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4G 时代智慧型手机产业竞争策略 – 以 SAMSUNG 及 SONY 为例

【中文摘要】:2014年是我国4G开台元年,智慧型手机厂商纷纷利用4G高速行动寛频,开发更高阶旗舰机型来满足消费者需求。其次在2014年全球最大消费电子展(CES)中穿戴式装置成为最热门的商品,各式各样的穿戴式装置透过连结智慧机手机APP应用软体或云端服务,成为手机使用者运动、健康照顾的好帮手。而近年来大陆智慧型手机厂商的崛起,纷纷推出低价高规的智慧型手机抢市,当智慧型手机普及成为生活必需品时,该产业却已杀成一片红海。
本研究目的在探讨4G时代下智慧型手机厂商如何去重新产业定位、调整竞争策略及运用暨有资源及核心能耐去创造竞

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争优势以确保持续获利。为方便研究,个案研究对象以手机全球市佔率第一的韩国SAMSUNG及欲急起直追的日本消费电子大厂SONY为主,因这两家都有因应产业变化推出连结智慧型手机的穿戴式装置作为产品创新策略。在透过分析SAMSUNG及SONY企业的策略定位、竞争优势,期望发现有利台湾相关产业可以参考的竞争策略。
利用次级

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资料研究法,进行SAMSUNG及SONY个案分析,结论如下:
一、但当智慧型手机开始步入成熟期,公司在产业定位及竞争策略调整的就得改变,如整合上下游产业供应链或外包以降低成本。
二、积极发展品牌形象、共同行销及加强客户服务,实施差异化策略,增加产品利润空间,创造持续竞争优势。
三、发掘自我核心价值,整合产品创新,如开发结合智慧型手机的穿戴式装置,提升品牌价值,扩大市佔率。
四、如针对不同市场,提出不同竞争策略,如运用创新科技争取高阶使用者,以确保有足够的利润及竞争优势。
【英文摘要】:The year 2014 marks the beginning of Taiwan’s fourth generation (4G) of the mobile telecommunication technology. Smartphone giants take the advantages of the high speed of 4G to develop high-end smartphones to meet with consumers’ needs. Besides, wearable technology was set to be the biggest trend at Consumer Electronics Show (CES) 2014. Through connection to APP and Cloud Services, a wide variety of wearable device has become a great assistant to cellphone users while exercising or keeping an eye on their healthcare. The smartphone market has seen many high quality phones with low price starting to gain the market share due to the rise of manufacturers in China in recent years. While the smartphones are considering necessities in our daily lives, the smartphone market is undergoing its ever fierce competition.
The thesis examines how the smartphone suppliers re-position and adjust their competitive strategies as well as utilize their existing resources and core competence to create competitive advantages with a view to remaining profitable. The research subjects are focused on SAMSUNG and SONY ─ the former takes the lead of the market share and the latter hopes to chase after. Both giants have developed wearable devices linking up with smartphones as their strategy of product innovation. Through analyzing strategy position and competitive advantages, the study aims at finding out competitive strategies which are beneficial for relevant industries in Taiwan.
Secondary Research is used to analyze the cases of SAMSUNG and SONY , and the results are as following:
1. As the smartphone industry starts to enter its maturity stage, enterprises need to change their industry position and competitive strategies such as integrating the supply chain or outsourcing to cut down costs.
2. Enterprises need to progressively develop brand , joint marketing strategies and emphasize on customer services as well as carry out differentiation strategies to increase profit margin and create competitive advantages.
3. Core values need to be discovered and to be integrated with product innovation such as developing wearable devices combined with smartphones to increase brand value and market share.
4. Each market needs to have its own competitive strategies such as using innovative technology to win high – end users

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in order to have enough profits and competitive advantages.
【参考文献】:

  • 中文部分
  • 方至民(2010),策略管理,台北,前程文化事业有限公司
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  • 网站部分:
  • IDC http://www.idc.com
  • 天下杂誌 http://www.cw.com.tw
  • 手机王 http://www.sogi.com.tw
  • 台湾SONY官网http://www.sony.com.tw/
  • 台湾三星官网http://www.samsung.com/tw/
  • 科技产业资讯室 http://iknow.stpi.narl.org.tw/
  • 电信技术中心 http://www.ttc.org.tw
  • 远见杂誌 http://www.gvm.com.tw
  • 数位时代 http://www.bnext.com.tw
  • 来源:中山大学;作者:李飞云
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