| Summary: | 碩士 === 育達商業技術學院 === 企業管理所 === 92 === Since1997s, Taiwan Cellular Phone Industry had been opened by government, the market of Cellular Phone Industry is continuously competitive. Producers promote advanced products continuously. Only through Continuous innovation , using new
technology , new knowledge , new business ideas ,and newer ,more useful service
content can keep the competitive advantage in the market.
The research tend to analyzing product innovation in the Cellular PhoneIndustry and the relationship with customer satisfaction to providing producers to improve their sales, market profit , and market sharing.
The research concludes two part to examines how importance of productsinnovation in Cellular Phone between producers and customer to distinguish the difference. Through Factor Analyze to gain the aspects of product innovation. And through ANOVA Analyze and Regression analyze to know the affect of Product
Innovation to Marketing Performance and Customer Satisfaction.
The findings of this studying are,At the portion of producer,manybrands customer satisfaction to be satisfied or uncertainly, there is significant difference between Product Innovation and Customer Satisfaction . And there is significant difference between brands and Customer Satisfaction .On Marketing Performance, four kinds of Product Innovation will improve sales, profit , and market sharing. there is significant difference between Product Innovation and
sales ,market sharing, and profit. At the part of customer, many brands customer satisfaction to be satisfied or unknown. There is significant difference between brands and Customer Satisfaction . And there is significant difference between
Product Innovation and Customer Satisfaction .
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