Abstract
The “Innovation” is the power of high technology industry. It is very important issue how to integrate technology innovation and marketing strategy to get good sales performance. This thesis is about the competitive dynamics of Taiwan mobile phone industry in 2002-2005. We try to find key factors of strategic transition from four companies-Motorola、Nokia、BenQ and Okwap. The conclusion is two parts. (1)The type of strategic innovation in life cycle A: Radical innovation can get good sales performance in developing stage. B: Incremental innovation can get good sales performance in mature stage. C: It is better to take technology innovation in developing stage. It is better to take management innovation in mature stage. D: Technology innovation order: (1) Practical function innovation; (2) Integrated function innovation; (3) Industrial design innovation. E: Management innovation order: (1) Normal promotion; (2) Build brand; (3) Channel and service innovation. (2)Marketing leader and Marketing challenger A: Marketing challenger is pusher in market. B: Marketing challenger shall take incremental innovation and find niche in developing stage. C: Marketing challenger shall take radical innovation and Channel and service innovation in mature stage. D: Marketing leader shall focus on technology entrance and competition. E: Marketing leader shall take brand、innovative product quantity and service to build advantage.