| Summary: | 碩士 === 國立中興大學 === 企業管理學系 === 87 === The mobile phone industry is the most noticeable field of the first five telecommunication businesses that had been opened to public in 1997.It has not only the highest requirement of minimum capital, but also the severest competition for the license. After the mobile phone market had been opened to private companies, the marketing strategies have an increasing importance for the mobile phone system owners. And at the same time, the competition in the market is intensive that adds the importance of the marketing strategies to the companies. Due to the fact that the mobile phone business is one that the manager who managed the company that must be franchised by and under the control of the government, there must be some influence on the marketing strategies making of the companies to a certain extent in such a situation. The kind of the franchised license of the company given by the government, and also the resources of the company will be the factors that have impact on the marketing strategies making of the companies.
The objects of my research are as follows:
1. To explore the industry environment of the mobile phone system and to analyze its characters.
2. To observe the resources, backgrounds ,and marketing strategies of the mobile phone system companies and compare with one another.
3. To discuss the relationships between the characteristics and the marketing strategies of the mobile phone system companies.
4. To discuss the relationships of the resources and the marketing strategies of mobile phone system companies.
This research is made up of several parts,such as reference discussion, research design, individual case analysis and the proposition development;through them ,we get the final conclusion and the suggestion for the future studies. The content of the researcj includes the industry environment, resources and marketing behavior of the mobile phone system companies .The research object about the mobile phone system includes analog and digital GSM 900MHz and DCS 1800MHz.And about the choices of companies,the research includes all of the companies in the mobile system industry managers in Taiwan.
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