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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63972


    Title: 以國外授權品牌進入台灣與中國市場的行銷策略-以製筆業A公司為例
    Authors: 王麗碧;Wang,Li-Pi
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 國際行銷策略;授權品牌;進入模式;Entry Mode;International Marketing Strategy;Licensed Brand
    Date: 2006-06-07
    Issue Date: 2014-05-08 15:39:14 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 近幾年,台灣文具產業面臨嚴峻的考驗,由於中國大陸龐大市場的興起,加上全球投資者的狂熱,許多中小型文具企業都陸續結束在台灣的營業而轉戰中國市場,如銅料加工廠、模具攝出廠、塑膠製模廠等,都跟著上游廠商前往大陸開創第二春,再加上許多下游工廠的相繼關閉或廠遷大陸,因此,屬於文具類的製筆產業更遭受史無前例的重擊,因為國際買者最關切的重點,莫過於成本和交貨速度,而台灣相關製筆業者也大都無法與中國大陸的低價產品做競爭和比較,於是造成進口筆類的原物料供應,開始無法正常的順利推展;另一方面,由具一定規模的中國製筆協會可觀察出,中國政府對大陸製筆行業的全力支持,而對岸積極研究並取得來自台灣以及其他國家的製筆技術後,已在成本和開發速度方面,開始超越台灣,因此,對未來有意進入中國市場的台灣製筆業者,必須做行前的市場考量以及評估未來應採取的行銷策略方式;同時,有鑑於台灣消費者對國外授權品牌的認知與接收度,已到成熟的階段並對品牌也有一定的忠誠度與喜愛,而大陸消費者對品牌的認識才剛萌芽,因此希望透過對個案公司的研究與分析,更能加深探討有關以國外授權品牌分別進入台灣和中國市場的模式與行銷策略。
    本研究是以Root(1987)的進入模式以及 E. Jerome McCarthy(1960)提出的行銷組合(定價、產品、通路、推廣)為基礎,並以在台灣開始進行行銷策略的個案A公司為實證與研究對象。
    ;In recent years, Taiwan stationery industry has been facing with stern challenge that never had before. Because of the economy growing rapidly, Mainland China has become an enormous market to the worldwide investors. So as to make more capitals flew into this land and try to gain profit from this new market as well. Under this circumstance, more and more stationery enterprises with middle or small scale have already decided to close the factories in Taiwan, but move to China instead, such as copper material processing factory、mold-injection plant、plastic pattern making factory and so on. Taiwan pen manufactures therefore can not compete or compare with the low labor cost and raw material from China. On the other hand, if you look at into the China market, there is an official institute supported from the government called “China Writing Instrument Association ”which was established for China pen industry especially. Because of this strong back-up, China pen industry is growing fast and also learned the skill with a certain level from Taiwan or other advanced countries for how to produce one pen. With this advantage supported by the government, they can offer products with faster delivery and lower cost to the global buys. And that’s why Taiwan can not compete with them in this aspect.
    Due to this factor, for those pen enterprises who intend to enter the Chinese market in the near future, it is necessary that must think over and evaluate careful about how to choose a correct and proper marketing strategy for the next movement. In addition, consumers from different countries will have different addiction to the brands that they appreciate. Most of Taiwan consumers have already had a certain loyalty to the brand for nowadays, but the ones from China are still not stable to build their loyalty to the brand and they are just a new beginner who tries to understand what is brand, most of them haven’t had any respect to the patent issue at the time being. With all these points and aspects, the purpose of taking research in this thesis is to find out how to adopt different marketing strategies by taking overseas licensed brands to enter into Taiwan and China markets, then to analysis what factors would influence the outcomes by using different entry mode and marketing strategies.
    This research is built up with the foundation by the entry mode concept from Root (1987) as well as the 4P(Product, Price, Place and Promotion) of marketing mix from E. Jerome McCarthy (1960). And the case study is to carry on the marketing strategy by having interview of A Corporation as the real diagnosis and the research object.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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