液晶電視產品生命週期之行銷策略

Abstract

在產品與製程皆快速創新的時代，產品的生命週期(PLC)日益縮短，尤其如動態隨機存取記憶體(DRAM)、中央處理器(CPU)等重要的高科技產品而言，單一的生命週期也已擴展到多世代週期的行為。然而，多世代生命週期的相關研究過去多著重在技術的預測，較少研究著墨於行銷組合策略之訂定，有鑑於此，本研究試圖發展一個分析架構以解決上述的問題，並提供不同生命週期之最佳行銷組合策略。 本研究以多準則決策架構(MCDM)為基礎，先以修正式德爾菲法(Modified Delphi)綜合國內液晶電視產業相關領域專家之意見，訂定行銷組合策略之準則要素，再以決策實驗室分析法(DEMATEL)，藉由求取行銷策略要素彼此間之因果關係以建立決策問題架構，並利用分析網路流程法(ANP)求取各行銷策略準則對於各行銷組合構面下之權重後，最後採用可以產生妥協解的VIKOR 法，對於各生命週期階段下之行銷策略方案逕行評估和排序。 實證研究結果發現每個生命週期之最佳行銷組合策略如下：(1)導入期:產品設計策略、成本定價策略、選擇式通路策略、廣告文案策略；(2)成長期:產品定位策略、產品線定價策略、選擇式通路策略、媒體促銷策略；(3)成熟期:產品多樣化策略、成套定價策略、密集式通路策略、媒體促銷策略；與(4)成熟期:產品消除策略、彈性定價策略、選擇式通路策略、推式促銷策略。最後針對研究發現與結論，分別就不同生命週期下之行銷組合策略及後續研究者提出建議事項，俾供後進之液晶電視廠商之策略組合。In an era of fast product and process innovations, the innovative product life cycles (PLC) are becoming shorter and shorter. Meanwhile, PLCs of some most important high technology products including Dynamic Random Access Memory (DRAM), Central Processing Units (CPU), etc. have demonstrated the multi-generation behavior. However, past researchers on multiple generations have been focused more on technological forecasting while ignored the impacts of marketing mix variables. Be aware of the situation, this paper intends to propose an analytic framework for selecting the optimum portfolio of marketing strategies at different PLC stages. A multiple criteria decision making (MCDM) framework consisting of the Decision Making Trial and Evaluation Laboratory (DEMATEL) as the tool for configuring the decision problem structure, the Analytical Network Process (ANP) as the tool for calculating weights of each criterion, and finally, the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) as the tool for ranking the alternatives have been proposed for defining the marketing mix strategy for a LCD TV vendor. An empirical study on large-sized LCD TVs will be leveraged for verifying the usefulness of this proposed analytic framework on multiple generation product marketing strategies definitions. The Empirical analysis result shows that the best marketing mix strategies over each PLC stage as well as demonstrates the effectiveness of this analytic framework. The optimal marketing mix strategies being derived in the empirical analysis include: (1) introduction stage: product-design strategy, full-cost pricing, selective distribution and advertising-copy strategy; (2) growth stage: product-positioning strategy, product line-pricing strategy, selective distribution and media-selection strategy; (3) maturity stage: diversification strategy, bundle pricing strategy, intense distribution and media-selection strategy; and (4) decline stage: product-elimination strategy, flexible-pricing pricing, selective distribution, push strategy. Finally, certain conclusions and suggestions for marketing mix strategies in different product life cycle stages, and further study were presented and proposed. The analytic results can also serve as the strategy portfolio of a late coming LCD-TV firm.