A Study on Brand Strategy, Click-and-Mortar, Brand Community and Brand performance.-An Empiricial Investigaton of the Smartphones

• Main Authors: Zi-Xiang Lin, 林子翔
• Other Authors: Tung-Lai Hu
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/2qchjm

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 103 === In 2007, the C.E.O. of Apple Inc., Steve Jobs launched a product-iPhone. iPhone redefines the meaning of phone and changes consumers’ behavior of using phones. In addition, Apple Inc. brings us to a new era of “smartphone”and it becomes the most valuable brand among smartphones. Within 5 years, there are a great amount of companies also launch smartphones. hTC developed the first Android phone and it became the most valuable brand and was ranked NO.1 among the smartphone industries in Taiwan. Samsung gained the most market share because of its marketing strategy and marketing resources. Xiaomi, a Chinese brand, becomes the one of top three smartphone companies and one of the biggest electronics companies. The features in Xiaomi are high quality with a reasonable price, virtual channel only, and immense community. Still less, according to IDC and Goldman Sachs, total value of internet of things (IOT) will exceed NT$200,000 billion. Thus, smartphone will be the most crucial media to connect all sources to internet. IOT is a good news to Taiwanese smartphones’ brand, it’s a great chance for them to get market share and profit. This study observed these phenomena as a research background. From our collected questionnaire in Taipei, we integrate the past academic text and related research. Thus, we further research developing brand strategy, click-mortar, brand community and brand performance of the theoretical framework.