探討山寨手機廠商品牌化之路-以天宇朗通公司為例

Abstract

自2008年以來，大陸市場最流行名詞莫過於「山寨」。手機更是山寨概念的濫觴，許多人對其仿冒功力或產品創意嘖嘖稱奇。隨著某些具山寨背景的手機業者出貨規模成長，其經營思維亦開始改變，脫離投機短線經營心態，轉向積極耕耘品牌。 本研究以天宇朗通為個案研究對象。山寨起家的天宇朗通搖身一變成為中國本土品牌廠商龍頭，主要歸因於其研發努力及品牌建置。本研究探討天宇朗通如何由山寨模式轉而打造品牌，分析經營策略與成功之道，最後提出結論與建議，以作為其他山寨業者轉型的借鏡。另外探討在山寨轉型之際，台灣廠商應如何掌握這一波商機。

The use of "Shanzhai" became popular since 2008 with the outstanding sale performance of Shanzhai cell phones in China. Shanzhai cell phones are usually attributed to multifunctional performance and imitations of trendy cell phone design. They are known for their flexibility of design to meet specific market needs. As sales volume grows rapidly, some Shanzhai phone makers realize the importance of brand building and try to start their own brand. This thesis takes Tianyu Company as a case study. Today, Tianyu is a mainstream player virtually unrecognizable from its Shanzhai beginning, thanks largely to increased efforts in R&D and brand building. This study aims to discuss how Tianyu built its own brand successfully and to analyze its business strategy and responsive operation to success. A list of six suggestions and recommendations made in the last chapter are useful reference for those Shanzhai companies in need of a turnaround. It also concludes two advantages of Taiwanese companies to seize the opportunity and respond quickly in the meantime.