小型記憶卡產業行銷策略之探討 －以巨虹電子公司為例

A Study of Marketing Strategies of Flash Memory Card Industry–An Example of Chip Hope Co., Ltd.

張立麒(Li-Chi Chang)

指導教授 ： 蔡信夫

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00082

摘要

小型記憶卡商機大，市場亦競爭激烈，不同的記憶卡規格相繼推
出，並以搶占最大的市場占有率為目標。因各種記憶卡規格的生產權
利金與快閃記憶體生產量嚴重供過於求等因素，使生產原料之供應商
直接生產記憶卡成品銷售，造成原本上下游的供應鏈關係徹底改變，
原本各小型記憶卡供應商各自掌握之關鍵核心技術，如生產專利技術
與採購議價能力等，如今不再是絕對的競爭優勢。
因此，在花費成本甚高且同時存在眾多同質性廠商的國際性電子
商展中，展現產品差異化與生產技術等核心競爭力來吸引新的潛在客
戶，使投資效益最大化成為參加商展的首要課題。本研究利用產業分
析與競爭策略形成，並以個案公司－巨虹電子公司為例，歸納出小型
記憶卡廠商參加國際性商展之關鍵成功因素，提供相關產業擬定參展
競爭策略之參考。
根據次級資料的分析與個案公司訪談的結果歸納，個案公司所擬訂的
參展競爭策略如下：
(一)樹立專業代工形象
(二)客製化能力
(三)產品差異化能力
(四)大量生產與高良率能力
(五)價格差異
(六)展現良好上游關係

關鍵字

消費性電子 ； 小型記憶卡 ； 商展 ； 關鍵成功因素 ； 行銷策略

並列摘要

The business opportunity of the flash memory card is large in
recent years, and the market competes fiercely. In the meantime,
different specifications are put out for seizing the largest
market share as the goal. As a result of the production royalty
and the factors such as the serious excess of supply over demand
of NAND flash, the supplier of the raw materials produce and
sell the finished product to separate the risk. It causes the
supply chain relation completely changed. Originally, each
memory card supplier owns their core technology for competing
in the market, such as patented technology and price
negotiating ability. It is nowadays no longer the absolute
advantage in the market.
Therefore, to demonstrate the core advantages such as product
difference and production technology for appealing potential
customer among competitors who sells the same product in the
high-cost international consumer electronics trade fairs, and
to maximize the benefit in their investment becomes the main
concern. This research utilizes analysis model and the forming
process of strategy, and takes case company – Chip Hope Co.,
Ltd. as an example, sum up the key success factor in the

international trade fair. The result of this study offers the
reference to relevant industries.
According to the analysis of the secondary materials and result
of interview to the case company, the competitive strategy in
the exhibition which the case company works out is as follows:
(1) Establish the image of professional OEM manufacturer.
(2) The ability of product customization
(3) The ability of product difference
(4) Mass production with high yield rate
(5) Price difference for competition
(6) Good relationship with key material suppliers

並列關鍵字

Commercial electronics ； Flash memory card ； Trade fair ； Key success factor ； Marketing strategies

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