射頻晶片行銷策略之研究:公司個案之實證分析

Abstract

Abstract Accompanying with the diverse functions and the continuous development related with the wirless communication technology, such the communication products have been already become the most valued market behind PC age. According to the IDC (International Data Corporation) research, the global market scale of communication chip went to reach USD 5 billion in 2008.Under the essential requests for function and the shape of light, thin, short, and small in electronic products, each kind of communication related components supplier will become a huge market, most notably the Radio Frequency Chip (RFIC). As for the meliority of digital communication techniques, various digital communication media like Digital Audio Broadcasting (DAB) develop fast and raise the requirements of high-quality audio/video human go after. To broadcast, no matter under any broadcasting system, consumers were not only listening through a receiver but also also need a component of tuner to reache the choosing function.It is clear that the receiver with tuner is very important to the broadcasting industry especial for DAB, the next generation broadcasting system. Saying for the various management functions of international enterprises, marketing has the most challenge and importance to the decision function for success or failure of the enterprise.This research would like to use the theorems of Technology Adoption Life Cycle、First Mover Advantages and Strategic Alliance by the past scholars, with the empirical evidence based on a case of RF Tuner IC design house. It hopes to provide some references for planning the marketing strategy to such RF IC design houses.