以廣告訴求分析台灣行動電話市場之產品差異化策略

Product Differentiation Strategy in Taiwan Mobile Phone Market via Television Advertisement contents

范政揆(Cheng-Kuei Fan)

指導教授 ： 黃子坤

國立臺北科技大學/設計學院/創新設計研究所/碩士(2005年)

https://doi.org/10.6841/NTUT.2005.00233

摘要

企業如何在日趨競爭激烈的環境中，滿足消費者的需求與創造市場區隔，如何有效運用正確的差異化設計策略，是其中的關鍵因素之一。本研究以台灣地區行動電話市場為研究對象，分析2002年至2004年10月之行動電話電視廣告內容，透過概念分類與次數分析得到515項廣告訴求並將其區分成六大類，比較各年度間的差異，並探討其趨勢演變。其次採用銷售排行資料代表消費者的認知，分析行動電話銷售數量Top10與銷售金額Top10的差異化訴求項目。研究主要發現：(1)在172支行動電話電視廣告訴求的六大差異化構面以硬體功能差異為最多，佔41.6%、其次為軟體功能差異，佔20.8%、外觀差異，佔18.3%、操作差異、系統差異與價格差異；但其中銷售數量/金額前十名的電視廣告訴求中，以外觀差異化最多，顯示外觀差異化策略之成效，超過行動電話業者的認知。(2)在六大差異化構面的細項中，訴求最多的前20個差異化項目，外觀差異有6項，以時尚訴求最多，達6.6%；硬體功能差異有6項，以鈴聲音質最多，達8.3%；軟體功能差異有4項，以MMS為最多，達6.3%；操作差異僅有1項，為操作型態，占4.3%；系統差異有2項，以門號訴求最多，達8%；價格差異僅有1項，占8.3%；企業在行動電話的差異化，注重硬體功能的差異化訴求。(3)硬體功能差異與操作差異兩個構面呈現逐年成長的趨勢。(4)消費者在低價行動電話上注重價格差異化與外觀差異化；在中高階行動電話上注重的是硬體功能差異化與外觀差異化。在外觀差異化中，消費者最重視時尚訴求，其次為聲光效果訴求；硬體功\\\\\\\\\\\\\\能差異中，最重視鈴聲音質訴求。(5)刺激銷售數量成長的差異化訴求為價格訴求、聲光效果訴求與時尚訴求；刺激銷售金額成長的差異化訴求為價格訴求、時尚訴求、聲光效果訴求、彩色螢幕訴求、相機訴求與鈴聲音質訴求；既刺激銷售數量又刺激銷售金額成長的差異化訴求為：價格訴求、時尚訴求與聲光效果訴求。(6)從產品區隔層面分析，娛樂型行動電話有增加的趨勢；而從消費者情感需求層面分析，中高階行動電話傾向於滿足消費者探索與個人風格的需求。

關鍵字

差異化策略 ； 廣告訴求 ； 行動電話

並列摘要

One of the key factor that an enterprise satisfies consumer need and outstand oneself in the fierce market competition, is to facilitate effective product differentiation strategy through design. This study took Taiwan’s mobile phone market as research subject, and analyzed contents of mobile phone’s TV advertisements between year 2002 and 2004. By using concept classification and frequency distribution as research method, a total of 515 advertising appeals were concluded and further categorized into 6 features, where a year-on-year comparison was made and the trend development discussed. This study further adopted sales ranking as consumer recognition and analyzed the different appeals between the top 10 mobile phones in terms of sales volume and sales amount. The study found: (1) The 6 differentiation features are hardware (41.6%), software (20.8%), appearance (18.3%), manipulation, system and price; However appearance differentiation (18.3%) is the most prevalent among tele-advertisment contants of top ten models respectively based on sales volume / sales amount, This may indicate that the influence of appearance differenciation was beyond the knowledge of the network providers. (2) In the top 20 sub-differentiation items under the 6 features, 6 are appearance related, to top with the fashion appeal (6.6%); 6 software related, to top with ring-tone quality (8.3%); 4 software related, to top with MMS (6.3%); 1 manipulation related, which is manipulation method (4.3%); 2 system related, to top with phone number (8%); and only 1 price related (8.3%). The result showed that the enterprises put more attention on hardware appeals on mobile phone differentiation; (3) Hardware and manipulation differentiation features is showing a gradual growth over the years; (4) Consumers valued price and appearance features on low-end mobile phones, and hardware and appearance features on med- and high-end mobile phones. Among the appearance differentiation feature, consumer valued the fashion appeal the most, followed by the audio/video effect, while the ring-tone quality appeal is highly valued among the hardware differentiation feature; (5) The most effective differentiation appeals to boost sales volume are price, audio/video effect and fashion; the most effective ones to boost sales amount in turn are price, fashion, audio/video effect, color screen, camera and ring-tone quality; the most effective ones to boost both sales volume and amount are price, fashion and audio/video effect; (6) From the aspect of market segment, amusement mobile phones are increasing, while from the aspect of consumer’s emotional need, the med- and high-end mobile phones are tending to satisfy consumer’s exploring and establishing personal style.

並列關鍵字

differentiation strategy ； advertising appeal ； mobile phone

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