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    Title: 智慧型手機台灣市場產品組合分析 : 以H牌為例
    Other Titles: Smart phone portfolio management in the Taiwan market : a case study of H company
    Authors: 王億婷;Wang, Yi-Ting
    Contributors: 淡江大學管理科學學系碩士班
    曹銳勤;Tsaur, Ruey-Chyn
    Keywords: 產品組合;敏感性分析;智慧型手機;portfolio;Smartphone;Sensitivity analysis
    Date: 2013
    Issue Date: 2014-01-23 13:59:40 (UTC+8)
    Abstract: 智慧型手機技術發展的不斷創新與改善,創造智慧型手機的擴散需求。品牌廠商為了增加市場佔有率,也在各銷售通路中提供多樣化的產品組合,以提高廠商銷售利潤。然而在報酬最大的目標之下及資源受限的情況下,企業必須思考在既定的產品群集下,如何分配各通路的產品銷售組合。針對此議題,本研究建構一個以銷售毛利最大化為目標之產品組合模型;其次,透過設定各產品在各通路的廣告單位投入成本及手機的廣告總費用限制;最後,考量各通路交易成本以求解各通路之產品組合,以提供企業做銷售策略制定時的參考。本研究利用所提出之產品組合分析模式,針對國內智慧型手機H品牌的產品組合進行分析,並求解不同通路的產品組合配置策略。此外,透過敏感性分析探討個別變數的變動,對於銷售毛利之影響,發現當廣告成本上限發生變動時,智慧型手機的在各通路的產品組合會發生大幅度的變動;而各廣告費用的變動,則會根據各產品著重的廣告方式不同以及廣告費用的限制,影響到產品組合的配置以及銷售毛利的改變。
    The innovation in the operation system and improvement to the hadware make a quick diffusion to the demand of smartphones because most of customers are asipred to replace their cellphones. In order to increase the market share and profit, some famous smartphone manufactures are support some kind of smartphones with different degree fuctions between software and hardware for different customers. However, under the constrained resources and the objective with maximum profit, the manufactures should consider make a best portfolio smartphones for their channels. In order to cope with such problem, in this study, we propose a portfolio model with the objective of gross sales, constrained advertising cost per unit and constrianed promotion cost for the portfolio smartphones. Moreover, we use and test the H smartphone manufacture in Taiwan for illustration. Using the proposed model, H manufacture can easily find his portfolio smartphones in the channels. Some parameters are test for sensitivity analysis to our proposed model.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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