|dc.description.abstract||In 2008, global computer market demand followed the sequence of, at the top, China, then the Asian Pacific, USA and Europe. Because China has tremendous demand for notebooks, all famous international brands seized the market competitively, and followed various active, diversified and flexible marketing strategies. In view of this, the study explores the current situation of the NB in Mainland China and the industrial analysis, to further explore Case A Company’s (Brand A’s) marketing strategies, competitive strategies and the direction of future developments in Mainland China.
First, the study explores the current market situation and developing trends in the NB industry in Mainland China. Second, by using Porter’s (1980) Tool of Industry Analysis and Kotler’s (2006) theoretical structure of marketing strategy, the study conducts a SWOT analysis of industrial appraisal, and explores both Brand A’s marketing strategies and the direction of future developments in China. The study adopted qualitative research methods to first survey the literature, and then undertook a Key Information Survey.
To sum up the results of the literature review and case study, the conclusions are: 1. Target Marketing: Brand A should confirm different market segments (niche markets), to provide better NB designs, prices, channels and services, in order to satisfy target customers. 2. Channel strategy emphasizing “push” and “pull”: When managing distribution channels, A Company should utilize their sales teams and money to guide distributors to order, promote and sell Brand A’s products to consumers. 3. Develop effective promotion strategies: in order to get into the target market and establish brand exposure, Brand A should apply a diversified communication strategy and advance toward integrated marketing broadcasting in the Mainland China market. 4. Brand strengthening: for many years, A Company has endeavored to create and establish its brand; however, it still needs to improve regarding the establishment of a powerful brand and the design of all its marketing activities.
Regarding Brand A’s future developments in China, the study makes the following suggestions: 1. Performance-price ratio of products: Brand A should aim for stronger product development than its competitors. 2. Brand positioning: Brand A can’t unfold its brand value in Mainland China; therefore, it should have Chinese consumers believe Brand A is an international brand, not a Chinese or Taiwanese brand. 3. Green product: When promoting in the China market, it is important to design NBs that are green and easily dismantled, without haloid elements. 4. Cost control: For Brand A, the important issues are how to use online information systems to grasp distributors’ and consumers’ needs to balance supply and demand.