| dc.description.abstract | The pace of industrialization and urbanization has been rapidly improved, and the living standard has also been relatively improved since China′s reform and opening up. China′s infrastructure construction, industrial production, housing and so on present the vigorous upward growth, along with the Chinese electric power market unceasing expansion provides the good development prospect for the low-voltage electrical appliance manufacturer. Taiwanese manufacturers of low-voltage electrical practitioner have been setting up factories in China, but have been forced out of Chinese market after competition with foreign and domestic Chinese enterprises
The purpose of this study is to discuss the general situation of the low-voltage electrical appliance industry in China′s low-voltage electrical appliance market and to analyze the business strategies of selective TAIWAN-funded enterprises in China. This study used case analysis, through collection of secondary data and conducted in-depth interviews with the former and current senior management of the company. To review and discuss the marketing strategies of T company in the Chinese market for 18 years, and to understand those marketing strategies which are improper and missed business opportunities.
This study proposes four conclusions, including: (1) the marketing strategy of an enterprise should be adjusted rapidly with the change of external market environment; (2) enterprises should expand the market through competitive and cooperative strategies and complementary advantages; (3) the enterprise organizational structure adjustment is not perfect, resulting in poor business performance; (4) the promotion strategy still maintains the traditional monotonous way and does not keep pace with The Times. In view of the above conclusions, this study proposes corresponding marketing strategies and organizational structure recommendations, including: (1) product optimization to maximize the purchase and bargaining of parts to improve product profit; (2) develop new series of low-grade products to compete with local competitors for market share and expand market share; (3) research and development of intelligent low-voltage electrical products; (4) adjust the original price system, compete with foreign competitors, and use low-grade products to compete with local competitors in price; (5) establish customer management system, and key customers will be directly traded and service by the company; (6) increase the network promotion model; (7) re-evaluate the organizational structure of production-marketing separation. This study provides Suggestions for Taiwan enterprises who intend to access emerging markets in the future. | en_US |