客製化行銷策略在LCD-TV市場中競爭優勢之探討－以H電子科技有限公司為例

The Investigation of a Competitive Advantage of the Marketing Strategy of Customization on a LCD- TV Industry – H Electronic Co. Ltd. as an Example

王永吉(Yung-Chi Wang)

指導教授 ： 李金連

國立臺北科技大學/電資學院/光電與平面顯示器產業研發碩士專班/碩士(2007年)

摘要

現行LCD-TV產品於市場中，行銷者均已推出大量消費性的同質量化產品，因此能因而獲至社會大眾所關注與接受者，已趨少數且勢必終將式微。爲了全面迎合滿足於顧客的需求，實施個別訂製與量身打造而將使成為屬於質化的所謂差異化時尚個性新產品—客製化LCD-TV是有其必然性的需要。故本研究之目的為提出動態式的客製化行銷策略與探究客製化行銷策略的競爭優勢，並且藉由相關文獻探討後歸納出的結論，設計量化問卷與質性問卷，有一般顧客172人作為量化問卷之樣本，以公司產銷研三部門之人員作為質性研究之樣本。研究結果有：1. 根據價值創新理念推論：LCD-TV新產品的行銷策略應發展成客製化的行銷策略，2.訂出LCD-TV新產品之客製化的行銷策略，3.提出H電子科技推動客製化的行銷策略在LCD-TV新產品市場上的實施計劃與執行方案。最後，提出如何將本研究結果提供於相關業界參考與應用之建議。

關鍵字

客製化 ； LCD-TV新產品 ； 動態式的客製化行銷策略

並列摘要

Current marketing person has already put out a large amount of consuming and quality products in the LCD-TV market. The persons who can be paid close attention to and accepted to the people, will become minority and certainly decline at last. In order to be satisfied with customer demand, offer the customization is becoming more and more important and necessary. So, this research tries to propose the dynamic marketing strategy and study the competitive advantage of the customization. Then, make quantization questionnaire and quality questionnaire by the conclusion which is summed up after the relevant documents discussion. The samples of these questionnaires are 172 general customer of the quantization questionnaire and the employees of three departments (production, marketing, R&D) of the quality questionnaire. The result of study is as follows:

1. According to the value innovative concept, the marketing way of the LCD-TV new product should be developed to the marketing strategy with a customization.

2. Conclude the marketing strategy of the custom-made LCD-TV new product.

3. Put forward henries of part electronic science and technology promote guest make marketing tactics that take implementation at the new product market plan and carry out the track case in LCD-TV.

To summarize, put forward how is it give on relevant industry consult and suggestion that use to support copies of result of study.

並列關鍵字

Customization ； LCD-TV ； Strategy ； Marketing

參考文獻

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