| dc.description.abstract | 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. | en_US |