碩士 / 國立宜蘭大學 / 人文及管理學院高階經營管理碩士在職專班 / 107 / With the rapid development of ICT technology, smart phones have become an indispensable mobile device. At present, the world's leading brand firm, APPLE, has reached 214.4 billion US dollars in 2018, while HTC has only 260 million US dollars in 2018, and sold their mobile phone department to Google. So the study mainly studies how the “Impact Factors for Product Line Breadth” having effect of the mobile phone operators. It also means the product breadth or depth of the product strategy. The product line breadth and characteristics are one of the six major facets of the business strategy type, and should comprehensively consider the industrial environment, their own resources and goals, and the key factors such as market segmentation and target market, as well as overall functional policies and organizational structure. The study takes HTC as a case study to further explore its strategic issues. The main research objectives are as followings:
1. To explore the premise of the environment and conditions for “Impact Factors for Product Line Breadth” of the mobile phone operators.
2. To study how the Impact Factors for Product Line Breadth fit well with other strategic structure.
3. To explore what the functional strategies have to support these tactics.
From the in-depth interview data and the literature review, the above three research topics are discussed in depth and summarized as follows.
1. At first, mobile phone brand operators need to consider the overall environmental change trend, the industrial competition environment, and their conditional resource base.
2. Second, the firms need to comprehensively consider the product line breadth and characteristics, target market segmentation and selection, vertical integration degree, relative scale economy, geographic coverage and competitive weapons to strengthen the effectiveness of the Product Line Breadth.
3. Third, the successful Product Line Breadth have to interact with functional strategies, including production, marketing, human resources, R&D, and financial management.
| Identifer | oai:union.ndltd.org:TW/107NIU01457007 |
| Date | January 2019 |
| Creators | CHIANG, JEN-HSIANG, 江仁翔 |
| Contributors | WANG, CHUN-JU, 王俊如 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 70 |
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