黃恆獎 博士臺灣大學：國際企業學研究所董家濬Tung, Chia-ChunChia-ChunTung2007-11-282018-06-292007-11-282018-06-292006http://ntur.lib.ntu.edu.tw//handle/246246/60209Abstract Accompanying with the diverse functions and the continuous development related with the wirless communication technology, such the communication products have been already become the most valued market behind PC age. According to the IDC (International Data Corporation) research, the global market scale of communication chip went to reach USD 5 billion in 2008.Under the essential requests for function and the shape of light, thin, short, and small in electronic products, each kind of communication related components supplier will become a huge market, most notably the Radio Frequency Chip (RFIC). As for the meliority of digital communication techniques, various digital communication media like Digital Audio Broadcasting (DAB) develop fast and raise the requirements of high-quality audio/video human go after. To broadcast, no matter under any broadcasting system, consumers were not only listening through a receiver but also also need a component of tuner to reache the choosing function.It is clear that the receiver with tuner is very important to the broadcasting industry especial for DAB, the next generation broadcasting system. Saying for the various management functions of international enterprises, marketing has the most challenge and importance to the decision function for success or failure of the enterprise.This research would like to use the theorems of Technology Adoption Life Cycle、First Mover Advantages and Strategic Alliance by the past scholars, with the empirical evidence based on a case of RF Tuner IC design house. It hopes to provide some references for planning the marketing strategy to such RF IC design houses.目錄 誌謝辭..........................................i 摘要...........................................ii 目錄............................................I 表目錄........................................III 圖目錄.........................................IV 第一章、緒論…..................................6 第一節、研究背景與動機..........................6 第二節、研究問題與目的..........................7 第三節、論文章節架構……........................8 第二章、相關文獻探討...........................10 第一節、國際化策略.............................10 第二節、技術採用生命週期和鴻溝理論.............13 第三節、先進者優勢.............................18 第四節、策略聯盟...............................21 2-4.1垂直式聯盟................................22 2-4.2水平式聯盟................................23 2-4.3不對稱聯盟................................24 第三章、廣播系統介紹...........................25 第一節、廣播的定義.............................25 第二節、廣播的分類.............................27 第三節、數位廣播產業...........................28 3-3.1 簡介.....................................29 3-3.2 核心技術.................................32 3-3.3 系統架構.................................36 3-3.4 優勢.....................................39 3-3.5 射頻相關技術.............................40 第四節、各國數位廣播產業.......................44 第五節、數位廣播接收機市場狀況.................49 第一節、個案公司簡介...........................55 第二節、產品策略...............................57 第三節、先進者優勢策略.........................64 第四節、策略聯盟策略...........................68 第五節、F公司未來面臨的機會....................73 第五章、結論與建議.............................80 第一節、研究結論...............................80 第二節、管理意涵...............................81 第三節、研究限制...............................82 第四節、後續研究之建議.........................83 參考文獻.......................................851262420 bytesapplication/pdfen-US行銷策略射頻晶片marketing strategyRFICthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60209/1/ntu-95-R92724105-1.pdf