| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === With the rapid development of technology, TV offers more diversified, more interactive value-added services. More and more manufacturers launched smart TV. Smart TV with a variety of features, such as networking, online video, voices control, etc. However, sales of Smart TV seem not so good. In this study, we use Focus Group Interviews and Analytic Network Process, to explore the reasons for the poor sales of smart TV. According to the results, proposing Smart TV promotion strategies and recommendations. The Study found that consumers are most concerned about is the price factor and function factor. This study suggests that manufacturers don’t set too high price, features not too complicated, because consumers care about is quality-price ratio. Acceptable price and good features consumers will truly use, is the most important criterion.
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