| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === The year 2014 marks the beginning of Taiwan’s fourth generation (4G) of the mobile telecommunication technology. Smartphone giants take the advantages of the high speed of 4G to develop high-end smartphones to meet with consumers’ needs. Besides, wearable technology was set to be the biggest trend at Consumer Electronics Show (CES) 2014. Through connection to APP and Cloud Services, a wide variety of wearable device has become a great assistant to cellphone users while exercising or keeping an eye on their healthcare. The smartphone market has seen many high quality phones with low price starting to gain the market share due to the rise of manufacturers in China in recent years. While the smartphones are considering necessities in our daily lives, the smartphone market is undergoing its ever fierce competition.
The thesis examines how the smartphone suppliers re-position and adjust their competitive strategies as well as utilize their existing resources and core competence to create competitive advantages with a view to remaining profitable. The research subjects are focused on SAMSUNG and SONY ─ the former takes the lead of the market share and the latter hopes to chase after. Both giants have developed wearable devices linking up with smartphones as their strategy of product innovation. Through analyzing strategy position and competitive advantages, the study aims at finding out competitive strategies which are beneficial for relevant industries in Taiwan.
Secondary Research is used to analyze the cases of SAMSUNG and SONY , and the results are as following:
1. As the smartphone industry starts to enter its maturity stage, enterprises need to change their industry position and competitive strategies such as integrating the supply chain or outsourcing to cut down costs.
2. Enterprises need to progressively develop brand , joint marketing strategies and emphasize on customer services as well as carry out differentiation strategies to increase profit margin and create competitive advantages.
3. Core values need to be discovered and to be integrated with product innovation such as developing wearable devices combined with smartphones to increase brand value and market share.
4. Each market needs to have its own competitive strategies such as using innovative technology to win high - end users in order to have enough profits and competitive advantages.
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