Would You Like to Replace Your Mobile Phone? The Study of Product Launch Strategies about Consumers’ Product Replacement

• Main Authors: Chen, Hung-Ju, 陳泓儒
• Other Authors: Fan, Wen-Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/05129937160588368517

碩士 === 國立臺北大學 === 企業管理學系 === 103 === The product launch strategy is a decision of great strategic importance in today's increasingly competitive marketplace. As a result of advanced technology and product innovation, the specification of product is continuing upgrade based on the consumer needs. The existing knowledge and theory about the function of the product elimination or coexistence is woefully inadequate to provide even a basic understanding of company strategy or consumer experience. All of the manufacturers hope to stimulate the intention of consumer replacement by a variety of product launch strategy. In order to understand the influence of customer intention in different product launch strategy. We studied different time interval of new product launch and the strategy of old product elimination or coexistence in the marketplace to analyze customer intention of replacement. In this study, we set up three different scenarios to study the influence of new product innovation and consumer perceived price on customer replacement intention, and issued 60 copies of questionnaires per each for analysis study. The results showed highly innovated product has significantly affected the intention of consumer product replacement when the old product is eliminated and the launch time interval for new product is longer, and when the old and new products coexist while the launch interval of new product is shorter. The lower perceived price also affect the intention of consumer product replacement when the old and new products coexist while the launch interval of new product is longer.