解開平板電腦行銷困境：從技術推動到市場拉動策略__臺灣人文及社會科學引文索引資料庫

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題名：	解開平板電腦行銷困境：從技術推動到市場拉動策略
書刊名：	行銷評論
作者：	鄭玉龍
作者(外文)：	Cheng, Yu-lung
出版日期：	2008
卷期：	5:2
頁次：	頁221-248
主題關鍵詞：	高科技產品；行銷；創新；平板電腦；Hi-tech product；Marketing；Innovation；Tablet PC
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:64

高科技產品行銷主要議題在於平衡需求者（顧客）觀點及供應者（管理者）之觀點。本研究主要目的爲建立一個高科技產品行銷之多種觀點之架構，此架構包含了(1)高科技產品特性之創新觀點：包含創新之準則及影響創新擴散的之原則；(2)完整產品觀點：了解技術採用者之類型及在技術市場及大眾市場之間之技術鴻溝，及如何利用完整商品策略跨越此採用鴻溝；(3)技術需求觀點：同時考量技術成熟度及需求成熟度來探討顧客願意支付之技術價值，了解顧客爲何不願支付部份技術所產生之價值；(4)從進入市場廠商規模出發之供應規模觀點，建立供應規模與市場起飛的關聯及準則，了解廠商加入市場的競爭對產品銷售起飛的影響之關鍵因素。這樣的架構提供高科技產品行銷的完整性，讓高科技產品行銷之管理者藉此了解高科技行銷的不同觀點，整合出較適的行銷策略。本研究將依此架構來探討高科技產品平板電腦(Tablet PC)行銷失靈之關鍵，並依此架構建議平板電腦下一階段的行銷策略。最後，討論此架構在高科技產品行銷策略及管理上的意涵與價值。

以文找文

The one major issue of hi-tech product marketing is to understand supply side (product focus) and demand side (customer focus) simultaneously. And another issue is to distinguish the differences between hi-tech product and common product. The purpose of the paper is to propose the integrated framework of hi-tech product marketing. The framework integrated several perspectives, and it contains (1) innovation perspective: is to define the characteristics of innovation of the hi-tech product and how to diffuse the innovative product; (2) the whole product perspective: the technology adopter classification and their acceptance attitude on new technology; and show how to utilize the whole product strategy to cross the technology chasm; (3) technology demand perspective: is to consider demand and supply life cycle simultaneously; (4) supply scare perspective: to illustrate the relationship between firm take-off (supply) and sale take-off (demand). The framework proposed a new and integrated viewpoint of hi-tech product marketing and will help marketing people in the hi-tech industry to propose a successful marketing strategy. Finally, a marketing failure case study Microsoft Tablet PC will be demonstrated and illustrated following by the proposed framework.

以文找文

期刊論文
1.	Shapiro, N.(1986)。Innovation, New Industries and New Firms。Eastern Economics Journal，12(1)，27-43。
2.	老買(200308)。降價是一種宿命，平板電腦操前擠後壓，迅速壓價擴市場出路。中國計算機用戶，28。延伸查詢
3.	蕭澎采(200407)。平板電腦桔子紅了。中國計算機用戶，23。延伸查詢
4.	劉春(200310)。平板電腦：雷聲大雨點小。IT Time Weekly，26-27。延伸查詢
5.	林理光(200401)。Tablet PC何以敗走麥城。IT Time Weekly，22-23。延伸查詢
6.	Adner, R.、Levinthal, D.(200105)。Demand heterogeneity and Technology Revolution: Implications for Product and Process Innovation。Management Science，47，611-628。
7.	Adner, R.(2002)。When are Technologies Disruptive: A Demand-Based View of the Emergence of Competition。Strategic Management Journal，23(8)，667-688。
8.	Adner, R.(2004)。A Demand-Based Perspective on Technology Life Cycles, Business Strategy over the Industry Life Cycle。Advances in Strategic Management，21。
9.	Adner, R.、Zemsky, P.(2006)。A Demand-Based Perspective on Sustainable Competitive Advantage。Strategic Management Journal，27(3)，215-239。
10.	Agarwal, R.、Bayus, B. L.(2002)。The Market Evolution and Sales Takeoff of Production Innovation。Management Science，48(8)，1024-1041。
11.	Baskerville, R.、Pries-Heje, J.(2001)。A Multiple-theory Analysis of a Diffusion of Information Technology Case。Information System Journal，11(3)，181-212。
12.	Bass, F.(1980)。The Relationship between Diffusion Rates, Experience Curves, and Demand Elasticities for Consumer Durable Technological Innovations。Journal of Business，53(2)，51-67。
13.	Bridges, E.、Coughlan, A. T.、Kalish, S.(1991)。New Technology Adoption in an Innovative Marketplace: Micro- and Macro-Level Decision Making Models。International Journal of Forecasting，7(3)，257-270。
14.	Bright, J. R.(1969)。Some Management Lessons from Technological Innovation Research。Long Range Planning，2(1)，36-41。
15.	Doyle, P.、Saunders, J.(1985)。The Lead Effect of Marketing Decisions。Journal of Marketing Research，22(1)，54-65。
16.	Dugal, S. S.、Schroeder, J. E.(1995)。Strategic Positioning for Market Entry in Different Technological Environments。Journal of Marketing Theory and Practice，11，23-37。
17.	Herbig, P. A.、Day, R. L.(1992)。Customer Acceptance: The Key to Successful Introductions of Innovations。Marketing Intelligence & Planning，10(1)，4-15。
18.	Munro, H.、Noori, H.(1998)。Measuring Commitment to New Manufacturing Technology: Integrating Push and Pull Concepts。IEEE Transactions on Engineering Management，2，63-70。
19.	Rosen, D. E.、Schroeder, J. E.、Purinton, E. F.(1998)。Marketing High Tech Products: Lessons in Customer Focus from the Marketplace。Academy of Marketing Science Review，6。
20.	Golder, P. N.、Tellis, G. J.(1997)。Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables。Marketing Science，16(3)，256-270。
21.	Klepper, S.(1997)。Industry Life Cycles。Industrial and Corporate Change，6(1)，145-182。
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會議論文
1.	鄭玉龍(2006)。解開平板電腦行銷困境：從技術推動到市場拉動策略。2006中華決策科學學會年會暨學術研討會。新竹。延伸查詢
2.	鄭玉龍、秦文淵(2006)。高科技產品行銷之整合性架構之建立：以Apple iPod為例。中華決策科學年會暨學術研討會。新竹。延伸查詢
3.	König, R. D.、Stephan, M.(2006)。Market Take-off in Systemic Industries: The Early Industry Life Cycle Stage in the Mobile Payment Industry。DRUID-DIME Winter, 2006 PhD Conference。

