兩岸3C產品深化程度之比較研究

Abstract

台灣和中國大陸目前在不同的資訊產品領域中各有領先。本研究藉由3C產品 (手機、電腦、電視機) 的普及率資料，觀察其3C市場的現況，並透過Bass創新擴散模型及區域因素的迴歸分析，來探討影響產品普及率的因素。研究中發現Bass創新擴散模型對三個區域中的產品的普及率除了電視機外有良好的預測，而3C產品中，台灣、日本的手機及台灣、中國大陸、日本的電視機產品在市場上都已達飽和，產品的差異化和維持消費者對品牌的忠誠度是廠商在成熟市場中成功的關鍵；而中國大陸的手機、電腦市場尚處在成長階段，因此提高市場滲透度和加深品牌知名度及忠誠度是目前廠商要關注的標的。由創新擴散理論分析中得知，電腦產品的創新係數和模仿係數是3C產品中最低的，其成長率較其它產品為低且達到飽和的時間也較長；至於日本的手機及電視機市場、台灣的手機市場之模仿係數較高，因此在發展產品策略時，透過消費者的口碑行銷是其產品在該區域中發展的重點。區域因素分析結果中，3C產品普及率和該區域的勞動年齡人口比（15歲到64歲）及人口密度有線性相關性，所以企業或政府在發展其3C產品策略時，此兩個因素在不同目標區域的狀況及未來趨勢，可當成參考來調整其未來發展策略。

Taiwan and Mainland China take lead in different kinds of information products. This study compares the popularity rates of 3C products (cell phone, computer, television set) in Taiwan, Mainland China, and Japan. The diffusion of innovation model proposed by Bass (1969) and the linear regression are applied to examine the factors of the popularity rates. The Bass innovation of diffusion model has good prediction on product popularity rate among these three economies except for television product. The cell phone markets in Taiwan and Japan and TV set markets in all three economies are saturated. Therefore, the increase of product differentiation and the maintenance of brand loyalty should be the key successful facts. The markets of cell phone and computer in mainland China are growing and the strategies should be to increase the penetration rate and the brand loyalty. The coefficients of innovation and imitation of computer product have the lower values among 3C products which causes the growth rates to be not high and the time to reach saturation to be longer. In the markets of Japan’s cell phone and TV set as well as the market of Taiwan’s cell phone, the imitation coefficients are high, and consequently the marketing strategy should be to focus on the word of mouth communication. Moreover, the popularity rates of 3C products have positive linear relationship with the working-age population and population density.