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| 研究生： |
林建宏 Lin, Richard |
|---|---|
| 論文名稱： |
無線身分辨識系統產品經銷策略 Product Distribution Strategy for Radio Frequency Identification Products |
| 指導教授： | 邱志聖 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 經營管理碩士學程(EMBA) Executive Master of Business Administration(EMBA) |
| 論文出版年： | 2006 |
| 畢業學年度： | 94 |
| 語文別： | 英文 |
| 論文頁數： | 63 |
| 中文關鍵詞： | 無線身分辨識系統 、經銷策略 |
| 外文關鍵詞： | RFID, Product Distribution Channel Strategy |
| 相關次數： | 點閱：77 下載：0 |
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Radio Frequency Identification (RFID) has recently (2005) become a sizzling topic for discussion (Lewis 2004). It is not only the subject of conversations among engineers but also the center of focus for venture capital investors and start-ups. However, behind these glamorous scenes, there are many failures in product launches, unsuccessful business operations, and worth thinking business opportunities. Is it our expectation for this revolutionary technology too high or the business strategy is fundamentally wrong?
As with other emerging new technologies, adequate distribution channels are required to bring commercialized RFID products to people’s daily lives. However, as with different commercial products, dissimilar product nature and characteristics require different distribution channel strategy.
Radio Frequency Identification (RFID) has recently (2005) become a sizzling topic for discussion (Lewis 2004). It is not only the subject of conversations among engineers but also the center of focus for venture capital investors and start-ups. However, behind these glamorous scenes, there are many failures in product launches, unsuccessful business operations, and worth thinking business opportunities. Is it our expectation for this revolutionary technology too high or the business strategy is fundamentally wrong?
As with other emerging new technologies, adequate distribution channels are required to bring commercialized RFID products to people’s daily lives. However, as with different commercial products, dissimilar product nature and characteristics require different distribution channel strategy.
1. Introduction
1.1 Objective
1.2 Thesis Organization
2. RFID Technology
2.1 Introduce to RFID Technology
2.2 Application Description
2.3 RFID Market Outlook
2.4 Major Players and Competitors
3. A-company
3.1 A-company Background Introduction
3.2 General Product Description
4. 4-C Marketing Structure
5. Distribution Channel Analysis
5.1 Market Segmentation
5.2 Target Market
5.3 Definition of Distribution Channels
5.3.1 System Integrator (SI)
5.3.2 Buy and Sell Distributor
5.3.3 Distributor with System Integration Capability
5.3.4 Direct Account
5.3.5 End User
6. Implication and Strategy Analysis
7. Conclusion
1. Chiou Jyh-shen (2006) “Strategic Marketing Analysis, Framework & Practical Applications” Bestwise Publishing
2. EPC Standard
3. ISO/IEC FDIS 15693-1 (2000), “Identification cards – Contactless Integrated Circuit(s) cards – Vicinity cards – Part I: Physical Characteristics”
4. ISO/IEC FDIS 15693-1 (2000), “Identification cards – Contactless Integrated Circuit(s) cards – Vicinity cards – Part II: Air Interface and Initialization”
5. Finkenzeller, Klaus (2003) “RFID Handbook” Wiley Publishing, Inc.
6. Griffin, Susan and Williams, Collin (2005), “RFID Futures in Western Europe” Juniper Research.
7. Lewis, Steve (2004) “A Basic Introduction To RFID Technology And Its Use In The Supply Chain” Volume 7, Achieving Supply Chain Excellence Through Technology
8. Mital, Tarun “The Emergence of RFID Technology” ISRC Future Technology Topic Brief / Radio Frequency Identification
9. Philips, Carol (2004) “RFID: A Game Changing Technology” Artafact
10. Songini, Marc (2006), “Wal-Mart Details its RFID Journey”ComputerWorld
11. Sweeney, Patrick J. II (2006) “RFID Basics” Wiley Publishing, Inc.
12. Webb, Steve (2005) “RFID with ROI” Integrated Solutions
13. Zeisel, Eva and Sabella, Robert (2006), “RFID+ Exam Cram” Que Publishing
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