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一、中文部分
中天新聞，2005，台灣手機市佔率排行榜，http://www.ctitv.com.tw/new/index/index.html。
手機王，2006，OKWAP 鞏固國產龍頭 第二季推首款3G手機，http://www.sogi.com.tw/park/content.asp?a_id=1123。
手機報，2007，華碩擠下英華達 成本土手機1哥，http://www.phonedaily.com/talk/?prod_id=2425&tid=3171066&Page=160。
王智立、施翠娟，2004，“知覺品質、品牌聯想對顧客基礎品牌權益之影響—以新聞網站為例”，傳播管理學刊，第5卷，pp.4-18。
尼爾森，2006，尼爾森媒體新知，www.stba.org.tw/download/Nielsenreport7&8.pdf
全球台商E焦點，，2007，低價行動電話背後的行銷策略，http://twbusiness.nat.gov.tw/。
全球產業研究中心，2001，行動電話專論，台北：拓墣科技。
全球華文行銷知識庫，2007，從OKWAP英語霸手機行銷索引 英華達用分眾打天下的策略，http://marketing.chinatimes.com/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=OutstandingAd&offset=24&MMContentNoID=37257。
周文賢，2002，多變量統計分析：SAS/STAT使用方法，台北：智勝文化。
明基，2005年明基財務報表， 2005http://www.benq.com.tw/about/investor/reports/annals2004/05.pdf。
明基，2007，BENQ促銷活動，http://www.benq.com.tw。
林道燊，2003， 行動電話通路發展概況，台灣工銀金融電子週報，http://www.ibt.com.tw/money/920902.pdf。
邱皓政，2003，結構方程模式：LISREL的理論技術與應用，台北：雙葉書廊。
洪順慶，2006，母因子貴價值更高，管理雜誌 ，第380期，pp.50-52。
英華達，2007，OKWAP產品說明，http:/www.okwap.com/。
徐志明，2005，2004年第四季台灣行動上網觀測報告，資策會電子商務研究所，http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=109。
陳振燧，2000，“產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究”，輔仁大學管理評論，第19卷，pp.35-56。
曾順成，2002，“三代行動通信市場策略之研究”，國立中山大學資訊管理學系研究所碩士論文。
華碩，2007，手機產品種類說明，http://taiwan.asus.com.tw/。
黃永猛，2004，顛覆第一品牌創造加值服務加速市場洗牌，工商時報。
黃芳銘，2003，結構方程模式理論與應用，台北：五南書局。
黃金瑞，2000，行動電話工業，產業經濟，229期，pp.43-53。
榮泰生，1999，行銷研究，台北：五南。
蘇怡如，2004，工研院經資中心ITIS，我國行動通訊市場發展現況，http://www.itri.org.tw/chi/services/ieknews/e0801-B10-03517-ADD5-0.doc。
蘇建元，2002，我國無線通訊產業回顧與展望，通訊雜誌，第97期，PP.20-26。
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