在全球金融風暴的推波助瀾以及消費者縮減預算縮減的前提下,平價迷你筆記型電腦進而成為消費者的新寵兒,吸引眾多筆記型電腦廠商紛紛投入這個新興市場中。在競爭激烈與資源有限的環境下,剛新入平價迷你筆記型電腦市場的廠商一定得找出自己的關鍵成功因素,將資源用在最適當的地方,並且根據自己的關鍵成功因素發展出策略等,來和其他業者競爭。相對的,在平價迷你筆記型電腦市場中已佔有一息之地的業者,面對眾多競爭者的加入,勢必也要檢視自己的關鍵成功因素,進而來維持自己的持續的競爭優勢。 本研究以平價迷你筆記型電腦為研究對象,平價迷你筆記型電腦被定義為10吋以下的筆記型電腦,來探討其關鍵成功因素,做為實務經營上的重要參考。根據關鍵成功因素的文獻探討,以及訪談了5位業界主管,進行關鍵成功因素之修正,篩選出15項平價迷你筆記型電腦之關鍵成功因素,並根據Shah and Siddiqui (2006)的研究以及業界主管的意見,歸納為3大構面。策略構面:包含高層的支持、擴張現有市場、策略形成、策略能有效執行、開發新產品與服務等5個。顧客構面:包含使用上比競爭者容易、購買上比競爭者方便、了解顧客消費行為、價錢比競爭者便宜、產品品質等5個。技術構面:包含客製化能力、技術整合、公司設計能力、安全性、環保性等5個。 訪問22位業界主管,訪談後針對回收資料,扣除不通過一致性指標的7份無效問卷,進行層級分析法分析。各構面相對重要性的排序為:「策略」、「顧客」、「技術」。經層級整合後,平價迷你筆記型電腦的關鍵成功因素重要性依序為:「價錢比競爭者便宜」、「高層的支持」、「開發新產品與服務」、「技術整合」、「了解顧客消費行為」、「產品品質」、「公司設計能力」、「策略能有效執行」、「策略形成」、「安全性」、「擴張現有市場」、「使用上比競爭者容易」、「客製化能力」、「環保性」以及「購買上比競爭者方便」。
The purpose of this research is to determine the key success factors for netbook industry. We define the netbook is the notebook under 10 inches. Firstly, we review the literatures about the key success factors to collect the key success factors. Secondly, we interview 5 senior executives to retain 15 key success factors for netbook industry. The 15 key success factors are top management support, expanding existing markets, strategy formulation, strategy controlling and following up, new product and service, more convenient than competitors, easier to purchase than competitors, understanding customer purchase behavior, cheaper than alternatives, quality, customization capabilities, integration, designing capabilities, safety and environment. According to Shah and Siddiqui (2006) and interviewing the executives, we take these 15 key success factors into 3 perspectives, namely strategy, customer, technology, to construct the hierarchy. Subsequently, on the basis of 15 decision makers’ opinions, we apply analytic hierarchy process (AHP) to obtain the relative weights of these key success factors. The rank of perspectives’ weights is strategy, customer and technology. After hierarchical aggregating, the rank of 15 key success factors’ weights is cheaper than alternatives, top management support, new product and service, integration, understanding customer purchase behavior, quality, designing capabilities, strategy controlling and following up, strategy formulation, safety, expanding existing markets, more convenient than competitors, customization capabilities, environment and easier to purchase than competitors. The decision makers can formulate strategy, allocate the resources and make decisions based on the result.
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