| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 100 === It is well recognized that today’s life cycle of high-tech products is short and the speed of IT (information and technology) development is fast, which brings a difficulty to enterprises in effectively marketing their products within a constrained life time. The current trend of tablet PC faces marketing and promotion challenges, thus, this study will focus primarily on different customer market places as well as different options of marketing tools. This study also begins with analyzing different customer perceived risks during their purchasing processes of tablet PC. Furthermore, the appropriate marketing communication approach is derived from perceived risks.
This research is conducted via literature review method in which the customer is divided into five categories: innovator, early adopters, early majority, late majority, and laggards. Consumers’ perceived risks are categorized into seven types, including financial perceived risk, performance perceived risk, social perceived risk, psychological perceived risk, time perceived risk, and source perceived risk. In addition, six marketing communication tools are defined as advertisement, promotion, public relations, personnel sales, direct marketing, and word of mouth promotions. Finally, the multiple regression analysis method was applied to understand what types of perceived risk will be produced by different consumers, and what corresponding marketing communication tools should be adapted.
The results reveal that advertisement, promotions, public relations, direct marketing, and word of mouth promotion have a positive correlation with perceived risks, and the “promotion” and “word of mouth promotion” have the strongest. “Personnel sales” only has significant positive correlation with social perceived risk, psychological perceived risk, and physical perceived risk. It can be argued that “personnel sales” is the least effective marketing communication tool for consumers’ perceived risks.
The physical safety concerns of tablet PC can be disseminating by taking advantages of advertisement during the marketing process or using public relations approach to strengthen tablet PCs price, style, and taste toward innovators. Direct marketing and personnel sales for tablet PC price marketing have the strongest effectiveness to early adopters. With regards to the late majority and laggards, it is suggested that “direct personnel sales” is the most effective approach to interact the table PC price with consumers.
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