The Research of Using Scenario Analysis and STP Strategy to Research New Products Entering The Market-Take CNT-FED for Example

• Main Authors: Fu-Chi Chuang, 莊馥綺
• Other Authors: Chang-Yung Liu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/68821424432003142354

碩士 === 國立中山大學 === 企業管理學系研究所 === 91 === The tendency of using flat panel display (FPD) to be the final receiver of digital information is going to take shape because of the digitization. Besides the traditional cathode ray tube (CRT) display , there are several display products in the FPD market, such as liquid crystal display (LCD) , Plasma Display Panels (PDP), organic light-emitter diode (OLED) and so on. Nowadays, because of the innovation of nanotechnnology, which drove the development of carbon nanotubes field effective display (CNT-FED). This new products driven by technology will confront two questions as follows : (1) The can’t understand the real scale of market. (2) They can’t forecast the time they need to spend to realize the market chance. Therefore , how to modify the new-products-entering model is an worthy problem to research . The research was done by using the ways of interviewing experts and secondary data collection. Then, we used scenario analysis to build the most possible scenario that CNT-FED may encounter in the future. Under the scenario, we used the approachs of STP strategy to develop th model that CNT-FED enters the market in the future.From the conclusion of this research, we know that CNT-FED should choose the market segment of big panel at the first time entering the market, and it will complete with PDP. Because the performance of CNT-FED is much better than PDP , we need to let the customers realizing and identifying this difference. Therefore, we can reduce the weakness of CNT-FED because of its high price , and , then, we can build the niche market of CNT-FED.