| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === IPad was the most remarkable hot-selling product in 2010, and it led the trend of tablet PC in personal computer market. It is estimated that the sales volume of tablet PC will go beyond the number of 30 million, which means that tablet PC will be an important product. It is a important lesson for tablet PC makers to position their tablet PC properly and target the focused customers to stand out from competitors because of the enormous commercial potential in tablet PC market.
This research was conducted by two cases of tablet PC on the market, and then employed STP theory to segment and target the tablet market with the theory of product attributes. Meanwhile, this research used QFD to develop the potential market segmentation and new product attributes. After tht, this research estimates the new products’ possible costs and sales price, and then develops strategies by analyzing former products’ cost structure.
According to the analysis of this research, P1*, P2*, and Pn* are the three products that are respectively fit entertainment market, mobile market, and education market. P1* is too much similar to original products, and its price has no competitive advantages. P2* has more competitive advantages than original products. Tablet PC maker of P2* can employ market-penetration pricing strategy to obtain the market share or it can employ market-skimming pricing strategy to earn better profits. Pn* is the niche product which is for education market. The tablet PC makers can sale it by small profits to build the economies of scale, and then reach the goal of cost-down and larger profits.
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