High-End Components of Product Positioning Strategy – A Case Study of A Corporation

• Main Authors: Feng-Yi Kuo, 郭鳳儀
• Other Authors: Chih-Ning Chu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/48888304817989591338

碩士 === 中原大學 === 企業管理研究所 === 101 === Over the years, Taiwan's manufacturing industry, especially electronics industry suffered from competitive in developing countries, although many technologically advanced manufacturers continue to develop new products or improve existing products to enhance the quality or cost of services for brands for orders, but in the end how high quality must be raised to the level? What’s the right way to enhance the quality of OEM products or components? Should choose which product or brand manufacturers as actively seeking foundry object? Those who wish to improve or maintain the OEM quality products or OEM components or functions are positioned, what strategy should be performed layout, etc. These problems are Taiwan's manufacturer as the main source of revenue of the company， maintain business survival and growth of the most important issues. This thesis makes the following conclusions through case study analysis method： (I) A Company using high quality parts bundling strategy to change relative prices and product positioning, coupled with the advantages of economies of scale, successfully got profit from the telecom bid. (II) Telecommunication providers use the relative-price marketing methods to influence consumers' purchase awareness. At a lower relative price, consumers will have a purchasing experience of well worth it value. (III) Telecom vendors constantly trying to come up with innovative service model. For example, by different service bundles except Telecom's own business, to provide consumers with one-stop shopping for value-added services to enhance the overall operating profit. (IV) Given the same quality base, users are willing to pay more for those monitors with more features. The direct factor to influence popularity of a monitor product is to find and confirm the real function that customer desires.