筆記型電腦市場地位與競爭策略之研究

A Study on the Market Positioning and Competitive Strategies for Notebook Computers

蔡錦裕(Chin-Yu Tsai)

《中華管理學報》 6卷1期 (2005/03) Pp. 17-35

https://doi.org/10.30053/CHJM.200503.0002

摘要

近年來，筆記型電腦產業產量暴增，各家生產廠商無不積極度擴充產能。筆記型電腦因具有能隨時隨地處理與運用資訊的特性，因此漸為消費者所接受，甚至有取代桌上型電腦的趨勢，市場極具有發展潛力，但相關的競爭分析行銷研究並不多見。因此，本研究將針對筆記型電腦進行市場地位及廠商可運用的競爭策略加以分析。
本研究以臺北世界貿易中心國除電腦展參觀者為研究封象，挑選市場上較知名的八個品牌及消費者重視的八個產品屬性來設計問卷。採面訪方蒐集資料，以SPSS、Excel等套裝軟體為工具，利用敘述統計、多元尺度分析及集群分析等手法來探討市場地位及競爭優勢問題，並獲致以下的結論。
市場定位方面，本研究將八個品牌分為四群：市場領導者－華碩，市場挑戰者－IBM，市場追隨者－宏基，及市場利基者－HP、神達、大眾、東芝、倫飛，並分析四群可探的競爭策略。運用屬性準則評估及廠商勣效表現結果，提供廠商最適運用資源，及四種可探行的戰術方法：訴求、改善、改變及放棄。

關鍵字

筆記型電腦 ； 市場定位 ； 競爭策略

並列摘要

In recent years, many entrances enter to notebooks market because of a continuously glowing market and expand their capacity to produce notebooks. With the characteristic of processing and using information at any time and any place, notebook computers are getting acceptable by consumers and even tend to take the place of desktop computers. They possess the developing potentiality in the market but the relevant marketing researches about competition analyses are seldom found. This thesis aims to analyze the market positioning and competitive strategies of notebook computers.
This study takes those who attend the international computers exhibition at Taipei World Trade Center as its research objects. It chooses eight brands that are well-known in the market and eight attributes that consumers think importantly about the notebook computers to design questionnaire. By doing personal interviews to gather information, by taking the SPSS, Excel packages as its tools and by using descriptive statistics, multidimensional scaling and cluster analysis to explore the market positioning and the competitive advantage, the following results are achieved.
In market positioning, this research divides the eight brands into four groups: market leader-Asus, market challenger-IBM, market follower-Acer and market nicher-HP、MiTAC、FIN、Tosiba、TWINHEAD, then offers competitive strategies for each groups. Another, this paper uses attributes criteria evaluation and each firm's performances of these criteria to make firm's resources useful. Finally, it draws up four methods: appeal, improve, change and give up about four tactic directions for each firm.

並列關鍵字

notebook computers ； market positioning ； competitive strategy