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題名 記憶體模組產業之策略行銷分析—以G公司為例
Strategic marketing analysis of memory module industry—a case study of G company作者 陳怡鈞
Chen, Yi Chun貢獻者 巫立宇
陳怡鈞
Chen, Yi Chun關鍵詞 記憶體模組
策略行銷
memory module
strategic marketing
4C日期 2010 上傳時間 3-Sep-2013 14:37:18 (UTC+8) 摘要 1980年代，隨著全球PC市場的逐漸發展，記憶體模組產業亦隨之興起。1990年代中期，記憶體模組廠商逐步建立自有品牌，使記憶體模組產品，從電腦主機裡的規格化零組件，搖身成為消費者心目中具有品牌的產品。在這個從「無品牌」至「有品牌」的發展過程中，產業內的品牌商，共同創造了記憶體模組的品牌價值。然而，回溯到十餘年前的PC市場，對於消費者而言，為什麼開始要在乎所買的記憶體模組是什麼品牌？對於任何一家記憶體模組製造商而言，依照JEDEC所制訂的標準製造相關的模組化產品，究竟要如何創造超越競爭對手的價值？在這個記憶體模組廠商與消費者的交換過程當中，消費者用來交換產品的「成本」有哪些？這些既然是消費者的成本，那麼就包含了消費者在交換過程中會考量的因素，因此，廠商應如何降低這些可能存在的成本，進而創造更高的價值？本研究試圖透過策略行銷4C理論，探究記憶體模組產業內所有的交換關係與交換過程，並透過策略分析，歸納在交換關係中創造價值的模式。
In the 1980’s, memory module industry had been growing up accompanied PC market development. In the middle of 1990’s, memory module manufacturers step by step built up their own brands, meanwhile, standardized memory module products went out from PC cases and have been made with their own name. It was manufacturers who turned “unknown” memory products into “branded” ones and created brand value in this process. However, in the market decades ago, for what reasons consumers started paying attention to what brand the memory module is? To any producer of memory module, the most important is how to create the exceeded value of its competitor under the standard of JEDEC. What “costs” do consumers have in the exchanging process between the producers? As we may see, these costs may be included in the exchanging process for consumers’ concern. So, how should producers do to create higher values by reducing the possible cost? This study is to explore the exchanging relationship and the process of memory module industry through 4C theory, and to generalize the model of creating values in the exchanging relationship.參考文獻 Alderson, Wroe(1975), Marketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory, Homewood, Illinois; Rich ard D. Irwin, Inc.Anderson, James C. and James A. Narus(1998), “Business Marketing: Understand What Consumer Value,” Harvard Business Review, (November/Decenber),pp.55-65.Bagozzi, Richard P.(1979), “Toward of Formal Theories of Marketing Exchange,” in Conceptual and Theoretical Development in Marketing, O.C. Ferrell, Stephen W. Brown, and Charles W. Lamb, Jr., eds., Chicago: American Marketing Association, pp. 431-447.Bartels, Robert(1962), The Development of Marketing Thought, Homewood, Illinois: Richard D. Irwin, Inc.Beier, Frederick and Louis W. Stern(1969), “Power in the Channel of Distribution,” in Distribution Channels: Behavior Dimensions, LOUIS W. Stern, ed., Boston: Houston Mifflin Company, pp.92-116.Business Week (2001). “The Global Brand,” August6.Chiou, Jyh-shen, L.Y. Wu, and J.Hsu (2002), “The Adoption of Form Postponement Strategy in the Global Logistics System: The Case of Taiwanese Information Technology Industry, ” Journal of Business Logistics, 23(1), pp.107-124.Coase, Ronald (1937), "The Nature of the Firm". Economic 4 (16): 386–405.Dahlman, Carl J. (1979). "The Problem of Externality". Journal of Law and Economics 21 (2): 141–162.Gilbert D. Harrell and Gary L. Frazier(1999), Marketing: Connecting with Consumer, Prentice Hall.Hawkins, Del I., Roger J. Best, and Kenneth A. Coney(1995), Comsumer Behavior: Implications for Marketing Strategy, 6th edition, Chicago, IL: Irwin.Keith, Kevin Lane(2000), “The Brand Report Card,” Harvard Business Review, (January/ February), pp.147-157.Keith, Kevin Lane(1999), “Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies,” California Management Review, 41 (Spring), pp.102-124.Mowen, John C.