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

鄭玉龍(Yu-Lung Cheng)

《行銷評論》 5卷2期 (2008/06) Pp. 221-248

https://doi.org/10.29931/MR.200806.0005

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。

關鍵字

高科技產品 ； 行銷 ； 創新 ； 平板電腦

並列摘要

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.

並列關鍵字

Hi-tech Product ； Marketing ； Innovation ； Tablet PC

參考文獻

安同良(2004)。企業技術能力發展論。中國:人民出版社。

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