中國大陸白牌手機廠商之研究

Abstract

這項研究定義白牌手機是山寨通往品牌的路線產物。白牌手機充滿中國文化色彩也是山寨的一種。由於1000元的智能手機的崛起造成山寨手機的生存空間被擠壓。本研究採用“創新驅動品牌”的框架比較國內品牌和國際品牌，並使用下列指標：產品規格齊全，研發投入強度，專利數量，價格，品牌關注比例及購買意願。本研究發現，白牌手機慢慢轉移到發展成自有品牌，也發現山寨機有通往白牌手機取得授權和通過檢驗測試。此外，使用這些指標來比較手機大廠（華為、三星和HTC）的同時，我們發現，大陸廠商現行技術已有一定的能力可以和國外廠商相比擬，除了專利數目的問題以外。現在中國手機產業，價格已經不是大陸消費者唯一的考量了。因此，國內的後進廠商應改進自己的弱勢，並成為一個好的品牌。

This study defines white-box cellphone is on the transition route of Shanzhai to brand name products. It is full of Chinese-culture color and one category of Shanzhai. The living space of Shanzhai is squeezed due to the rise of 1000 Yuan smartphones. This study adopts “Innovation driven Brand” framework to compare domestic brand and foreign brand by using the following indicators: product specifications, R&D intensity, patent quantities, price, brand attention ratio and purchase intention. This study finds that white-box is moving to develop its own brand, and Shanzhaigi also moves to getting authorization and passing testing. In addition, while contrasting these indicators of leading players (Huawei, Samsung, and HTC), we find that domestic players now have the capabilities to perform well in technology skills except for the patent issues. Price is not the only consideration in China mobile phone industry now. Therefore, domestic late comers should enhance their weaknesses in order to be a strong brand.