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新興市場的產品行銷策略 = The Marketing Strategy...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

新興市場的產品行銷策略 = The Marketing Strategy in Emerging Markets：A case of Marketing an Aluminum Wheels in Vietnam : 以鋁輪圈產品在越南市場行銷為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Marketing Strategy in Emerging Markets：A case of Marketing an Aluminum Wheels in Vietnam
副題名:	以鋁輪圈產品在越南市場行銷為例
作者:	戴勝裕,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	69面圖，表格 : 30公分;
標題:	新興市場
標題:	Emerging Markets
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/21043757330751212977
附註:	參考書目：面56-57
其他題名:	以鋁輪圈產品在越南市場行銷為例
摘要註:	緊跟在金磚四國(BRICs，巴西、俄羅斯、印度及中國)後的VISTA(越南、印尼、南非、土著其及阿根廷)五國中，目前台商最有機會的就是越南，因為越南政府從1986年提出了「經濟革新」，開始與世界經濟接軌，並自1988年開放外資企業投資，藉以促進並提升越南的經濟發展，其中越南南部成為了外國資金到越南投資的首選地區。越南是全世界第四大摩托車產量的國家，僅次於大陸、印度及印尼。全年產量為350萬輛。摩托車的鋁輪圈產品為個案公司的主力銷售產品,組裝在Honda、YAMAHA、Suzuki、Piaggio 及VMEP的摩托車上，60％的鋁輪圈業務來自OEM，40% 為售後服務市場.面對中國大陸的低價競爭。透過本研究深入探討，個案公司重新擬定行銷策略,深耕越南放眼整個東協的市場。本研究以深度訪談問卷調查，針對個案公司的高階主管問卷調查及訪談，並用SWOT分析、STP分析及4Ps分析個案公司的行銷策略。研究發現，越南與台灣文化相近且有許多的發展機會，很像早期台灣經濟起飛之時期；而致勝行銷策略為產品及通路，通路方面是要選對目標市場，由各大城市的大宗經銷商著手，而產品方面需要將自我產品品質提升，並採取差異化之產品銷售，要迎合當地的顧客。本研究成功行銷個案以提供台商於越南經營發展之參考及建議，希望本研究能帶來企業於越南行銷上的應變，可以提高競爭力，永續經營。 Followed in the BRICS (BRICS, Brazil, Russia, India and China) after the VISTA (Vietnam, Indonesia, South Africa, Turkey, Argentina) in the five countries, Taiwanese business people have the advantage of opportunity of Vietnam. Because Vietnamese government had “economic innovation” from 1986, began with the world economy, investment and opening up foreign-funded enterprises since 1988. In order to promote and enhance the economic development of southern Vietnam that has become the first choice for foreign capital to invest. Vietnam is an emerging country, has a Worldwide No. Four on motorcycle market following by China、India and Indonesia. The total volume was 3.5 million on 2011. The case company is a manufacturing of the Aluminum wheels for motorcycle, then install on Honda、Yamaha、Suzuki、Piaggio and VMEP motorcycle, 60% of Aluminum wheels business coming from OEM, 30% comes from the aftermarket. Due to the competitor from China used the low cost strategy to bit the market. Case company wants to through this research to find out a best practice on marketing strategy to gain the Vietnam market share and also forward to ASEAN market in the future. The study found that Vietnam and Taiwan’s cultures are similar and there are many opportunities for development, much like the early stage of Taiwan economic take off period. Product and Place are the winning marketing strategies. For Place, company can choose the right target market, by the big cities of distribution supplier to proceed. For Product, company need to be self-product quality improvement and take the difference of product sales, to cater to local customers.Successfully marketing the case in order to provide Taiwanese business development in Vietnam reference and suggestions and hope that this research can bring to the strain of the Vietnam marketing can improve their competitiveness and sustainable management.

新興市場的產品行銷策略 = The Marketing Strategy in Emerging Markets：A case of Marketing an Aluminum Wheels in Vietnam : 以鋁輪圈產品在越南市場行銷為例
戴, 勝裕

新興市場的產品行銷策略 = The Marketing Strategy in Emerging Markets：A case of Marketing an Aluminum Wheels in Vietnam : 以鋁輪圈產品在越南市場行銷為例 / 戴勝裕撰 - [高雄市] : 撰者, 2012[民101]. - 69面 ; 圖，表格 ; 30公分.
參考書目：面56-57.
新興市場Emerging Markets

新興市場的產品行銷策略 = The Marketing Strategy in Emerging Markets：A case of Marketing an Aluminum Wheels in Vietnam : 以鋁輪圈產品在越南市場行銷為例
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