특수 모니터 시장의 산업재 마케팅 전략 연구
- 발행기관 서강대학교 경영대학원
- 지도교수 임채운
- 발행년도 2007
- 학위수여년월 2007. 8
- 학위명 석사
- 학과 및 전공 경영대학원
- 식별자(기타) 000000104231
- 본문언어 한국어
목차
Recent technological development has changed the platform of display product from CRT to flat panel display such as TFT LCD and PDP. Distinctive features of flat panel display has stimulated strong demand for consumer display products as well as industrial display products.
In particular, applications of flat panel display for medical, broadcast, and military monitors contributed to the growth of special monitor industry which offers attractive opportunity for small and medium-sized hi-tech companies.
The purpose of this study is to investigate the marketing strategies prevalent in special monitor industry and to explore generalizable marketing guidelines that may be helpful for small hi-tech ventures. Two Korean special monitor firms were selected as the subject of case study since they hold leading positions in Casino gaming monitor and medical monitor respectively. Similarities and differences in their marketing strategies are identified and implications from industry analysis and case study are discussed. Results of this study may be used for understanding industrial marketing dynamics in hi-tech niche markets.
목차
Recent technological development has changed the platform of display product from CRT to flat panel display such as TFT LCD and PDP. Distinctive features of flat panel display has stimulated strong demand for consumer display products as well as industrial display products.
In particular, applications of flat panel display for medical, broadcast, and military monitors contributed to the growth of special monitor industry which offers attractive opportunity for small and medium-sized hi-tech companies.
The purpose of this study is to investigate the marketing strategies prevalent in special monitor industry and to explore generalizable marketing guidelines that may be helpful for small hi-tech ventures. Two Korean special monitor firms were selected as the subject of case study since they hold leading positions in Casino gaming monitor and medical monitor respectively. Similarities and differences in their marketing strategies are identified and implications from industry analysis and case study are discussed. Results of this study may be used for understanding industrial marketing dynamics in hi-tech niche markets.
