從山寨到品牌：中國大陸市場手機品牌演進之研究

Abstract

本研究主要在於探討進入消費者需求高度成長的新興市場時，手機品牌演進發展趨勢及影響品牌偏好建立之因素。中國大陸近年來為因應本地消費者的需求，培植國產自有手機品牌廠，成為國際品牌進入中國大陸農村市場的強力競爭者。本研究即以中國大陸手機品牌公司-天宇朗通、中興通訊及康佳等國產企業，與國際手機品牌公司-諾基亞及三星為例，比較研究在經濟因素(所得提升)、山寨手機發展及中國大陸家電下鄉政策下，對於國際與國產手機品牌演進之影響。此外，彙整品牌公司於農村地區之營運特點，以利未來台灣手機品牌公司進入市場之參考。藉由本研究之分析，得知中國大陸手機品牌演進具有下列之發展趨勢：

1.所得提升對中國大陸市場手機品牌購買偏好產生正向影響 2.中國大陸盛行之山寨手機只是邁向品牌手機過渡階段 3.完善通路的建置為提升手機品牌市佔率之重要因素 4.家電下鄉政策提供國產手機品牌更多發展空間

This study analyzes the brand evolution of China’s mobile phone and identifies influence of brand preference in this emerging market. In recent years, China develops its own mobile phone brand to respond to the needs of local consumers and become a strong competitor of international brands in the rural market. This study analyzes factors such as income, Shanzhai, Home Appliance Subsidy Policy affecting mobile phone brands evolution in China’s market. Case studies of Nokia, Samsung, Tianyu, ZTE, and Konka are performed. Recommendations for Taiwanese companies to enter the rural areas in China are also given. China’s mobile phone brands have the following evolution trends： 1.Income enhance has positive impact on brand buying preferences of mobile phone in China. 2.Shanzhai mobile phone is only transitional phase toward brand mobile phone in China. 3.Complete access is an important factor to enhance a brand name’s market share. 4.The Home Appliance Subsidy Program provides local brands with more development space.