手工具業臺商在中國大陸市場之行銷策略探究 : 以某捲尺廠為例

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Title:	手工具業臺商在中國大陸市場之行銷策略探究 : 以某捲尺廠為例
Other Titles:	Taiwan hand tool industry in China to explore the mainland market, its marketing strategy-taking a tape measure manufacturer for example
Authors:	陳雅玲;Chen, Ya-Lin
Contributors:	淡江大學國際企業學系碩士在職專班黃哲盛
Keywords:	行銷策略;行銷組合;台商;手工具業;捲尺;中國大陸市場;Marketing strategy;Marketing Mix;Taiwan Businessmen;Tool Industry;Tape Measure;China market
Date:	2011
Issue Date:	2011-12-28 17:58:51 (UTC+8)
Abstract:	傳統的手工具產品製造業如何從過去傳統的作法進行改革和轉型，以及如何在OEM與OBM之間找到平衡點，都是必須面對的問題，本論文重點在針對捲尺廠家在中國華南地區市場為例，在產品品質、價格以及在行銷策略上等等方面進行探討，又如何面對國際大廠以及本土同業的製造廠的衝擊與挑戰，試圖找出因應的策略。透過競爭者分析了解競爭對手的行銷模式，並探討個案公司的4Ps策略和SWOT分析，從內部的資源到外在的環境來分析整個捲尺產業，歸納出未來的經營策略如下：（一）在產品方面，提升新產品品質和研發能力，創造高附加價值之產品，提昇產品附加價值增加市場競爭力，延續產品生命週期。（二）在成本方面，強化產業分工合作關係，透過垂直整合及策略聯盟方式建構出產品價值鏈，以增強競爭力。（三）在銷售方面，分散外銷市場，調整國內產業選擇與強化中國大陸在地市場結構，塑造內部穩定的經營環境，建立兩岸技術 ,生產, 銷售的分工體系。 A traditional industries, he was trying to find a balance between OEM and OBM business while he transform & reform his business model, they were the factors that he was facing to the problem. On this paper, taking a tape measure manufacturer on the Chinese market as a sample; how to keep improving his product quality, prices and branding of the line etc. Furthermore, how to deal with international brand and local manufacturers with the industry''s impact and challenges, and tried to find the marketing strategies to cope with. By the competitor analysis to understand the competitors’ the marketing model and based on the 4Ps theory to study of the case company’s strategy and SWOT analysis which were from the internal resources to the external environment to analyze the tape industry. To summarize some of strategies for the reference, below: 1. In terms of products, to enhance product quality and R & D capabilities, and create high value-added products, which were to increase market competitiveness, extend the product life cycle. 2. In terms of cost, to strengthen the industrial division of labor relations, through vertical integration and strategic alliances to build up a product value chain, to enhance competitiveness. 3. In sales, to spread of markets, adjust the choice and strengthen the local market structure, shape the internal stability of the operating environment, the establishment of cross-strait cooperation model on the technologies,productions and sales.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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