| dc.description.abstract | Executive Master of Business Administration, School of Management,
National Central University
Researcher: Eric, Wei-Shinn Loo Advisor: Prof. Dr. Hsiao-Mei Lee
Topic: An Empirical Case Study Research On Taiwan Machine Tool Industry For International Marketing Strategy and Marketing Channel
– An example of AWEA Mechantronic Co., Ltd
The research of the relationship of International Marketing Strategic Planning and Performing Marketing Channel is playing an important role as the marketing principles. The marketing performance of Taiwan Machine Tool Industry has been contributing practically, but not been deeply researched and explored yet. This research focuses on the Literature review on the Marketing Strategy and Channel, also a case study of a specific Taiwan machine tool company.
It is a must for all Taiwan machine tool builders to go into the global market owing to the little demand in Taiwan. In early period, most Taiwan builders concentrated on the US market, but then they relocated the marketing strategy to focus on Europe or other markets, since the US government had used VRA as the National Security excuse in 1987 to Taiwan and Japan builders. The VRA eventually terminated in 1993 July, yet most of the Taiwan builders have settled their global marketing channel successfully. In addition, before 2001, the Taiwan machine tool exporting ratio has the average of 70% merely, but in 2001 climbing up to 108.6% dramatically. The unreasonable ratio of breaking 100% is because the investment in China from Taiwan’s exporting for not only the new equipment but also the re-build used machinery. Take these examples, Taiwan machine tools builder conspicuously accumulating their international marketing experience.
The research constructs the Theory structure and provides a pioneering case study of the international marketing channel for a listed company – Awea Mechantronic Co., Ltd., which empirically finds marketing strategy and channel do affect the decision making. The outcomes of the research are as follow:
1. Marketing strategy includes the aspects of strategy survey, target planning, confirmation, development and management.
2. Channel development includes the aspects of partnership development, selection and evaluation.
3. Channel management includes the aspects of trade management, conflict management, encouragement and performance evaluation.
Keywords: Machine Tool Industry, Machine Tools, Global Marketing strategy, Marketing Channel, CNC | en_US |