Title page for etd-0108117-155049


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URN etd-0108117-155049
Author Sen-hua Liu
Author's Email Address No Public.
Statistics This thesis had been viewed 5537 times. Download 7 times.
Department Cross-Strait Executive Master Of Business Administration
Year 2016
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Research and Development on the Evolution of EReaders in China- D Company as Example
Date of Defense 2017-01-24
Page Count 81
Keyword
  • E Ink
  • EPD
  • eReader
  • Differentiation
  • Kindle
  • Monopoly
  • Amazon
  • Abstract 《Research Topic》
    Kindle, in Year 2007 for its first time in the world, launched its first eReader with E Ink EPD inside. Then, in Year 2008, Chinese local branded companies launched the first eReader in China market. However, Kindle immediately grabbed about 95% of Chinese market share after entered the Chinese market in 2013. This paper focuses on the study of Kindle's marketing strategy, advantages, and disadvantages, and then provides constructive strategies to China local brands in order to break the monopoly situation of the Chinese market by Kindle.
    《Research Design》
    This paper first analyses the external factors of Chinese eReader market through PEST analysis, and then utilizes SWOT and 4Ps analysis to study the strength, weakness, and marketing strategy of Kindle. Finally, this paper takes China Local Brand, D Company, as a case study, and provides constructive strategies to D Company based on SWOT, STP, and 4Ps analysis.
    《Research Result and Contribution》
    Kindle, who grabbed about 95% share, monopolies Chinese eReader market. Based on PEST, SWOT, STP, and 4Ps analysis, this paper suggests differentiation strategy to Chinese local eReader companies. Through providing a total different user experience to end users, local eReader companies may have chance to win a place in China market.
    Advisory Committee
  • Ming-Chang Chen - chair
  • Chin-Kang Jen - co-chair
  • Hao Ren - advisor
  • I-Heng Chen - advisor
  • Files
  • etd-0108117-155049.pdf
  • Indicate in-campus at 3 year and off-campus access at 3 year.
    Date of Submission 2017-02-14

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