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博碩士論文 etd-0731115-135956 詳細資訊
Title page for etd-0731115-135956
論文名稱
Title
國際市場經營策略分析-以G公司為例
International Market Business Strategy Analysis-A case study of G company
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
78
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-06-05
繳交日期
Date of Submission
2015-08-31
關鍵字
Keywords
中小企業競爭力、通路、國際行銷、國際人才、文化差異、市場潛力
International markting, SMEs competitiveness, Market share, Market potential, Cultural differences, International talent
統計
Statistics
本論文已被瀏覽 5860 次,被下載 359
The thesis/dissertation has been browsed 5860 times, has been downloaded 359 times.
中文摘要
台灣中小企業的基礎技術很強,但隨著中國大陸, 印度和東南亞國家,這些年的經濟、技術、品質等各方面的提升,帶動其產品在國際市場的競爭力,多年以來,台灣中小企業的發展,即遭遇很多發展中國家的低價的強力競爭,造成營業額的劇降,所以希望能根據本身多年行銷國際品牌的經驗和所遇到的問題,加以彙整, 希望中小企業能用有限的人力、物力和財力,了解國際市場的經營策略,並得以擴展國際市場的通路和維持市場競爭力。
本研究G公司為研究對象,它是一家台資企業在香港成立的公司,工廠位於廣州, 主要生產皮具類製品 (如包包、皮帶、錢夾和服飾配件等等),目前市場以歐美國際服飾連鎖店和大陸市場為主,十多年來能掌握最新市場流行脈動和建立良好的營銷模式,是公司永續經營的策略。
本研究目的是探討G公司創新的策略和競爭力,並利用SWOT分析和五力分析理論作基礎,分析目前中小企業的經營現況分析和競爭優勢,和整理出來G公司針對外在環境的變化如何應對,分析其市場區隔、競爭者的威脅、成長機會和企業資源分析,進而提出解決方法。
希望此研究能對於已進入或欲進入國際市場的的企業,分析各國市場的文化和商情的差異性,並提出解決進入國際市場難度的方法,分析其進入模式類型和考量點,找到其核心能力和競爭力,進而制訂出讓公司持續成長和永續經營的策略。
Abstract
Taiwan SMEs of based technology is strong. However, with the rapid improvement of economic, technology and product quality of the Mainland China, India and some of SE Asian countries these years, led its products in international market of competitiveness. For years, the development of SMEs of Taiwan that suffered the competition of the low pricing strategy from many developing countries that resulted in significant decrease in sales revenue. For this reason, we believe we could use our many years experiences in international brand marketing and summarized all the problems we have been encountered to help SMEs to expand their market share and competitiveness internationally with limited resources in material, human know-how and capital.
This research paper is based on Company G which is a Taiwanese funded enterprises founded in Hong Kong. The company factory is located in Guangzhou China that mainly manufactured leather accessories products (such as handbags, belts, wallets and clothing accessories) sold to American and European clothing franchises and the massive Chinese market. The key point for continuous success is due to the updated fashion trend and good established marketing strategy.
The purpose of this study is to analyze the creative strategy and competitiveness of Company G. We will use the SWOT and the Porter Five Forces Analysis to analyze the current business environment and the level of competition. This is useful to sort out the competitive advantages of company G and possible threat of external environment which could help to identify company’s strength, to minimize competition.
We hope this research would help the SMEs which have or wish to enter the international market to understand the difference of business cultures in different countries in order to find the solution for resolving the difficulty of entering the global market. Therefore, the research analyze the entry mode and consideration for SMEs to find the strength and competitiveness in order to formulate the strategy for the SMEs to continue growing and sustainable development.
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vi
表 次 vii
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 研究範圍與限制 4
第二章 文獻探討 5
第一節 國際市場行銷研究規劃 5
第二節 市場進入模式和策略分析 8
第三章 流行服飾配件產業現況分析 14
第一節 產業現況 14
第二節 五力分析 17
第三節 歐美市場商情分析 21
第四節 亞洲市場商情分析 31
第四章 個案公司分析 39
第一節 個案公司簡介 39
第二節 SWOT分析 41
第三節 個案公司的競爭策略 45
第四節 個案公司歐美市場擴展模式 51
第五節 個案公司亞洲市場擴展模式 60
第五章 結論與建議 64
第一節 研究結論 64
第二節 研究建議 66
第三節 未來目標 67
參考文獻 68
參考文獻 References
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三、網路
http://www.businessweek.com/news/2012-11-07/monitor-company-group-lp-files-for-bankruptcy-in-delaware
SWOT全球最大的中文经管百科,由121,994位网友共同编写而成,”分析模型” ,http://wiki.mbalib.com/zh-tw/SWOT分析模型
工研院IEK產業情報網,2014,http://ieknet.iek.org.tw/。
工業技術研究院網站,2014,https://www.itri.org.tw/chi/index.asp。
張嘉仁,2001,「冷軋鋼品產業關連性」,金屬中心IT IS產業評析,http://www.itis.org.tw/information/indanaD-2.html。
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