企業專屬資源、創新管理與產品功能對產品競爭力影響之研究—以全球手機產品為例

The Study of the Influence of Firm's Specific Resources;Innovative Management and Product Function on the Product Competitiveness - Analysis on the Global Products of Mobile Phones

林妙雀(Miao-Que Lin)

《中華管理學報》 4卷3期 (2003/11) Pp. 23-48

https://doi.org/10.30053/CHJM.200311.0002

摘要

對大多數的企業來說，如果市場能夠依據消費者的購買行為、產品的獲利能力等條件加以區隔，相信可以提高資源配置的效率及行銷策略的有效性。因此本研究納入消費者從事購買前的刪除和歸類行為現象，藉由消費者所認知的各個產品或品牌間的相似性，採用模糊集群方法中的Fuzzy C-Means演算法建立競爭性市場結構，並且計算消費者對於品類轉換的忠誠度，作為研擬行銷策略之參考。研究結果如下：1.將行動電話市場分成三個子市場品類，分別為「大眾型」、「迷你型」與「個性化」結構。2.藉由品類轉換矩陣，發現品類一的消費者在前次與目前的選擇中具有較高的忠誠度，但是當消費者在有機會換購行動電話時，皆有較高的比率傾向於購買品類三（個性化行動電話）。

關鍵字

專屬資源 ； 創新管理 ； 產品競爭力

並列摘要

With the dramatic changes in consumer behavior and rapidly advances intelecommunication technology,it is crucial that market managers requirecontinual modification of sale management practice and sale territory designs inorder to be competitive in the mobile phone business setting.The main purpose of this study were to exclude and include a variety ofproducts in the marketplace,build the structure of competitive market andunderstand the loyalty of mobile phone in different segmentation by the way ofFuzzy C-Means cluster analysis.The results of this study were twofold.First,it was clustered products intothree segmentations including popularity,mini and personality sets.Second,itwas found that the loyalty of consumers in the popularity set with the trend ofbrand transferring to the personality set.

並列關鍵字

Specific Resources ； Innovative Management ； Product Competitiveness