(1995), Consumer Behavior, 4th edition, Englewood Cliffs, New Jersey: Prentice Hall.Rogers, E. M. (1983). Diffusion of innovations (3rd ed.). New York: Free Press.Olshavsky, Richard N. and John A. Miller(1972), “Consumer Expectations, Product Performance, and Perceived Product Quality,” Journal of Marketing Research, 9(February), pp.19-21.Porter Michael E(1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: The Free Press.Porter, Michael E(1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York: The Free Press.Porter, Michael E(1990), “The Competitive Advantage of Nations,” Harvard Business Review, (March/ April), pp.73-93.Seybold, Patricia(2001), “Get Inside the Lives of Your Consumers,” Harvard Business Review, (May), pp.81-89.Ward, Scott, Larry Light, and Jonathan Goldstine(1999), “What High-Tech Managers Need to Know about Brands,” Harvard Business Review, (July/ August), pp85-95.Williamson, Oliver E.(1975), Market and Hierarchies: Analysis and Anti-Trust Implication, NY: The Free Press. Williamson, Oliver E. (1985), The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting, NY: The Free Press.Yi, Youjae(1993), “The Determinants of Consumer Satisfaction: The Moderating Role of Ambiguity,” in Advance in Consumer Research, Vol. 20, L. McAlister and M. Rothschild, eds., Provo, UT : Association of Consumer Research, pp 502-506.江永裕、邱志聖(1989)，「通路進入策略：一個比較通路市場交易；通路併購；通路獨資的模型」，行政院國科會專題計畫報告，NSC88-2416-h-004-003.。邱志聖（2006），策略行銷分析：架構與實務應用，智勝文化徐睦鈞，「確定退出DRAM市場，力晶攻上季線」，聯合晚報，2011年4月27日。陳中洲（2006），「在變動環境下之經營策略 : 以記憶體模組業為例」，國立政治大學經營管理碩士學程企管組碩士論文。曾俊洲（2010），「記憶體模組製造業基本資料」，台經院產經資料，4月9日。盧淑華(2006)，產經資訊，38期。 描述 碩士
國立政治大學
企業管理研究所
95355067
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355067 資料類型 thesis dc.contributor.advisor 巫立宇 zh_TW dc.contributor.author (Authors) 陳怡鈞 zh_TW dc.contributor.author (Authors) Chen, Yi Chun en_US dc.creator (作者) 陳怡鈞 zh_TW dc.creator (作者) Chen, Yi Chun en_US dc.date (日期) 2010 en_US dc.date.accessioned 3-Sep-2013 14:37:18 (UTC+8) - dc.date.available 3-Sep-2013 14:37:18 (UTC+8) - dc.date.issued (上傳時間) 3-Sep-2013 14:37:18 (UTC+8) - dc.identifier (Other Identifiers) G0095355067 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59765 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 95355067 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 1980年代，隨著全球PC市場的逐漸發展，記憶體模組產業亦隨之興起。1990年代中期，記憶體模組廠商逐步建立自有品牌，使記憶體模組產品，從電腦主機裡的規格化零組件，搖身成為消費者心目中具有品牌的產品。在這個從「無品牌」至「有品牌」的發展過程中，產業內的品牌商，共同創造了記憶體模組的品牌價值。然而，回溯到十餘年前的PC市場，對於消費者而言，為什麼開始要在乎所買的記憶體模組是什麼品牌？對於任何一家記憶體模組製造商而言，依照JEDEC所制訂的標準製造相關的模組化產品，究竟要如何創造超越競爭對手的價值？在這個記憶體模組廠商與消費者的交換過程當中，消費者用來交換產品的「成本」有哪些？這些既然是消費者的成本，那麼就包含了消費者在交換過程中會考量的因素，因此，廠商應如何降低這些可能存在的成本，進而創造更高的價值？本研究試圖透過策略行銷4C理論，探究記憶體模組產業內所有的交換關係與交換過程，並透過策略分析，歸納在交換關係中創造價值的模式。 zh_TW dc.description.abstract (摘要) In the 1980’s, memory module industry had been growing up accompanied PC market development. In the middle of 1990’s, memory module manufacturers step by step built up their own brands, meanwhile, standardized memory module products went out from PC cases and have been made with their own name. It was manufacturers who turned “unknown” memory products into “branded” ones and created brand value in this process. However, in the market decades ago, for what reasons consumers started paying attention to what brand the memory module is? To any producer of memory module, the most important is how to create the exceeded value of its competitor under the standard of JEDEC. What “costs” do consumers have in the exchanging process between the producers? As we may see, these costs may be included in the exchanging process for consumers’ concern. So, how should producers do to create higher values by reducing the possible cost? This study is to explore the exchanging relationship and the process of memory module industry through 4C theory, and to generalize the model of creating values in the exchanging relationship. en_US dc.description.tableofcontents 謝辭………………………………………………………………………… i摘要………………………………………………………………………… iiAbstract…………………………………………………………………… iii第一章 緒論………………………………………………………………… 1 第一節 研究動機與目的………………………………………………… 1 第二節 研究設計與流程………………………………………………… 2 第三節 研究範圍與限制………………………………………………… 5第二章 文獻探討…………………………………………………………… 6 第一節 交易成本理論…………………………………………………… 6 第二節 策略行銷4C理論………………………………………………… 8第三章 記憶體模組產業分析……………………………………………… 11 第一節 記憶體模組產業發展概況……………………………………… 11 第二節 記憶體模組製程與成本結構…………………………………… 17 第三節 記憶體模組產業價值鏈分析…………………………………… 19 第四節 本章結論………………………………………………………… 21第四章 個案G公司之策略行銷4C架構分析 ……………………………… 22 第一節 