手機產業新產品開發策略之探討

Abstract

過去二十年來，手機產業競爭日益激烈。為了擴張市佔率與超越競爭其他對手，每個公司都必須開發並且銷售新產品給消費者。每家公司所採取的新產品開發策略與其市佔率與財務指標 (如營收，獲利率等) 息息相關。本研究著眼於分析手機產業中開發過具代表性成功產品的廠商所採取的新產品開發策略以及其策略對公司未來走向所帶來的影響。本研究顯示了持續性的市場需求導向新產品開發策略對於開發差異性手機產品的重要性，並且強調公司需具備均衡產品組合的重要性。希望透過研究結論能夠為此產業中的企業帶來新產品開發的啟示。

The competition of the mobile phone industry has been getting increasingly intense during the past decade. In order to expand the market share and outperform the other competitors, each company has to develop and sell new products to the consumers. With the different strategies each company adopts in its new product development, the outcome of a company’s performance differs, in terms of market share and financial metrics, such as revenue, profit margin, and etc. This study focuses on analyzing the new product development strategies adopted by the mobile phone vendors, who have produced representative successful products, and how the strategies impacted the future of these companies. The study indicates the importance of sustaining market-oriented new product development strategy and process for differentiating mobile phone products, as well as balanced product portfolio. We hope this study may bring implications on new product development strategies for companies in this industry.