- 期刊
3C品牌策略之探討－以Apple為例
Exploring 3C Brand Strategy-An Example of Apple
摘要
21世代可以說是科技革命時代，生活中的任何東西都可以與3C做結合，像是物聯網等。其中最為廣泛的就是手機了。在這個人手一機的時代，手機不僅僅是“手機”。甚至，超越了物品本身，成為現代人的一種「生活態度」。在這個日新月異的時代，有許多家手機廠商，其中有名的有Apple、Sony、Samsung、HTC、OPPO等。如何在這產品生命週期短、消費者喜新厭舊心態旺盛的智慧型手機市場上打響知名度是身處於這市場上所有企業的目標。其中，蘋果公司為箇中翹楚。他藉由不斷的創新及研發，讓他的產品一推出就創新一波的話題，成為這個領域的佼佼者。但與其他品牌相比，其價位比他們都還要高，若依照需求法則來看，其銷售數量應該要減少，實際卻是銷售量與價格呈正向關係。為此，本研究將要探討蘋果公司能夠成為眾多品牌相繼模仿的原因，並瞭解除了產品的因素外，還有什麼因素在影響其產品之銷量。
並列摘要
The 21 century is literarily the age of technological revolution, in which just anything in life can combine 3C, e.g., the Internet of thing. And nothing like mobile phone is so much widely used. Today, as everyone is using it, mobile phone is not merely a ＂mobile phone＂. It is more than a thing, and becomes a ＂way of life＂ for contemporary people. In this ever-changing time, a number of makers produce mobile phones; a few noted makers are Apple, Sony, Samsung, HTC and OPPO. For these firms and others in this market, their common object is to be best known in a market for smart phones that features short product life cycle and consumers’ pursuit of new models. Apple excels. By constant innovation, research and development, it makes a wave of buzz whenever it unveils a product and remains a leader in this field. While it has a higher price tag than any other brand and, if estimated by the law of needs, it should have sold fewer phones, the actual sales are positively related to its price. In this regard, this study will investigate why Apple becomes a brand that is copied by many and what, besides the factor of the product, other factors affect its sales.