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S電信服務公司在中國行動電話市場之研究 = Market Researc...

國立高雄大學高階經營管理碩士在職專班(EMBA)

S電信服務公司在中國行動電話市場之研究 = Market Research of S Telecommunication Service Company in Mainland China

Record Type:	Language materials, printed : monographic
Paralel Title:	Market Research of S Telecommunication Service Company in Mainland China
Author:	馬榮一,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	民100
Description:	109葉圖，表格 : 30公分;
Subject:	消費者市場調查
Subject:	Consumer Survey
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/89851829312775367606
Notes:	參考書目：葉88-92
Summary:	近年來電信門號在台灣市場已趨飽和，整個台灣電信產業而言已不見成長動能，從整個產業飽和度來看，企業要有成長發展唯有往海外市場拓展。而在中國經濟的發展中，因內需市場的成長，讓中國逐漸成為全球最大的電信和行動電話消費市場。因此，本研究針對中國大陸地區消費者，透過問卷調查來了解中國大陸消費者對於行動電話市場的消費行為以及滿意度調查，以瞭解目前中國大陸行動電話市場概況，並進行個案公司進入中國大陸之策略分析。並依據消費者市場調查結果，中國大陸消費者主要會注重「企業形象」以及「服務態度」方面，並且部分尚未達到滿意。因此，依據消費者需求和服務的不滿足，整理出中國大陸電信、行動電話市場服務缺口，透過五力分析、SWOT分析等理論基礎推論個案公司前進大陸時的策略分析參考依據。根據研究結果發現以及資料分析研究，本研究最後擬定出相關且具體的進入策略之建議，做為個案公司進入中國大陸行動電話市場之參考。關鍵詞：消費者市場調查、五力分析、SWOT分析 AbstractIn recent years, the mobile phone numbers market in Taiwan has enhanced saturate. In Taiwan telecom market, it has not seen grown in recent years. Due to the saturation of whole Taiwan’s telecom market, if Taiwan’s telecommunication company wants to develop, the only way is developing the overseas markets. In China, due to the growth of domestic demand, China is becoming the world’s largest telecommunications and mobile phone market. Therefore , this study used a questionnaire survey to investigate the consumer behaviour and satisfaction of mobile phone market in Mainland China. In order to understand the current mobile market in China, and analysis the case company’s strategy to enter the Mainland China.Furthermore, the major findings indicted that Chinese consumers concern their purchase of mobile-phones mainly focus on “Corporate Image” and “Service Attitude”. However, some of service have not reached satisfactory yet. Therefore, based on consumer needs and service gap, find out the strategy for the case company through the Five Force analysis and SWOT analysis.According to the results of this study, will provide concrete strategy and entry strategy served as reference for the S telecommunication service company.Keywords：Consumer Survey、Five Force analysis、SWOT analysis

S電信服務公司在中國行動電話市場之研究 = Market Research of S Telecommunication Service Company in Mainland China
馬, 榮一

S電信服務公司在中國行動電話市場之研究 = Market Research of S Telecommunication Service Company in Mainland China / 馬榮一撰 - [高雄市] : 撰者, 民100. - 109葉 ; 圖，表格 ; 30公分.
參考書目：葉88-92.
消費者市場調查Consumer Survey

S電信服務公司在中國行動電話市場之研究 = Market Research of S Telecommunication Service Company in Mainland China
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