行動裝置的零售策略

Abstract

因為行動裝置市場的成長顯著以及其功能演進的快速變化，顧客對於行動裝置的需求也變動得非常迅速，為了能夠及時符合顧客需求，行動裝置廠商需要足夠的彈性能力來面對激烈以及漸趨增長的市場競爭。另一方面，越來越多的廠商提供功能、特色、應用程式相近的行動裝置，這也使得在近年來行動裝置產品的替代性程度越來越高。因此，在本篇論文中，我們提出一個模型來研究彈性能力與產品替代性會如何影響行動裝置廠商的零售策略，廠商間的競爭會隨著行動裝置的替代行提升而隨之變得更為激烈，我們也將彈性能力導入零售策略的競爭模行當中，使得廠商有更強的能力來符合顧客的需求且最大化其自身獲利。我們提出的模型不僅得到了與之前的研究相似的均衡區域，並且得到了一些不曾被發現的均衡結果，這些的成果提供了廠商一些對於執行零售策略的新觀點。最後，我們探討了替代性與彈性能力對於零售策略影響上的管理與理論意涵，使得這個提出的模型可以幫助行動裝置廠商選擇獲利較佳的通路架構與競爭零售策略。

Since the market of mobile devices grows dramatically and the functions of mobile devices improves quickly, the demand of customers may change rapidly. To meet the requirements of customers instantaneously, mobile device manufacturers need sufficient flexibility to face fierce and increasing competition. On the other hand, the mobile devices provided by various manufactures have more and more functions, features or apps in common. The substitutability between mobile devices has increased significantly in the recent years. Therefore, in this thesis, we propose a model to investigate how the retail strategies of mobile device manufactures are affected by substitutability and flexibility. The competition between manufacturers becomes fiercer as the substitutability between mobile devices increases. By introducing flexibility into the competition model of retail strategy, manufacturers have more abilities to meet customers’ requirement and maximize their profits. Our proposed model can find not only equilibrium regions which are similar to those in the previous studies, but also some distinct equilibrium regions which have never been explored. The results may provide manufacturers new insights to implement retail strategies. In addition, we discuss managerial and theoretical implications of the effects of substitutability and flexibility on retail strategies. The proposed model may help manufacturers choose profitable channel structures and formulate competitive retail strategy in mobile device industry.