| Summary: | 碩士 === 國立中山大學 === 國際經營管理碩士班 === 97 === Netbook is a kind of discontinuous innovation product. It is the first time that the brands in Taiwan such as ASUS,Acer and MSI become the market leaders of Personal Computer industry. With the superior research and design ability and the successful experience of netbook, Taiwan should take advantage of its superior research and design ability to develop the new market. Therefore, this study aims to try to provide Taiwan proprietor with some suggestions.
The purpose of this study is to understand the presently netbook industry and how the Taiwan brands adopt marketing strategies. We select three representative cases which are ASUS,Acer and Gigabyte and try to understand their internal strengths, weakness, and external opportunities and threats and their marketing mix strategies.
The conclusions and suggestions of this study are presented as follows:
1. The invention of netbook shows that notebook was developed by the trend of thinner, better battery life optimization and wireless internet. The boundary of personal computer industry and mobile handheld device industry is indistinct now. We can forecast that the mobile communication industry will compete intensely in the future.
2. The primary brands of Taiwan should enhance brand marketing; establishment of brand publicity; creation of product value; deterrence of imitation from large competitors.
3. The tier two brands of Taiwan should consider market segmentation that company can develop different service, application from the primary brands and international brands.
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