台灣地區消費者行動電話換機行為之研究

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 學位論文 > Item 987654321/33386

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题名:	台灣地區消費者行動電話換機行為之研究
其它题名:	臺灣地區消費者行動電話換機行為之研究 The study of consumer switching behavior for mobile phone in Taiwan
作者:	莊慧玉;Chuang, Hui-yu
贡献者:	淡江大學企業管理學系碩士班李月華;Lee, Yueh-hua
日期:	2005
上传时间:	2010-01-11 04:01:31 (UTC+8)
摘要:	根據行政院主計處94年2月公佈資料顯示，93年台灣地區平均每人國民所得為14,032美元，台灣的消費市場也普遍受到世界各國的重視，其中行動電話市場正處於戰國時代，從市場上所銷售的超過三十種品牌到琳瑯滿目的商店與廣告，造成台灣行動電話市場的高度競爭，消費者的品味也愈來愈難以捉摸，此時市場全球化的態勢已然形成，消費者面對琳瑯滿目的國內、外產品如何進行購買決策評估。尤其是針對台灣地區消費者對於行動電話換機決策行為到底如何受到該產品特性與品牌看法之影響？在台灣地區行動電話的市場競爭者中，主要包括台灣本土品牌BenQ、DBTEL 、OKWAP等、歐美的品牌Nokia、Motorola、Sony-Ericsson等以及與台灣地源相近的日韓品牌Panasonic、Samsung、Innostream等超過三十種以上品牌及二百種以上款式，因競爭劇烈與消費者態度多變之緣故，其行銷焦點除了產品本身之相關屬性外，例如產品的價格、外型、基本功能、附屬功能與其他等，同時也更為強調除了產品本身以外的非產品相關屬性，例如該產品品牌的知名度、生產來源國形象、是否為最新一代產品、贈品或其他優惠、搭配電信門號後之優惠方案、產品代言人與廣告形象、以及其他影響因素等。本研究旨在探討台灣地區行動電話的市場狀況與消費者換機行為，針對台灣地區行動電話消費者進行問卷分析，並特別將D公司之品牌導出，探究該品牌在消費者心中的形象，故將可為D品牌提供一個潛在消費者的分析與努力方向的參考。最後，本研究除結論外，亦提出對行動電話業者管理實務上之建議與未來發展方向。 According to publicized information of Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C. in February 2005, the Taiwan per Capita GNP for year 2004 is 14,032 USD. With such level of per Capital GNP, Taiwan has become a very important consumer market in the world. Amongst most of the consumers’ goods, mobile phone is one of the most competitive goods in the Taiwan market, with over 30 brands in the market. On the street, you can see a lot of mobile phone shops and all kinds of advertisements on particular mobile phone brand or model, which has caused severe competition in Taiwan mobile phone market. As a result, consumers’ tastes are also increasingly unpredictable. With market globalization, consumers face domestic and international products are constantly evaluating their purchasing decisions. One of the most important factor which affect consumers in deciding to replace existing mobile phone is how they view the product features and brand of a particular handset. The most well-known brands amongst Taiwan mobile phone market includes domestic brands like BENQ, DBTEL and OKWAP, U.S. and European brands like Nokia, Motorola and Sony-Ericsson, and Japanese and Korean brands like Panasonic, Samsung and Innostream. There are over 30 brands with more than 200 models in the market. Due to severe competition and constant changing of consumer tastes, the marketing strategy not only evolves around product related features like price, look, basic functions, and additional functions, but also non-product related features like brand awareness, image of product origin countries, whether the product is the newest model, free gift attached, benefits that can be attained with bundling, image of product spokesperson and advertisement, and other factors. This research paper aims at investigating current Taiwan mobile phone market condition and consumer behavior on replacing handsets. Apart from analyzing the result of a questionnaire to mobile phone consumers, focus is also placed on finding out the brand image of D company in the market. The finding result can be used as a consumer behavior analysis to D company, and can thus assist D company in strategy planning. This research paper not only focuses on the result of the finding, but also provides mobile phone companies practical managerial suggestions and future development directions.
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