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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/29921

    Title: 小型記憶卡產業行銷策略之探討 : 以巨虹電子公司為例
    Other Titles: A study of marketing strategies of flash memory card industry : an example of Chip Hope Co., Ltd.
    Authors: 張立麒;Chang, Li-chi
    Contributors: 淡江大學全球華商經營管理數位學習碩士在職專班
    蔡信夫;Tsai, Hsin-fu
    Keywords: 消費性電子;小型記憶卡;商展;關鍵成功因素;行銷策略;Commercial electronics;Flash memory card;Trade fair;Key Success Factor;Marketing Strategies
    Date: 2009
    Issue Date: 2010-01-10 23:04:21 (UTC+8)
    Abstract: 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
    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
    Appears in Collections:[全球華商經營管理數位學習碩士在職專班] 學位論文

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