飛利浦可攜式多媒體播放器之台灣市場通路策略 / The Channel Strategy of Philips Portable Media Player in Taiwan By Hans Chang Philips GoGear, Philips’ line of portable media players, was first launched in Taiwan in 2007, but was withdrawn from the market in the same year. In 2009, Philips re-launched GoGear in Taiwan, and aim at developing market and distribution channel awareness in Taiwan. It has positioned itself against other imported brands, striving to attract customers with its differentiated products and offering at a better value to customers. Three main distribution channels, 3C retail chain stores, individual stores and online shops, will provide access to Philips GoGear’s targeted customers segments. Philips will adopt promotional activities accustomed to each distribution channel’s characteristics specifically to draw customers’ preference away from its main competitors. Ultimately, Philips GoGear becomes a reputable and recognizable brand in association to portable media players in Taiwan.