| dc.description.abstract | 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.
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