近年來，歐美企業隨著全球化的趨勢逐漸外移到國外，而義大利搪瓷產業市場也因歐美環保意識抬頭，搪瓷產業陸續外移到國外設廠，造成義大利當地的搪瓷原料需求減少，造成到搪瓷原料產業市場萎縮，許多企業為了生存，離開義大利，進入國際市場。 2008年全球經濟環境雖受國際金融危機等因素影響而普遍低迷，中國卻因各種國際會展、體育活動的陸續推出，其相關舉辦城市為了迅速拓展城市建設與經濟文化的氛圍，當地政府積極採用眾多優惠政策來吸引國際品牌進入中國大陸市場。因此相關供應鏈產業受到注目，許多企業看準如此商機前進中國市場，開啟跨國業務的發展。 本研究目的，主要探討義大利搪瓷製造工廠進入中國市場之外部環境及其產業發展狀況，深入分析個案公司進入中國大陸市場的動機與針對不同的地區所採取的經營模式，並仔細評估個案公司在中國大陸之競爭策略及未來發展方向，以提供作為未來26進入國際市場業者之參考依據。 本研究以個案分析進行探討，以 Kotler & Keller (2003)「企業進入國際市場的模式」做為理論基礎進行深入分析。個案公司在進入大陸市場前先進行中國搪瓷產業環境的評估與調查，在集團母公司與當地政府的協助下以獨資的方式發展沿海地區的主要經濟重點城市，並配合各地區的經濟環境，採取差異化的營運策略：專注於四大產業，培養專業的技術團隊，帶給客戶安心的服務，進而取得客戶信任成為長期合作夥伴。 對於個案公司經營層面的相關策略，本研究採用競爭者分析：策略群組分析。結果顯示個案公司應專注於技術導向的市場經營模式；並利用外資企業在中國市場所建立的品牌形象，強化與客戶及設備商之間的合作關係，透過產品的獨特性提升市場競爭力。;In recent years, European and American enterprises gradually move abroad with the trend of globalization. With environmental awareness rises, Italian enamel makers are moving their factory to abroad. Decreased demand for raw material result in a shrinkage of the enamel raw materials industry. Many companies enter international market in order to survive .
In the year of 2008,the global economic environment is generally affected by the international financial crisis and other factors. However in China, regional areas are expanding urban construction and economy .Government is holding many exhibitions and sports activities to attracts international brands to enter the market by offering many preferential policy. Therefore many enterprise join the market and diverse supply chains . The purpose of this study is to discuss the external environment of the Italian enamel manufacturing factories entering the Chinese market and the development of their industries. By studying the motivation , diverse operation models ,strategy and future plan to set the example for other corporations .
Using Kotler & Keller (2003) "The Mode of Entering the International Market"as the basis for further analysis .With the case study,it has donethe industrial environment assessment and investigation in advance before entering Chinese market. With the support from mother company and local government,it operates as sole proprietorship corporation. Adopting differentiated operating strategies to match with regional economic environment ,focusing on four major industries, training professional technical team and offering reliable service to be the long term partnership with customers.
This research has adopted competitor Analysis -Strategy Group Analysis to present the case study.It approves that the case study company to adopt technology-oriented market business model by building up the foreign investment enterprise branding image to strengthen the co-operation with customers and facility providers and through the uniqueness of the product to enhance market competitiveness.
