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    Title: 電腦品牌混合式通路分析-以戴爾為例
    Other Titles: An analysis of direct/indirect sales on pc industry - a case study of dell
    Authors: 譚新強;Tan, Hsin-chiang
    Contributors: 淡江大學國際商學碩士在職專班
    鮑世亨;Pao, Shih-hen
    Keywords: 桌上型電腦;筆記型電腦;競爭策略;五力分析;SWOT分析;DT;NB;Competitive Strategy;5 Forces;SWOT
    Date: 2008
    Issue Date: 2010-01-11 01:29:47 (UTC+8)
    Abstract: 電腦產業在1960、1970年代還是以大型主機、工作站為主架構;1981年IBM推出第一台個人電腦(PC,Personal Computer),電腦產業才正式邁入PC時代。不過,初期的個人電腦仍是屬於專業性產品,一直到1995年Microsoft推出革命性的作業平台Windows 95,採人性化的介面,降低消費者使用門檻,才使得市場接受度大幅增加。
    接下來的十餘年間,PC產業開始步入快速成長期,廠商出貨量大增,而早先已經在PC產業成功卡位的台灣廠商,順利搭上這班成長列車,並讓PC產業成為台灣電子業最重要的一環。隨後,正逢網際網路應用的興起,進一步帶動PC產業蓬勃成長,但此時市場競爭已經十分激烈,產品價格持續走低,最後帶來席捲整個產業的整併風潮,PC產業走入了成熟期,開始陷入成長停滯的尷尬局面,此時只有換機潮的循環需求可以期待。
    到了2006年底,Microsoft推出新一代的作業系統Vista,搭配Intel的64位元與雙核心架構,帶動了電腦零組件的替換需求,為電腦系統產業產業注入一股成長新動力。
    隨著時代的變遷,個人電腦也漸漸地走向小型化,於是乎筆記型電腦(NB,Notebook)將電腦產業代入另一個新紀元。
    因為新技術與新產品的交替更迭,刺激需求的成長外,影響全球PC產業發展軌跡與版圖消長的另一個重要關鍵,則是各大國際廠牌對其產品的銷售通路布局及產品的銷售策略。
    本研究將以文獻分析法作為依據,透過個案研究之方式與次級資料的蒐集來進行分析,並選擇Dell公司桌上型電腦與筆記型電腦作為研究對象。首先,運用麥可.波特(Michael E. Porter)的五力分析來了解電腦產業所面臨的環境變動、產業結構、市場概況及未來趨勢。其次,探討個案公司其目前在經營上的競爭策略與產品策略與新舊行銷通路模式,最後以SWOT分析評估個案公司之競爭優劣勢,並對其未來應發展之競爭策略及經營管理所需強化之方向提出建議。
    The main stream of Computer Industry in 1960/70 is workstation and large PC. IBM released the the first PC in 1981, and Computer Industry finally entered into PC Generation. Microsfot released Window 95 OS platform on 1995, which is the human-touch interface and interested to consumers.
    PC Industry grew up rapidily within the next ten years, and Taiwan manufacturers take the most important role in this industry. Internet application caused the market of PC Industry became more competitive. The price is lower and lower, and finally PC Industry becomes maturity.
    Microsoft launched the newest generation OS, Vista, which is designed with Interl 64-bit dual core structure, and had a new growing up force in PC Industry. PC becomes smaller gradually, and Notebook takes the PC Industry into a new generation.
    Because the new technology and products makes PC Industry grown-up, and the strategy of sales channel and product is very important for World-Class PC suppliers.
    This research is utilized literature review and gone through case study of Dell Desktop and Notebook. Firstly, we apply Mr. Porter’s 5 Forces Analysis to evaluate changes of environment on PC Industry, Industry structure, general market situation and its future trend. Secondly, we apply Industry/Product Cycle to analyze the industry and product position. Then, we apply SWOT analysis to evaluate individual company’s strength and weakness on their specific strategy. Finally, we provide suggestions to individual company in this research on how to strengthen the competitiveness on business and management.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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