研究報告
1.	Gardner, D.(1990)。Are High Technology Products Really Different?。University of Illinois at Urbana-Champaign。

圖書
1.	安同良(2004)。企業技術能力發展論。中國：人民出版社。延伸查詢
2.	黃彥達(2003)。平板式電腦何以失敗。數位之牆。延伸查詢
3.	蕭富峯(2000)。行銷組合讀本。臺北市：遠流。延伸查詢
4.	Davidow, W. H.(1986)。Marketing High Technology: An Insider's View。New York：The Free Press。
5.	Marcus, A. I.、Segal, H. P.(1989)。Technology in America: A Brief History。New York, NY：Harcourt Brace Jovanovich。
6.	McGrath, M. E.(2001)。Product Strategy for High Technology Companies: Accelerating Your Business to Web Speed。McGraw-Hill。
7.	Moore, Geoffrey A.(1998)。Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge。New York：Harper Business。
8.	Moore, G. A.(2000)。Living on the Fault Line: Managing for Shareholder Value in the Age of the Internet。New York：Harper Business。
9.	Moore, G. A.(2006)。Dealing With Darwin: How Great Companies Innovate at Every Phase of Their Evolution。USA：Penguin Group。
10.	Mohr, J.、Sengupta, S.、Slater, S.(2005)。Marketing of High-Technology Products and Innovations。Pearson Education。
11.	Shanklin, W. L.、Ryans, J. K.(1984)。Marketing High Technology。New York：Lexington Books。
12.	Markides, Constantinos C.、Geroski, Paul A.(2004)。Fast Second: How Smart Companies bypass Radical Innovation to enter and Dominate New Markets。John Wiley and Sons。
13.	Moore, Geoffrey A.(1999)。Crossing The Chasm: marketing and Selling High-Tech Products to Mainstream Customers。New York：Harper Business。
14.	Levitt, Theodore(1986)。Relationship management: the marketing imagination。New York：Free Press。
15.	Khalil, T. M.(2000)。Management of technology: The key to competitiveness and wealth criterion。New York：The McGraw-Hill Company。
16.	Foster, Richard N.(1986)。Innovation: The Attacker's Advantage。New York, NY：Summit Books。
17.	Trajtenberg, Manuel(1990)。Economic Analysis of Product Innovation: the Case of CT Scanners。Cambridge, Mass.：Harvard University Press。
18.	Utterback, J. M.(1994)。Mastering the Dynamics of Innovation: How Companies Can Seize O pportunities in the Face of Technological Change。Boston, MA。
19.	Rogers, Everett M.(1995)。Diffusion of Innovations。New York, NY：Simon & Schuster。
20.	Schumpeter, J. A.、Opie, Redvers(1934)。The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle。Cambridge, Mass.：Harvard University Press。
21.	Freeman, C.、Soete, L.(1997)。The Economics of Industrial Innovation。Cambridge, Massachusetts：MIT Press。
22.	Christensen, Clayton M.(1997)。The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail。Harvard Business School Press。

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