小筆電對一般筆電市場影響之評估

Assessment of Netbook influences on Notebook market

高嘉臨(Chia-Lin Kao)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00116

摘要

金融海嘯重挫全球所有的經濟體，也造成消費者心態徹底改變，許多人開始有危機意識，不亂花錢、物超所值成為消費主流意識，低價成為首選。過去PC市場強調的是技術領導市場(Technology Driven)，現在的時期，廠商必需推出消費者導向(Consumer Driven)的產品，同時兼顧外型以及價格，才有機會吸引荷包縮水的消費者。小筆電因單價低，功能尚符合多數人的使用需求，外型具質感與時尚，遂逐漸成為這一波筆電的主流。
ASUS因掌握破壞性創新，讓Eee PC獲得空前的成功。隨著ASUS及ACER小筆電大賣，各筆電廠爭相投入，小筆電市場一片看好。到底小筆電對一般筆電市場的影響如何，正是本論文所要研究探討的研究動機。本研究的研究目的:
1. 探討小筆電的市場概況以及未來趨勢如何？ 2. 以消費者購買觀點評估小筆電對於一般筆電市場影響？
由小筆電侵蝕文獻的探討，可發現並推知
1.小筆電的市場因為金融風爆不景氣有加速作用。
2.最有小筆電侵蝕作用在於低階入門級，讓12”筆電數量明顯降低。
3.對整體而言，小筆電不但侵蝕一般筆電數量，對於整體利潤及毛利皆有侵蝕。
本研究對象主體為住在北部地區(台北縣/市，桃園縣，新竹縣) 20歲以上已擁有筆電但尚未購買小筆電之消費者。本研究共發出200份問卷，回收198份問卷，在剔除無效問卷後，有效問卷為157份，以四分差(Semi-interquartile range;QR)方式將26型小筆電填與受訪者現有筆電相比較後作出選擇再比較 侵蝕程度大與侵蝕程度小所選擇機型的功能屬性之間的差異。
研究結果發現:
1. 女性所在意的侵蝕程度有較明顯差異的小筆電屬性與男性大致相同，比較不同的是男性:螢幕尺寸，女性:儲存設備，筆電重量與處理器。
2 較低年齡(35歲以下)侵蝕大小差異大所選有較多不同功能屬性,可見不同年齡對小筆電的功能屬性選擇有所影響。
3. 整體而言不論(1)總體，(2)性別(男,女)，(3)年齡(35以下, 35以上)與(4)收入(5萬以下, 5萬以上)就侵蝕度大與侵蝕度小相比有顯著差異的有(1)品牌,(2)價格及(3)鍵盤大小。
4. 前兩大品牌電腦不論是ASUS或ACER都有ASUS小筆電侵蝕的狀況 ，而ACER的筆電被ASUS侵蝕明顯，雖然國外市場ACER相當不錯，但國內ASUS品牌不容忽視，因為Eee PC也是小筆電的開創者及領導品牌，ACER仍應強化ASPIRE ONE小筆電子品牌形象。

關鍵字:小筆電，消費者購買行為，破壞性創新，侵蝕，四分差

關鍵字

小筆電 ； 消費者購買行為 ； 破壞性創新 ； 侵蝕 ； 四分差

並列摘要

The financial tsunami drops the economy sharply in the countries all over the world. It also cause to change consumer's behavior by aware of crisis in losing money during this period. The low price but with good quality products are popular everywhere.
PC market was emphasized on technology field ,which was called Technology Driven .But now the manufacturer must focus on consumer's need which was called Consumer Driven. Products, with consideration of good design and low price, can win opportunity to attract consumers for spending their shrinking money during this bad economy situation.
The netbook become mainstream of notebook gradually because of low price , just enough function to meet general masses 's demand and designed fashionable appearance.
Due to ASUS find out there still demands not fullfilled in market( Eee PC )by Disruptive Innovation,it succeed greatly.And after ASUS and ACER win a big success in netbook market, all the notebook maker begin to follow their steps to launch netbooks aggressively . How netbook influence to Notebook is the research motivation of the thesis. The research objective of thesis are 1. Market situation and trend of netbook market.
2. Assessment of netbook influence on notebook market by view of consumer buying behavior.
When study of documents of cannibalization of netbook, we find out
1. The market of netbook grow accelerating by influence of financial tsunami.
2.The cannibalization of netbook mainly in 12” low end notebook.
3.Generally speaking, the netbook not only cannibalize the quantity of notebook, but also cannibalize the whole notebook market’s profit and net profit of each notebook.
The research objects of the thesis are who live in the northern territory (Taipei city/county, Taoyuan county, Hsinchu county) had notebook already but still not buy netbook yet. This research sends out 200 questionnaires altogether, retrieve 198 questionnaires, after rejecting the invalid questionnaires, the effective questionnaire is 157, with Semi-interquartile range( QR) . Fill out the questionnaire and compare with original notebook and choice of the 26 model netbook respectively. Compared those cannibalize degree greatly and those cannibalize degree littly.
This research found out:
1. The cannibalization degree between women and men has roughly the same attribute , different part is man: The size of the screen, women: Storage equipment, weight and processor.
2 The cannibalization degree between young ages (under the age of 35) and old ages (above the age of 35) attributesare widely different.
3 The function attribute of the netbook extent no matter(1) overall ,different sex(man, woman), (2)different ages (under the age of 35, above the age of 35)and (3)different income (under NT $50,000, more than NT $ 50,000) showing cannibalization degree between bigger and lesser are (1)brand,(2) price and(3) size of keyboard .
4. The first two main netbook maker no matter ASUS or ACER have ASUS netbook cannibalization.The notebook of ACER is cannibalized by ASUS obviously.Although ACER overseas(especially Europe) netbook markets are pretty good, but in domestic netbook market ASUS can't be ignored.Due to Eee PC is initiator of the netbook and No.1 leading brand , ACER has to strengthen the brand image of netbook of ASPIRE ONE immediately.

Key words: netbook, consumer buying behavior, disruptive innovation, semi-interquartile range

並列關鍵字

netbook ； consumer buying behavior ； disruptive innovation ； semi-interquqrtile range

參考文獻

1. 邱創岸，「我國光碟機產業競爭優勢與績效比較分析」，元智大學管理研究所碩士論文，民國93年。

5. 李融冠，「低價簡易PC對主流產品之影響探討 以Eee-PC為例」，元智大學管理研究所碩士論文，民國97年。

4.Aaker, D. , “Manage Brand Equity” New York: The Free Press., 1991

參 考 文 獻

一、中文部份