| Summary: | 碩士 === 育達商業技術學院 === 企業管理所 === 97 === With 3C products and Internet communications technology rapid development, people use mobile phones to change the requirements of novelty. At the same time, enterprises face the increasingly fierce competitive environment in recent years and so need to have a clear positioning strategy. Therefore, this study will be referred Hill and Jones (2001) to a competitive advantage - value, innovation, quality, customer response, to explore the mobile phone brand awareness in the consumer industry position.
In this study, all mobile phone users and potential consumers will be the research sample. There are the seven well-known mobile phone brands selected according to the consumers’ familiarity in the market. Through the convenience sampling method the consumers are adopted to collect data. A total of 144 questionnaires were issued, and 127 valid questionnaires were received. Orthosim 2 v.01 was used to analyze the comparison of two figures in order to establish the dynamic model in the study. NewMDSX software was used for the survey analysis of preferences <MDPREF> and ideal point analysis <PREFMAP> to explore the strategy of the brand positioning and consumer preferences.
Dynamic model found the past and current customers in the mobile phone brands’ positioning strategy is consistent under α = 0.001 statistical significant level. However the current and future customers in the mobile phone brands’ strategy is not consistent under α = 0.001 statistical significant level and is consistent under α = 0.05 statistical significant level. Although the environment and time changed, the customer's habits and needs to buy the mobile phone brands have not changed. iP at this stage needs to strengthen the market positioning. It maybe because iP is a new brand and not so clear positioning in the market. It seems that Samsung needs to strengthen its strategic positioning in the past market and Sony Ericsson needs to strengthen its strategic positioning in the future market.
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