棒球，是台灣的國球。隨著棒球運動的風行，棒球手套產業在台灣也曾經有過一段光輝的歷史，1990年代初期，台灣棒壘球手套工廠裏做的都是美、日各大世界知名品牌的手套代工。然而，隨著台灣經濟發展、全球化經濟競爭影響下，手套代工訂單已悄悄的轉向大陸以及其他東南亞國家。加上國內職棒簽賭、假球事件爆發，嚴重影響棒球運動的風氣，也連帶影響了棒壘球手套的銷售。縱使台灣本土市場不斷有一些小品牌嘗試著為市場注入一些新活力，然而在有限的市場中發揮總是有限，最終還是在本土市場的紅海中互相廝殺、互相攻擊，爭食著不斷萎縮的大餅。
台灣本土品牌 – 藍蜻蜓，一路走來一直秉持著”走出去”的理念，默默的在外銷市場用心耕耘13個年頭。它的產品遍布亞洲及歐洲，現在更準備朝全球最大棒壘球市場 - 北美洲進攻，憑藉著台灣製造的高品質手套以及具有競爭力的價格搶攻棒壘球手套的頂級市場。
本研究將針對藍蜻蜓的規模及資源等內部競爭條件，結合北美洲市場調查，探討最適合的市場進入模式。我們也將使用創新的手套設計方式以及客戶互動模式來推廣我們在北美市場的新品牌。整個專案包含市場調查、進入策略、行銷方案以及財務規劃都都秉持創業維艱的精神、以精實管理來將成本控制最低並以創新模式將所有的經營活動之效益發揮至最大。本專案之基本精神為打開新市場的大門、踏出創新的第一步，並為台灣棒壘球手套在北美市場的發光發熱種下希望的種子。

Baseball is the national pastime of Taiwan and the baseball glove industry had a glorious history when all the world famous companies placed their OEM order to Taiwanese manufacturers in the early 1990’s. However, due to the impact of Globalization, competition from China and Southeast Asian countries become stronger. Facing the situation of losing OEM orders and shrinkage of domestic market, the situation is getting tougher for the baseball glove industry. New local brands are trying to implement new ideas into the market, but there is actually not much can be changed. The competition in the domestic market is getting worse and worse.
Dragonfly, a local brand which had 13 years experience in foreign market, decided to enter the biggest market in the world – the North American market. This proposal, would provide a unique and innovative way of glove designing and marketing activities. Having the idea of lean startup and new approaches to new market will help the business to minimize the cost and maximize the synergy. We hope that this proposal would help Dragonfly to penetrate its new market and build the reputation of MIT baseball/softball gloves in the North American market.

Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motives 3
1.3 Research Purpose 5
1.4 Research Process 6
Chapter 2 Literature Review 7
2.1 Market Analysis 8
2.2 Michael E. Porter’s 5 Forces Analysis 9
2.3 Market Entry Strategy 10
Chapter 3 Methodology 18
3.1 Company Profile 19
3.2 Baseball/Softball industry in Taiwan 20
3.2.1 The role Taiwan plays in the worldwide supply chain 20
3.2.2 Challenge of Globalization 24
3.2.3 Learning from other industries 27
3.3 North American Market research 32
3.3.1 Participants of Baseball and Softball 34
3.3.2 Sales number of baseball/softball gloves 36
3.3.3 Vertical & Horizontal Comparison 38
3.3.4 Users’ preference on baseball/softball gloves in the U.S. 43
Chapter 4 Project Proposal 48
4.2 Michael Porter’s 5 forces analysis of North American market 48
4.2.1 Rivalry among Existing Competition 49
4.2.2 Bargaining Power of Suppliers 52
4.2.3 Bargaining Power of Buyers 53
4.2.4 Threats of New Entrants 53
4.2.5 Threat of Substitute Products or Services 54
4.3 Market segmentation and choosing target market 55
4.4 Entry mode selecting and marketing strategy 60
4.4.1 Goals and Constraints 61
4.4.2 Marketing Strategy 62
4.5 Sales Forecast and Financial Plan 68
Chapter 5 Conclusion and Suggestion 73
References 79

References
English
Lawrence H. Berlow (n.d.), How baseball glove is made? Retrieved July 1, 2013, from the World Wide Web: http://www.madehow.com/Volume-1/Baseball-Glove.html
Michael E. Porter(2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, Retrieved July 5, 2013, from the World Wide Web: http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1
Root F. (1994). Entry Strategies for International Markets. 2nd ed. Lexington, MA: Lexington Books.
Senthil Mukundakumar (2012). Entry Mode Strategies. Retrieved July 5, 2013 from the World Wide Web: http://www.slideshare.net/febi85/entry-mode-strategies
Shaker A. Zahra, R. Duane Ireland, and Michael A. Hitt. (2000). “International Expansion by New Venture Firms: International Diversity, Mode of Market Entry, Technological Learning, and Performance,” Academy of Management Journal 43, no. 5

