marketing strategy. Finally, a marketing failure case study Microsoft Tablet PC will be demonstrated and illustrated following by the proposed framework. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。