A Study of the Key Success Factors for the NetbookPC – The Cases of Asus, Acer and MSI

• Main Authors: Pei-Shan Yen, 顏鋇姍
• Other Authors: Li-Yueh Lee
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/07628608609926698943

碩士 === 崑山科技大學 === 企業管理研究所 === 98 === In 2007, the first Netbook PC is approaching the market by Asus as a new product with fairly low price to fit the need of customers. Although by the influence of financial crisis in these two years, the product has been welcome by the worldwide market significantly. Different competitors have also entered into market with similar products, which result in server competition. However, the key success factors (KSF) of Eeepc have rarely been discussed in the literature. This study intends to fit this research gap to identify a hierarchical framework for the KSF of Eeepc. Through a series of literature review and 14 indepth interviews, this study concludes three major dimensions, eight key factors, and 27 items for the success of Eeepc operations. A hierarchical KSF framework has been identified through Analytic Hierarchy Process (AHP) and the relative importance of each factors are also identified. The study results conclude that product design, product quality, and marketing methods are three major dimensions of the hierarchical framework for the KSF of Netbook PC. For the dimensions of product design, convenience, appearance and interior equipment are three of the most important factors. For the dimension of product quality, reliability and quality/price ratio are two of the most important factors. For the dimension of marketing methods advertising, channel and promotion are three of the most important factors. Among others, long battery life, promotion with 3.5G dongle, collaboration with the media, better quality than the competitor, bigger hard disk drive, and fashion of design and free gifts with the product selling are some of the most important items for the KSF of Netbook PC operations. To compare the current performance of the KSF among Asus, Acer, and MSI using the established KSF framework, the survey results indicate that Acer performs better than Asus, and MSI stays in the last place with most of the KSF items.