中文摘要
本碩士論文的結構是以基於描述性研究的方式回答研究問題。這意味著
研究調查不同地區的市場（製造商，客戶，產品）。輪轉凹版印刷機的
市場在整個印刷行業是相當一個利基市場。這些機器用於特定的程序，
並且與諸如噴墨印刷的其它印刷機相比，印刷過程更複雜。本論文著重
於生產這種凹版印刷機的公司。此外，它的研究試圖找出這些機器銷往
哪些客戶以及哪些產品生產。結果應該揭示出進入世界各地特定市場的
可能性，並應進一步揭示差異化的必需品或機會。通過密集的文獻研究
和個人訪談，對各家公司及其產品進行深入分析，提出如何進一步推進
和區分未來。這項研究是針對位於奧地利，歐洲的TANNPAPIER公司完成
的。實際上，TANNPAPIER正在專注於使用輪轉凹版印刷機打印捲菸紙。
然而，本論文的結果應該揭示新的潛在市場，或僅提供有用的信息，如
何和在哪裡可能進入不同的市場打印在水菸紙上

This master thesis is structured to answer the research question in a descriptive research based way. Which means that the research investigates the market (manufacturers, customers, products) within different regions. The market of rotogravure printing machines is quite a niche market within the overall printing sectors. These machines are used for specific procedure and the printing process is more sophisticated compared to other printing machines like inkjet printing for instance. This thesis is focusing on companies which are producing such rotogravure printing machines. Furthermore, it’s research tries to figure out to which customers these machines are sold to and what products are produced. The outcome should reveal possibilities to enter into specific markets worldwide and should furthermore reveal necessities or opportunities to differentiate. By conducting intensive literature research and personal interviews a profound analysis of the various companies and their products should give a recommendation how to proceed and differentiate in the future. This research is done for the company called TANNPAPIER located in Austria, Europe. Actually, TANNPAPIER is focusing just on printing tipping paper for cigarettes by using rotogravure printing machines. However, the outcome of this thesis should reveal new potential markets or just provide useful information how and where it is possible to enter into a different market as printing on tipping paper.

THESES VERIFICATION LETTER i
摘 要 ii
ABSTRACT iv
1.INTRODUCTION 1
1.1. BACKGROUND OF THE STUDY 1
1.2. OBJECTIVES OF THE STUDY 2
2. LITERATURE REVIEW 3
2.1. ENTRY STRATEGIES 3
2.1.1. EXPORT 6
2.1.2. STRATEGIC ALLIANCES 8
2.1.3. SUBSIDIARY 10
2.1.4. GREENFIELD INVESTMENT 13
2.2. PESTEL FRAMEWORK 14
2.3. HOFSTEDE’S DIMENSIONS 17
2.4. LINGUA FRANCA 20
3.METHODOLOGY 22
3.1INTRODUCTION 22
3.2APPROACH & STRATEGY 22
3.3 RESEARCH DESIGN 23
3.4 STUDY AREA 24
3.5 POPULATION FOR THE STUDY 24
3.6 SOURCE OF DATA 25
3.7 THE INSTRUMENT FOR THE STUDY 26
4.MARKET 28
5.MANUFACTURERS 35
6.PRODUCT 51
7.CUSTOMERS 57
A. KODAK 57
B. EASTERN WEB HANDLING INC. 59
A. HANGZHOU WAHAHA GROUP CO., LTD 65
E. TINFO ENTERPRISE CO., LTD 69
A. ENGINEERING TRANSFER SYSTEM (E.T.S) 70
THE COMPANY WAS FOUNDED IN 1970 AND HAS BEEN DEVELOPING TECHNIQUES FOR TRANSFER PRINTING WITH VARIOUS TECHNOLOGIES FOR DIFFERENT TYPES OF SURFACES, SUCH AS: FABRIC, METAL, PLASTIC, LAMINATE, GLASS AND CERAMIC. 70
A. EAST AFRICAN HOLDING S. CO 74
B. TRANSPAPER 74
C. MIKKO PLASTICS INDUSTRIES LTD. 76
D. NAMPAK PACKAGING 76
E. FLEXIBLE INDUSTRIAL PACKAGING (FIPCO). 77
8.RECOMMENDATION 78
9.CONCLUSION & DISCUSSION 82
REFERENCES 87

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