Marketing Strategy Of Original Innovation Technology Commercialization- Use J Company's Resonant Wireless Charging As A Case Study

• Main Authors: Ku, Shu-Hui, 古淑蕙
• Other Authors: Hsiao, Chung-Chiang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/75280192120257120203

碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 104 === This research is motivated by the needs from company J for a marketing strategy for its innovative products. The goal is to survey various marketing theories and then to select the most proper ones to form a tool set. We hope this tool set will be able to support other company’s needs when they face the issues of promoting their innovative products. In the theory survey chapter, we started with a detailed description of innovative product business to understand its formation and product commercialization needs. After several theories are studied, we identified STP, 3i, Lateral Marketing, USP, and Product Differentiation. To enhance our tool set, we will also utilize SWOT, 4P, and E-Commerce to form the best strategy. The case study to apply the above stated tool set is company J’s resonant wireless charging. This technology was initiated by a USA-based innovative technology company. The relationship between these two companies are to separate the job into two sections: technology innovation and product commercialization. However the things that trouble these two firms are product definition and customer acceptance as this technology has not shown in the market yet. This innovative wireless charging concept was created due to the lack of a convenient product to charge mobile devices at public areas such as hotels and bars. As worldwide smart phone has grown into a 1.3B annual market, more people are seeking more convenient ways to charge devices. The existing solutions are all cumbersome. A key bottleneck is due to their needing of close contact between charging devices and the ones to be charged. Company J’s under-table chargers are created to address this issue by offering a 4.6 cm separation. We applied our tool set to analyze and to set up the most proper product commercialization plan. It should reduce the headache of company J’s managers. This will also help to reduce the worries of its technology partner and its channel developer. We have develop an interview process to meet with these two firms and to obtain their responses from utilizing our tool set. In the conclusion session﹐We have a reviewed the pro and con of our study.