Retail Strategy of Mobile Devices
Date Issued
2014
Date
2014
Author(s)
Lin, Sy-Hwan
Abstract
Since the market of mobile devices grows dramatically and the functions of mobile devices improves quickly, the demand of customers may change rapidly. To meet the requirements of customers instantaneously, mobile device manufacturers need sufficient flexibility to face fierce and increasing competition. On the other hand, the mobile devices provided by various manufactures have more and more functions, features or apps in common. The substitutability between mobile devices has increased significantly in the recent years. Therefore, in this thesis, we propose a model to investigate how the retail strategies of mobile device manufactures are affected by substitutability and flexibility. The competition between manufacturers becomes fiercer as the substitutability between mobile devices increases. By introducing flexibility into the competition model of retail strategy, manufacturers have more abilities to meet customers’ requirement and maximize their profits. Our proposed model can find not only equilibrium regions which are similar to those in the previous studies, but also some distinct equilibrium regions which have never been explored. The results may provide manufacturers new insights to implement retail strategies. In addition, we discuss managerial and theoretical implications of the effects of substitutability and flexibility on retail strategies. The proposed model may help manufacturers choose profitable channel structures and formulate competitive retail strategy in mobile device industry.
Subjects
競爭模型
零售策略
通路管理
行動裝置
賽局理論
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-103-R01725031-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):3e1de48e18a0ed16c8f744017b0e8f33