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台灣鋼琴在中國行銷之研究 = Marketing Strategy of...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

台灣鋼琴在中國行銷之研究 = Marketing Strategy of Taiwan’s Piano in Mainland China：A Case of Taiwan SUZUKI PIANO : 以「台灣SUZUKI PIANO」為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Marketing Strategy of Taiwan’s Piano in Mainland China：A Case of Taiwan SUZUKI PIANO
副題名:	以「台灣SUZUKI PIANO」為例
作者:	陳勝男,
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:	58面圖，表格 : 30公分;
標題:	鋼琴銷售
標題:	Piano
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/07989823448773771537
附註:	參考書目：面49-51
其他題名:	以「台灣SUZUKI PIANO」為例
其他題名:	以台灣SUZUKI PIANO為例
摘要註:	有樂器之王稱謂的鋼琴，起源於歐洲三百年來，發展出鋼琴製造與音樂文化、音樂家間緊密相連的關係，並由製琴廠掌握核心技術及整體製程的生產者驅動商品鏈形式。但隨著產業全球化的轉移，中國成為鋼琴生產最大國，演變出與過去不同的生產模式，也因此造成台灣鋼琴在中國行銷策略的改變。本研究以「台灣SUZUKI PIANO」為個案公司，藉由深度訪談，並透過行銷4P以及SWOT分析探討其行銷策略，期望藉此能善用現有資源並訂定未來企業行銷發展之主軸，取得最佳的競爭優勢。主要的研究發現及建議包括：(1) 在產品方面，近來數位樂器漸漸受到消費者的喜愛，建議引入「數位鋼琴」做為未來的產品考量；(2) 在價格方面，由於鋼琴品牌眾多，建議採動態價格策略，以達到「相同品質、較低定價」來吸引顧客；(3) 在通路與促銷方面，因為中國幅員遼闊，建議採網路行銷方式，並與區域商家結盟，建立廣大通路；(4) 在品牌方面，則提供產品給各大音樂會使用，藉此型塑品牌。 Piano, titled the king of the musical instruments, originates in Europe over 300 years. It has developed a very close interrelationship between manufacturers, music culture, and musicians. The manufacturers build up a producer-driven commodity chain by dominating the core technologies. However, with the trend of industry globalization, mainland China has become the largest piano producer who develops a different mode of production and marketing. This in consequence results in a different marketing strategy that piano venders have to deal with. The research conducts a case study for case company “TAIWAN SUZUKI PIANO”. It adopts 4P and the SWOT analysis to derive for marketing strategy in mainland China. Major findings and suggestions are as follows: (1) for product, the venders should consider digital piano as the coming major products due to the digital instruments has been capturing more attention to the piano players; (2) for price, it is suggested that venders should consider the dynamic pricing strategy because of many piano brands to maintain the objective of lower price with same or better quality; (3) for channel and promotion, Internet marketing strategy is commented because of the huge area of mainland China. Upon this strategy, it is also suggested that venders should incorporate with the local retailers to enlarge channels; and (4) for brand, one of the doable ways is to provide pianos for the use of large concerts to aggressively form the brand. Managerial implications are also addressed.

台灣鋼琴在中國行銷之研究 = Marketing Strategy of Taiwan’s Piano in Mainland China：A Case of Taiwan SUZUKI PIANO : 以「台灣SUZUKI PIANO」為例
陳, 勝男

台灣鋼琴在中國行銷之研究 = Marketing Strategy of Taiwan’s Piano in Mainland China：A Case of Taiwan SUZUKI PIANO : 以「台灣SUZUKI PIANO」為例 / 陳勝男撰 - [高雄市] : 撰者, 2012[民101]. - 58面 ; 圖，表格 ; 30公分.
參考書目：面49-51.
鋼琴銷售Piano

台灣鋼琴在中國行銷之研究 = Marketing Strategy of Taiwan’s Piano in Mainland China：A Case of Taiwan SUZUKI PIANO : 以「台灣SUZUKI PIANO」為例
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