A Study of Marketing Strategies of Flash MemoryCard Industry–An Example of Chip Hope Co., Ltd.

• Main Authors: Li-Chi Chang, 張立麒
• Other Authors: 蔡信夫
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/43317545140988503043

碩士 === 淡江大學 === 全球華商經營管理數位學習碩士在職專班 === 97 === The business opportunity of the flash memory card is large in recent years, and the market competes fiercely. In the meantime, different specifications are put out for seizing the largest market share as the goal. As a result of the production royalty and the factors such as the serious excess of supply over demand of NAND flash, the supplier of the raw materials produce and sell the finished product to separate the risk. It causes the supply chain relation completely changed. Originally, each memory card supplier owns their core technology for competing in the market, such as patented technology and price negotiating ability. It is nowadays no longer the absolute advantage in the market. Therefore, to demonstrate the core advantages such as product difference and production technology for appealing potential customer among competitors who sells the same product in the high-cost international consumer electronics trade fairs, and to maximize the benefit in their investment becomes the main concern. This research utilizes analysis model and the forming process of strategy, and takes case company – Chip Hope Co., Ltd. as an example, sum up the key success factor in the international trade fair. The result of this study offers the reference to relevant industries. According to the analysis of the secondary materials and result of interview to the case company, the competitive strategy in the exhibition which the case company works out is as follows: (1) Establish the image of professional OEM manufacturer. (2) The ability of product customization (3) The ability of product difference (4) Mass production with high yield rate (5) Price difference for competition (6) Good relationship with key material suppliers