前言……………………………………………………………… 22 第二節 策略行銷4C分析（一）—G公司與代理商…………………… 27 第三節 策略行銷4C分析（二）—G公司與消費者…………………… 36 第四節 本章結論………………………………………………………… 39第五章 結論與建議………………………………………………………… 41參考文獻 …………………………………………………………………… 47 zh_TW dc.format.extent 941074 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355067 en_US dc.subject (關鍵詞) 記憶體模組 zh_TW dc.subject (關鍵詞) 策略行銷 zh_TW dc.subject (關鍵詞) memory module en_US dc.subject (關鍵詞) strategic marketing en_US dc.subject (關鍵詞) 4C en_US dc.title (題名) 記憶體模組產業之策略行銷分析—以G公司為例 zh_TW dc.title (題名) Strategic marketing analysis of memory module industry—a case study of G company en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Alderson, Wroe(1975), Marketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory, Homewood, Illinois; Rich ard D. Irwin, Inc.Anderson, James C. and James A. Narus(1998), “Business Marketing: Understand What Consumer Value,” Harvard Business Review, (November/Decenber),pp.55-65.Bagozzi, Richard P.(1979), “Toward of Formal Theories of Marketing Exchange,” in Conceptual and Theoretical Development in Marketing, O.C. Ferrell, Stephen W. Brown, and Charles W. Lamb, Jr., eds., Chicago: American Marketing Association, pp. 431-447.Bartels, Robert(1962), The Development of Marketing Thought, Homewood, Illinois: Richard D. Irwin, Inc.Beier, Frederick and Louis W. Stern(1969), “Power in the Channel of Distribution,” in Distribution Channels: Behavior Dimensions, LOUIS W. Stern, ed., Boston: Houston Mifflin Company, pp.92-116.Business Week (2001). “The Global Brand,” August6.Chiou, Jyh-shen, L.Y. Wu, and J.Hsu (2002), “The Adoption of Form Postponement Strategy in the Global Logistics System: The Case of Taiwanese Information Technology Industry, ” Journal of Business Logistics, 23(1), pp.107-124.Coase, Ronald (1937), "The Nature of the Firm". Economic 4 (16): 386–405.Dahlman, Carl J. (1979). "The Problem of Externality". Journal of Law and Economics 21 (2): 141–162.Gilbert D. Harrell and Gary L. Frazier(1999), Marketing: Connecting with Consumer, Prentice Hall.Hawkins, Del I., Roger J. Best, and Kenneth A. Coney(1995), Comsumer Behavior: Implications for Marketing Strategy, 6th edition, Chicago, IL: Irwin.Keith, Kevin Lane(2000), “The Brand Report Card,” Harvard Business Review, (January/ February), pp.147-157.Keith, Kevin Lane(1999), “Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies,” California Management Review, 41 (Spring), pp.102-124.Mowen, John C.(1995), Consumer Behavior, 4th edition, Englewood Cliffs, New Jersey: Prentice Hall.Rogers, E. M. (1983). Diffusion of innovations (3rd ed.). New York: Free Press.Olshavsky, Richard N. and John A. Miller(1972), “Consumer Expectations, Product Performance, and Perceived Product Quality,” Journal of Marketing Research, 9(February), pp.19-21.Porter Michael E(1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: The Free Press.Porter, Michael E(1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York: The Free Press.Porter, Michael E(1990), “The Competitive Advantage of Nations,” Harvard Business Review, (March/ April), pp.73-93.Seybold, Patricia(2001), “Get Inside the Lives of Your Consumers,” Harvard Business Review, (May), pp.81-89.Ward, Scott, Larry Light, and Jonathan Goldstine(1999), “What High-Tech Managers Need to Know about Brands,” Harvard Business Review, (July/ August), pp85-95.Williamson, Oliver E.(1975), Market and Hierarchies: Analysis and Anti-Trust Implication, NY: The Free Press. Williamson, Oliver E. (1985), The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting, NY: The Free Press.Yi, Youjae(1993), “The Determinants of Consumer Satisfaction: The Moderating Role of Ambiguity,” in Advance in Consumer Research, Vol. 20, L. McAlister and M. Rothschild, eds., Provo, UT : Association of Consumer Research, pp 502-506.江永裕、邱志聖(1989)，「通路進入策略：一個比較通路市場交易；通路併購；通路獨資的模型」，行政院國科會專題計畫報告，NSC88-2416-h-004-003.。邱志聖（2006），策略行銷分析：架構與實務應用，智勝文化徐睦鈞，「確定退出DRAM市場，力晶攻上季線」，聯合晚報，2011年4月27日。陳中洲（2006），「在變動環境下之經營策略 : 以記憶體模組業為例」，國立政治大學經營管理碩士學程企管組碩士論文。曾俊洲（2010），「記憶體模組製造業基本資料」，台經院產經資料，4月9日。盧淑華(2006)，產經資訊，38期。 zh_TW
