A Study on the Brand Strategic Positioning of the GPS－A Dynamic Comparison of the Customers’ Point of View

• Main Authors: Hui-Yuan Hsiao, 蕭惠元
• Other Authors: Pei-Chih Ho
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/84608595665871901146

碩士 === 育達商業技術學院 === 企業管理所 === 98 === The satellite navigation system in recent years is full of its application in daily life with the rapid development of widespread. Besides, the navigation system also became some people indispensable traveling auxiliary tool. Therefore there are more and more manufacturers having applied to the car navigation systems and mobile phones. Hence, the study of the strategic positioning GPS industry from customers’ dynamic point of view is worth for further in-depth research. In this study, all GPS customers were the population. It selected seven more familiar GPS brands in the market and used NewMDSX software to explore the brand strategic positioning and Orthosim2v.01 Software to analyze the dynamic model of the mutual congruence of the customers’ brand positioning among past, present, and future intentions. This study showed that GARMIN is the best of the customers’ perceived attributes, followed by Tom Tom, GlobalSat was the third. In the sort of overall impression of differences among attributes, GARMIN, GlobalSat, ASUS showed no difference and were consumer favorite. and MIO, Tom Tom, GONAV, Panasonic had great differences, which showed that they had to strive to close to the customer needs and satisfy customers. They needed to develop new strategies and attract more customers. In addition, the results in the past and present customers to GPS brands’ positioning were not congruence with the changes of customers’ habits and demands in the environment and time. And there were no congruence between now and the future intentions of customers’ brand positioning. The study speculated that the customers had changed their expectations of the future intensions.