台灣中小企業擬定自有品牌產品國際行銷策略之個案研究

本研究係以個案公司所研發之機車騎乘者專用「骨傳導喉振藍牙耳機」，騎易通，為銷售產品，進行台灣中小企業擬定自有品牌產品國際行銷策略之個案研究。本產品係將骨傳導麥克風內嵌於產品與皮膚接觸的部份。當使用者進行通話時，藉由骨傳導接收來自聲帶共鳴之振動訊號，再將振動訊號轉換為麥克風之電氣訊號，讓配戴者即使身處充滿噪音的環境，仍可與使用者清楚地對話。本產品初期是在台灣以網路銷售為大宗，並且持續在台灣擴展實體通路且穩定成長中。但為了因應業績之成長目標，打算進軍國際市場之實體通路，首先在中國及東南亞佈建區域代理商，未來尚希望以精品進軍歐美市場。本研究運用科技接受模式、創新擴散理論及消費者購買行為模式為行銷理論基礎，再運用網路整合行銷策略，並藉由網路社群網站臉書做為平台，進行網路行銷活動，以提高品牌知名度，並找尋有意願之區域總代理商。

關鍵字

骨傳導；科技接受模式；創新擴散理論；消費者行為模式；網路整合行銷

並列摘要

The research studies how to formulate an international marketing plan of a Taiwanese SME company's product, ”Bone Conduction Bluetooth Headset”, which is dedicated to the motorcycle riders. The bone conduction microphone was embedded in the product and contacts with skin. When the user is on a call, the bone conduction microphone receives vibration signals from the vocal cords, and then transfers the vibration signals to electrical signals. As the reason, the user still can have a clear communication even in a noisy environment. In the beginning, the internet sales were the mainstream sales channel and then expand the sales channel in Taiwan. It is growing steadily. However, for achieving the sales target, the case company will sell the product into the international physical channel. It will start from China and Southeast Asia to find the regional distributors. The case company hopes sell the product to European market as a boutique in the future. First, technology acceptance model, innovation diffusion theory, and consumer purchase behavior patterns were adapted as theoretical foundation. Then the internet integrated marketing strategy was used, the facebook is the platform to be the internet marketing activities to increase brand awareness and look for the regional distributors.

並列關鍵字

Bone Conduction ； Technology Acceptance Model ； Diffusion of Innovations Theory ； Consumer Buying Behavior Mode ； Network Integrated Market

國際替代計量

台灣中小企業擬定自有品牌產品國際行銷策略之個案研究

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