| 摘要: | 本研究旨在探討健身器產業進入中國大陸之行銷策略，並以個案公司進入中國大陸行銷策略成功之關鍵因素進行研究。以往研究僅針對台灣的健身器材產業為主，很少就健身器材產業進入中國大陸後的行銷策略作研究，並分析其進入後如何經營成功的關鍵因素作探討。
經相關文獻探討、建構本研究之研究架構、探討產品策略、定價策略、通路策略與推廣策略，及其配合之類型對經營績效之影響，並以策略矩陣之方法驗證，行銷組合策略對健身器材產業進入中國大陸成功因素影響之程度。在實驗研究方面，針對亞洲第一大，也是全球前四大中，唯一一家台資企業的健身器材公司，進行深入訪談，並實證研究，所獲得之重要結果。
以個案公司之發展歷程，從草創期進入製造轉型期再到行銷轉型期的品牌發展路徑，研究個案公司的經營策略與經營理念。個案公司進入中國大陸市場之策略以產品線的廣度及特色，目標市場的區隔與選擇，針對不同之目標市場強調品牌，並以不同之品牌分佈擴充廣度，滿足不同目標市場之需求。利用通路專業人才規劃通路發展架構，形成垂直整合策略，以策略分析理論和產業價值鏈的關係，深入探討個案公司在中國大陸之行銷策略。本文採用策略矩陣法、SWOT分析法、行銷策略分析法研究證實得知，個案公司進入中國大陸的行銷策略以及行銷策略中的關鍵成功因素。
;This study aims to explore the marketing strategy of fitness equipment industry after entering into mainland China, and the critical factors in successful marketing strategy case. The previous studies in this field always focus on the fitness equipment industry only in Taiwan, rarely aim to the marketing strategy in mainland, let alone analyze the key factors making their success after entering into mainland.
After relative literature review, we build up structure of this research, discuss product strategy, price strategy, channel strategy, and promotion strategy. Moreover, we analyze the influence of different cooperation types on business performance. Additionally, we use strategy matrix to search out the level of effect on marketing strategy on fitness equipment industry performance after entering mainland China. In experimental analysis, we focus on a fitness equipment corporation of Taiwan, which is the biggest of Asia also one of the top four biggest in the world. After interview and example research we got some very important results.
This paper, based on the development course of certain application case company and its brand development process, from foundation to manufacturing transition period, and then transferring into marketing transition period, gets a research into the operation strategy as well as the business concept of the application sample. The strategy of target company to access into market of mainland China include: extending the breadth and characteristics of product lines, marking off and selection of target market, highlighting brand in different markets whereas using diversified brands to make up the market breadth, to satisfy the requirement of different markets. It uses the experts to design the structure of distribution channel in order to form the vertical integration strategy. Moreover, it uses relation between strategy analysis theory and industrial value chains to deeper analyze marketing strategy of target company. This study uses strategic matrix, SWOT, marketing theories to analyze marketing strategy of target company of accessing into mainland China and its critical elements of success. |
