簡易檢索 / 詳目顯示
| 研究生： |
林正峯 Lin, Jeff |
|---|---|
| 論文名稱： |
相機鏡頭保護鏡之新產品上市計畫 Operating and launching strategies for camera lens protector |
| 指導教授： | 康榮寶 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2012 |
| 畢業學年度： | 100 |
| 語文別： | 英文 |
| 論文頁數： | 49 |
| 中文關鍵詞： | 相機 、鏡頭 |
| 外文關鍵詞： | Camera, Lens |
| 相關次數： | 點閱：93 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
The demand of digital cameras in Taiwan has been steady increasing during 2011 to 2012; the total sales volumes are expected to be positive in the future. On other hand, due to consumers are pursuing higher quality lives, they buy more functionalities cameras. As DSLR cameras are too heavy and low-end digital cameras have low functionalities, which are why DSLR-like cameras and high-end digital cameras have become more popular recently. Despite the increase sale of cameras, the qualities of cameras accessories are still in chaos, especially in products like camera lens protector. There is no such a high C/P value of camera lens protector in the Taiwan market.
Because of the above opportunity, some of my friends and I have founded a company to produce a high C/P value of camera lens protector. Our company vision is to product the best quality camera lens protector with medium price in Taiwan. Our company goal is to reach 50% market share in the camera accessories market. We have our own R&D in Taiwan, and guarantee that our products will be made in Taiwan.
Our camera lens protector will be mainly sold in Taiwan in the beginning of year. About our channel selections, we will mainly focus on some independent stores in Bo-Han camera areas, two largest 3C chain stores. In order to sell our products to those independent and chain stores, pre-launching marketing is also needed. We will provide POSM to channels, incentives to sales people, and internet marketing to promote our products. When our products are steady in Taiwan, our company will be discovering more export sales in overseas. We are looking forward to doing OEM or ODM, if there were any opportunities in the future.
1 Introduction
1.1 Business Overview.……………………………………….……..………..1
1.2 Vision and Goal…………………………………………………………...2
2 Camera Market Overview in Taiwan
2.1 Market Overview………….………………………………………………3
2.2 Market Trend……………………………………………………………..25
3 Marketing and Sales
3.1 Product and Competitor Overview……………...………………………..26
3.2 Target User………………………………………………………………..30
3.3 Sales Channel.…………………………………………………………….31
3.4 Marketing Tactics: Advertising and Promotion…………...……………...38
3.5 Internal and External Analysis (SWOT) .………………………………...41
4 Finance
4.1 Income Statement.…………………………………………….…………..44
4.2 Balance Sheet.……………………………………………………….……45
4.3 Cash Flow.……………………………………………………………...…46
5 Conclusion
5.1 Business Plan Overview and Future Plan……..……………...…………..47
APPENDIEXS
REFERENCES………………………………………………………………………49
Books and Articles
Websites
Books and Articles
1. GFK Taiwan Digital Cameras Research (2011). GFK Company
Website
2. Senao International Co., Ltd.
http://www.senao.com.tw
3. Tsannkuen 3C
http://www.tkec.com.tw
4. eWhat Cameras
http://tw.user.bid.yahoo.com/tw/show/aboutme?userID=Y5357076579
5. BigCameras
http://www.bigcamera.com.tw/
6. GFK Company- Taiwan
http://www.gfkrt.com/countries/taiwan/index.en.html
此全文未授權公開