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台灣儀器廠商在中國行銷策略之研究 = Marketing Strateg...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

台灣儀器廠商在中國行銷策略之研究 = Marketing Strategy in China for the Taiwan's Hi-Tech Instrument Manufacturers：A Case Study of G Company : 以某精密儀器公司為例

Record Type:	Language materials, printed : monographic
Paralel Title:	Marketing Strategy in China for the Taiwan's Hi-Tech Instrument Manufacturers：A Case Study of G Company
Title Information:	以某精密儀器公司為例
Author:	林金塗,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2012[民101]
Description:	5, 77面圖，表格 : 30公分;
Subject:	行銷策略
Subject:	Marketing strategy
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/20496589676662654885
Notes:	含附錄
Notes:	參考書目：面74-75
[NT 15001349]:	以某精密儀器公司為例
Summary:	近年來有鑑於國內市場太小，產業紛紛移往大陸的同時，使得國內高科技儀器市場需求逐漸萎縮，加上歐美技術製程領先，國內儀器廠商如何在中國行銷的問題是一個亟待探討的問題。本研究藉由個案分析方式，透過行銷4P及SWOT分析，探討個案G公司之經營模式、成長策略與在大陸市場行銷策略的作法，提供個案G公司及相關產業行銷大陸的參考。研究發現及建議如下：(一) 應持續投入市場主流高階產品的研發，並持續往高階產品領域邁進，積極投入於高科技及新技術的開發；(二) 可透過穩定的品質和完善的服務獲得客戶的信賴，來取代替換競爭者的市場;(三) 應協助經銷穩定通路，強化客戶關係，並不斷培訓支持經銷通路，實施授權經銷商的售後維修;(四) 應強化與政府公部門的關係，增加活動與互動，並分配更多的資源投入網路媒體宣傳活動。 In the past decade, Taiwan’s companies in industries have been increasingly moving to the Mainland China due to the small market. This has been leading to the decreasing demand of high-tech instruments. Moreover, western companies with better advanced technologies are trying aggressively to go into the China market, and in consequence the marketing competition becomes more intense. How to find a relevant marketing strategy is one of the most important issues that Taiwan’s high-tec instrument venders are facing. Therefore, the research thesis motivates this issue and conducts a case study for the G company that discloses the marketing strategy in Mainland China by using the technique of SWOT and marketing 4P. Research findings and suggestions for Taiwan’s venders are (1) should continuously invest in the research and development of higher level products that need advanced technologies, (2) should put more efforts on stabilizing product quality and complete service to maintain customers’ trust and loyalty, instead of on the market replacement competition, (3) should help dealers to stabilize their channels to strengthen customer relationship. To do so, they can develop more dealer training programs and authorize them the direct post service (e.g. repair and fix), (4) should strengthen the relationship among public sectors by increasing public activities and raising more Internet media promotion activities.

台灣儀器廠商在中國行銷策略之研究 = Marketing Strategy in China for the Taiwan's Hi-Tech Instrument Manufacturers：A Case Study of G Company : 以某精密儀器公司為例
林, 金塗

台灣儀器廠商在中國行銷策略之研究 = Marketing Strategy in China for the Taiwan's Hi-Tech Instrument Manufacturers：A Case Study of G Company : 以某精密儀器公司為例 / 林金塗撰 - [高雄市] : 撰者, 2012[民101]. - 5, 77面 ; 圖，表格 ; 30公分.
含附錄參考書目：面74-75.
行銷策略Marketing strategy

台灣儀器廠商在中國行銷策略之研究 = Marketing Strategy in China for the Taiwan's Hi-Tech Instrument Manufacturers：A Case Study of G Company : 以某精密儀器公司為例
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