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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-09-25编辑:felicia点击率:36606
论文字数:16294论文编号:org201409251613477111语种:英语 English地区:中国价格:免费论文
关键词:管理项目笔记本电脑行业消费者感知品牌沟通Notebook PC IndustryConsumer Perception
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There were more than 10 respondents who mentioned HP and Compaq at the same time. Moreover, almost 80% of respondents mentioned IBM rather than Lenovo. That is to say consumers aware that HP and Compaq are two different notebook brands. Conversely, Lenovo has not gained much awareness from Taiwanese consumers even Lenovo purchased the IBM PC and notebooks department. IBM is not a brand name of Lenovo notebook.
Interestingly, in terms of top-of-mind awareness, almost 30% of respondents put Sony in first place, making it brand leader for customers in this research. It was different from our assumption that Asus, Acer, HP and Lenovo are the top four brands in the Taiwanese's minds. This is followed by Asus, HP, Apple, Acer, Lenovo and Toshiba, with the final 5 % divided among Dell, Fujitsu, Benq and NEC. From our comparison of market share discussed in chapter 1, it is worth noting that although Sony has high brand awareness this is not reflected on sales shipment units.
Question 4 examines brand preferences by aided awareness. We turned into focusing on the four main notebook brands based on 2007 Q3 market share (IDC research report), Asus, Acer, HP and Lenovo in order. '1' means 'buy it nowadays', '2' means 'bought in the past no longer buy it', '3' means heard of it but not bought it' and '4' means 'never heard of it'.
From this question, we can see that HP has 14% of current consumers in the Taiwanese market, 4% less than Acer and 16% less than Asus. As far as brand switching is concerned, small parts of consumers who used to buy certain brands now tend to switch brands. All four brands showed this trend, with Asus having the highest switching percentage. This suggests that while this brand has been popular with consumers, in the current notebook market they are likely to switch to other brands. In contrast, Acer, HP and Lenovo have a smaller number of consumer switches, with 9%, 5% and 3% respectively.
On the other hand, some people might know a brand name, but have never actually bought the brand's products. In this research, Asus, Acer and HP are the top for brand recognition, followed by Lenovo. In fact, in the Taiwan notebook market, very few consumers do not know any brands from this list. Only one respondent had not heard of Asus and HP. However, 23 people had never heard of Lenovo possibly because some people did not recognise Lenovo as IBM. Looking at HP, even though it gained the highest level of brand recognition, only 19% of respondents had bought an HP notebook. Therefore, transferring consumer awareness to purchasing action is a critical issue for HP if it wants to expand its notebook business in Taiwan.
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