| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 106 === Billions of smartphones are being produced, sold, and disposed of yearly and mobile phone manufacturers earns profits through this short-term product life circle. However, this involves many environmental problems and this is a burden for the environment and society. Therefore, sustainable development becomes a key to solve this issue. This is a future trend that consumers demand eco-friendly and less harmful products. For this reason, we would like to discuss the key marketing factors of smartphones under sustainable development from customers’ perspective.
This study based on the literature of sustainable development and 27 factors are selected which influence consumers buying smartphones. These factors are sorted to “economic” aspect, “environmental” aspect and “social” aspect according to the definition of sustainable development. We conducted a survey to investigate the consumers’ demand of buying mobile phones under sustainable development and compare the difference between Taiwan and China consumers. There are 291 and 287 valid samples from Taiwan and China respectively. The results indicate total 9 key marketing factors are identified in Taiwan and 10 factors in China by using Gray Relational Analysis(GRA).
The findings show that, “Quality”, “Price” and “Function and interface” are the key marketing factors from Taiwan consumers’ perspective for economic dimension. However, China consumers focus on “Quality”, “Innovation” and “Price”. For environmental dimension, “Durability” and “Energy saving” are the major concern for Taiwan consumers. On the other hand, China consumers care about Durability”, “Energy saving” and “Non-toxic raw materials”. In terms of social dimension, “Privacy “, “Product image”, “Health and safety consideration” and “Enterprise reputation” are the key marketing factors both in Taiwan and China. Finally, this study develops marketing strategies by the key marketing factors. The results of the study can help mobile phone manufacturers to produce products that meet the needs of consumers and adjust their marketing strategies.
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