The Business Model of Co-branding :An Example of Smart Phone Vender and Operator
Date Issued
2005
Date
2005
Author(s)
Kuo, Ming-Jen
DOI
zh-TW
Abstract
The Business Model of Co-branding : An Example of Smart Phone Vender and Operator
The handset price is dropped rapidly due to the market competition for the past two years. The strategic alliance between branding handset suppliers and operators become more and more popular. This study will analyze the business model between Microsoft Windows Mobile based smart phone vender and operator.
There are two case studies in this study, one is an alliance in Asian market and the other one is an alliance in European market. We review the below items of the two cases : co-branding, ingredient branding, marketing fit, cooperation motivation, cooperation variance and adaption.
Subjects
行銷聯盟
營運模式
品牌聯盟
價值鏈
交易成本
智慧型手機
Business model
Transaction cost
Value chain
Co-branding
Marketing alliance
Smart phone
Type
thesis
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ntu-94-P91746004-1.pdf
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