Active Marketing Group. (2007). The Baseball Market. Retrieved July 15, 2013 from the World Wide Web: http://www.activenetworkrewards.com/Assets/AMG+2009/Baseball.pdf
Go Onomitsu & Shunichi Ozasa. (2010). Baseball Caravan to U.S. Diamonds Helps Mizuno Hit Against Nike. Bloomberg.com. Retrieved July 15, 2013 from the World Wide Web: http://www.bloomberg.com/news/2010-08-17/baseball-caravan-to-u-s-diamonds-helps-mizuno-hit-against-nike-spalding.html
Chris Silva. (2011). The Fascinating History Of The Baseball Glove. The Post Game. Retrieved July 17, 2013 from the World Wide Web: http://www.thepostgame.com/blog/throwback/archives/201107
SGMA. (2012). 2012 Sports, Fitness and Leisure Activities ToplineParticipation Report. Sporting Goods Manufacturers Association. Retrieved July 17, 2013 from the World Wide Web: http://assets.usta.com/assets/1/15/SGMA_Research_2012_Participation_Topline_Report.pdf


Merriam-Webster. (n.d.). Basketball Player. Visual Dictionary Online. Retrieved July 17, 2013 from the World Wide Web: http://visual.merriam-webster.com/sports-games/ball-sports/basketball/basketball-player.php
Merriam-Webster. (n.d.). Soccer Player. Visual Dictionary Online. Retrieved July 17, 2013 from the World Wide Web: http://visual.merriam-webster.com/sports-games/ball-sports/soccer/soccer-player.php
Merriam-Webster. (n.d.). Batter. Visual Dictionary Online. Retrieved July 17, 2013 from the World Wide Web: http://visual.merriam-webster.com/sports-games/ball-sports/baseball/batter.php
Merriam-Webster. (n.d.). Catcher. Visual Dictionary Online. Retrieved July 17, 2013 from the World Wide Web: http://visual.merriam-webster.com/sports-games/ball-sports/baseball/catcher.php
NYSports Journalism. (2010). While Soccer Fans Count World Cup Goals, Marketers And Financiers Are Counting $$$. Retrieved July 17, 2013 from the World Wide Web: http://www.nysportsjournalism.com/money-talks-at-world-cup-61110/

Darren Rovell. (2010). Plenty Riding On Under Armour’s Basketball Shoe. CNBC. Retrieved July 19, 2013 from the World Wide Web: http://www.cnbc.com/id/38787000
Shunichi Ozasa. (2010). イチロー上陸から10年、米シェア２割を狙うミズノ－激戦の野球用品. Bloomberg. Retrieved July 20, 2013 from the World Wide Web: http://www.bloomberg.co.jp/news/123-L787TB07SXKX01.html
Dick’s Sporting Goods. (2013). Retrieved July 20, 2013 from the World Wide Web: http://www.dickssportinggoods.com/family/index.jsp?categoryId=4414205&pg=1
T. Scharfenberg. (2012). Baseball: Gloves by Material. Eastbay. Retrieved July 21, 2013 from the World Wide Web: http://www.eastbay.com/knowledgebase/default.cfm?&article=knowledgebase_Baseball_Equipment_fieldersgloves
ASA. (2010). ASA SoftballTeams by Region. Retrieved July 23, 2013 from the World Wide Web: http://downloads.asasoftball.com/about/pdf/ASAUSMapGraphicHR.PDF
Michael Lewis. (2003). Moneyball: The Art of Winning an Unfair Game. W.W. Norton & Company Inc.
Chinese
梁定澎, 郭崑謨。(1995)。中小企業經營現代化之研究。 高雄復文圖書出版社
鍾武堯。(2007)。傳統產業在危機下之生存策略-以台灣棒壘球手套產業為例。國立清華大學工業工程與工程管理學系碩士論文
劉玉珍。(2004)。產業創新模式-自行車業A-Team解決方案。中華民國全國工業總會。2013年7月14日，取自：http://www.cnfi.org.tw/kmportal/front/bin/ptdetail.phtml?Category=100164&Part=mgz9305-4
徐增明。(2009)。A-Team逆轉勝創造台灣自行車「騎」蹟。工業局。2013年7月14日，取自：http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=1929
劉朱松。(2012)。傳產業組Team，目標各異其趣。正聲廣播公司。2013年7月14日，取自：http://www.csbc.com.tw/?rid=/MoneyCol/CTEECol.php?F_CTEEID=1010102&F_CTEEMonth=101.01
紡織產業發展推動辦公室。(2006)。台灣之光支棒球運動。經濟部工業局2013年7月20日，取自：http://www.tipo.org.tw/docs/Fup/TSMA棒球運動報告中英文.pdf