以供應商角度分析平板電腦品牌成功的關鍵要素

摘要平板電腦目前是唯有品牌力才能存活的市場型態，平板電腦是相較於手機，筆電，取得成本相對較低且便於攜帶的電子產品，平板電腦這個載體加速了上網、娛樂、教育及物聯網的普及率，推動了社會的科技化及數位化的進步，它可以是收銀機、廣告機、點菜機、也可以是機器人的人機介面，交通工具上的娛樂互動系統，它是進入門檻相對低，但競爭卻異常激烈的消費電子市場，也是最便捷可以跟消費者互動來強化其品牌知名度的行銷助手。相關零組件供應鏈是有其社會責任投入資源與平板電腦品牌相互支持來持續擴展市場規模，因此本研究探討以供應商角度分析平板電腦品牌成功的關鍵要素，期望透過研究出的關鍵要素來了解如何強化品牌企業與供應鏈上下游材料業者的經營韌性。因此本論文主要探討平板電腦市場的過往的品牌競爭策略差異比較，依照策略規劃四步驟: 使命、目標、策略、戰術；商業模式、量化研究、個案研究，找出以供應商角度來看平板電腦品牌成功的關鍵要素。借鏡過往勝出品牌的經營策略，針對產品規劃、生產交付、市場經營等面相來探討相關的文獻，分析研究彼此之間影響平板電腦品牌成功的關鍵要素，期望由供應商角度所認知的產品規劃、生產交付、市場經營來分析平板電腦品牌成功的關鍵要素，經選擇產品規劃、生產交付、市場經營的14項準則，採用DEMATEL及修訂的DANP分析法，加以回收16份業界專家問卷來探討平板電腦品牌成功的關鍵要素。由研究結果說明，在修訂DANP及DEMATEL分析法分析結果，品牌識別與創造卓越產品都是關鍵要素的第一及第二名。而兩種分析法的前五名，都為品牌識別、創造卓越產品、創新產品、維持穩定的創新、持續投資。兩種分析方法均顯示了產品規劃及市場經營構面在平板電腦品牌成功的關鍵要素中的重要性，其中品牌識別與創造卓越產品是品牌經營上能否成功的最關鍵要素，面對越來越激烈的全球化競爭及供應鏈壁壘，品牌的建立不只是終端消費品牌的課題，而是各零組件供應鏈迫切需要投入的方向與目標，電子產品總是充滿著變化與機運，機會是留給準備好且持續投入在創造卓越產品的企業，期待下一個劃時代的卓越產品能改變你我的生活。

關鍵字

平板電腦；產品規劃；市場經營；品牌識別；卓越產品

並列摘要

ABSTRACT Tablet PC is currently a market type in which only brand power can survive. Compared with mobile phones and laptops, tablet PCs are relatively low-cost and easy-to-carry electronic products. Tablet PCs are successfully accelerating the penetration rate of the Internet, entertainment, education, IoT, and promoting the advancement of technology and digitization in modern society. It can be utilized as a cash register, an advertising machine, an ordering machine, or a human-machine interface for a robot, and an entertainment interactive system on a vehicle. The consumer electronics market, which has relatively low barriers to entry while extremely competitive, is also recognized as the most convenient marketing assistant that can interact with consumers to strengthen its brand awareness. The supply chain of relevant components has its social responsibility to invest resources and support each other with tablet PC brands to continuously expand the market size. Therefore, this study explores the key elements of Tablet PC Brand Success from the perspective of suppliers and hopes to understand the key elements through the research. How to strengthen the business resilience of brand enterprises and the related material supply chain. Therefore, this paper mainly discusses the differences and comparisons between the competition strategies of past brands in the tablet PC market. As well as finding out the key elements of brand success at tablet PC brands from the perspective of suppliers according to the four steps of strategic planning: mission, goal, strategy, tactics; business model, quantitative research and case studies. To discuss relevant literature on product planning, production delivery, market operations, even analyze and study the key factors that affect the success of tablet PC brands with references to the business strategies of past winning brands. Expectations of product planning, product planning, production delivery and market operation are used to analyze the key elements of tablet PC brand success. After selecting 14 criteria for product planning、 production delivery and market operation, the DANP analysis method revised by DEMATEL and ANP is adopted, and 16 industry expert questionnaires are collected for discussion of the Key elements of the successful tablet brands. According to the research results, in the analysis results of the revised DANP and DEMATEL analysis methods, brand recognition and creating excellent products are the most influential key elements according to the results of research and the revised analytical results using the DANP and DEMATEL methods. The top five elements in these two analysis methods are brand recognition and creation of excellent products, innovative products, maintaining stable innovation and consistent investment. Both analysis methods show the importance of product planning and market management aspects in the key elements of a successful tablet PC brand, among which brand recognition and creating excellent products are the most critical elements of successful brand management. With the fiercer global competition and supply chain barriers, brand building is not only an issue for end consumer brands, but also the direction and goal that each component supply chain urgently needs to invest in. Electronic products are always full of changes and opportunities. Opportunities are reserved for companies that are ready and consistent in developing excellent products. May the next epoch-making excellent product rise and change your life and mine.