Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 89 === ABSTRACT
Every industry have different resources and capabilities, thereby each used a different method in marketing strategies. And also its own characteristics could also affect market planning. Therefore, my study use two dimensions:business analysis and industry characteristics analysis and to discuss its relationship among the marketing strategies of the cellular phone distributor.
The objectives of my research are as follows:
1. To explore the industry "unique" characteristics of cellular
phone distributor.
2. To discuss the relationship between the industry
characteristic and the marketing strategies of cellular
phone distributor.
3. To discuss the resources, capabilities and marketing
strategies among the cellular phone distributor.
4. To discuss and compare the present resources, capabilities
and characteristic of cellular phone distributor and what
marketing strategies were planned.
The final conclusion and suggestion of this research was made up through reference discussion, research design, individual case analysis and the proposition development and also it were the bases for future studies. The scope of the research includes the industry characteristics, resources, and capabilities and marketing behavior of cellular phone distributor. Research main target includes distributor (agent) of cellphone and phone line businesses.
My research concludes that:
1. There is a high relationship between product differentiation
and its value-added price in cellular phone business.
2. Downsizing of cellular phone distributor business will
create a trend for chain store in cellular phone industry in
future.
3. Business relationship and distributorship approval is entry
barrier in this industry.
4. Product distributorship is the most important intangible
assets in this industry.
5. Operation technological skill is very important in this
industry.
6. This industry in terms of executing marketing strategy plan
is well capable.
Suggestions for cellular phone distributor:
1. Industry has reached its peak.
2. Strengthen inventory management.
3. Low cost and highly efficient management system.
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