台灣科技品牌國際在地化的挑戰-以宏正自動科技為例

The Challenges of Taiwan Technology and Service Brands When Doing Globalization – A Case Study of ATEN

王方銳(Fun Ray Wang)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2019年)

https://doi.org/10.6342/NTU201902105

摘要

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關鍵字

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並列摘要

Small and medium-sized enterprises are the foundation of Taiwan’s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan’s economic growth. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand and go globally becomes an important strategy for Taiwan companies.
This study explores some possible challenges when a Taiwanese enterprise doing global business. A qualitative case study approach was employed in this study to focus on ATEN international (KVM worldwide #1 manufacturer) which attempt to build their brands in the international market.
The result shows that there will be three main challenge categories which might impact the Taiwanese companies going globally.
1. Internal challenges
● Local office v.s. trading business and Talent acquisition and retention
2. External challenges
● Knowledge of the market and Adaptability
3. Sales and Marketing related challenges
● Branding and promotion and Pricing strategy

並列關鍵字

SME ； KVM ； Localization ； Globalization ； Internal and External Factors ； Expansion ； Business development ； Pricing strategy ； Talent management

參考文獻

1. Joel Backaler, “To Grow Your Business Abroad, Partner with Local Influencers” Digital version, 13 Nov. 2018

2. QYResearch KVM Switches Research Center, Feb. 2014

3. Key Principles for Setting an Effective Pricing Strategy, Gartner

4. Toolkit: How to Select the Right Channel Partners for Resell and Support

5. The B2B Customer Life Cycle for Technology Products and Services, Gartner