台灣經貿如何從國際商展及通路佈局管理策略行銷之研究-以拉美、中美、加勒比海國家為例

台灣對外貿易依賴程度非常高，國際經濟衰退幾乎高達7成以上中小企業的老闆認為影響台灣景氣最大的變數是在國際市場，TPP和RCEP這幾年來已帶動整個全球經濟命脈，包括拉美市場、亞太市場，未來台灣若能加入TPP(跨太平洋夥伴協定)及RCEP(區域全面經濟夥伴關係)將有助於我國中小企業面對全球國際化市場的佈局會帶來藍海策略新興市場的經貿商機點。本研究目的有: (一) 探討如何利用國際展覽跳板，協助台灣廠商開拓經貿新興市場。→趨勢之鑰 (二) 探討因地制宜西語體系國家環境之研究。→文化之鑰 (三) 探討如何以4C策略為架構研究人性心理之概念。→策略之鑰 (四) 探討品牌商與通路經銷商雙方如何做好資源整合的協同行銷。→行銷之鑰本論文首先探討拉美、中美、加勒比海市場了解此市場目前狀況及未來如何協助台灣中小企業擴展此市場的規劃，依照本論文研究流程圖及研究流程架構圖，將每一個階段命題組織結構及前後脈路過程產生什麼關係，做詳細的說明包括： (一) 趨勢研究(為何要選這個市場) (二) 評估研究(為什麼要做這些事) (三) 行動研究一(專案企劃的擬定各項資料建立) (四) 行動研究二(展中行銷執行重點) (五) 行動研究三(展後策略行銷規劃) (六) 追蹤研究(研究類別，研究過程，談訪模式設定專家訪談衡量題項解析)及融入結晶化整體分析。結論建議：本研究者實際體驗的經驗以融入結晶化整體分析的觀念說明拉美、中美、加勒比海市場的重要性建議在市場面人力面行銷面提出個人淺見期望政府雖然現在已經在做也做了不錯，但是還是要更加強注入強勢活水，使我國中小企業有意開發這些地區的經貿，得到具有相當潛力投資環境的目標。

關鍵字

趨勢之鑰；文化之鑰；策略之鑰；行銷之鑰

並列摘要

Taiwan relies heavily on the international commerce, and right now the international economy has been in a slump for more than 70%. Owners of Small and Medium-sized Enterprises (SMEs) consider that the most essential factor that impacts Taiwan economic growth is the international market. In recent years, the Trans-Pacific Partnership (TPP) and the Regional Comprehensive Economic Partnership (RECP) has played a pivotal role in the global economy, which includes the Latin American market and the Asia-Pacific market. If Taiwan can become a member state of TPP and RECP in the future, it will benefit Taiwanese SMEs in facing the future international market and bring about the blue ocean strategy and the commerce opportunity in the emerging market. There are two research objectives: (1) Exploring how to utilize international trade shows to help Taiwanese manufacturer to develop emerging market. (The key to trend) (2) Exploring the Spanish-speaking countries with different environments in various situations. (The cultural key) (3) Exploring how to do research on human psychology according the framework of 4C strategy. (The strategical key) (4) Exploring how enterprises with famous brand and channel distributors can achieve the goal of resource integration in collaborative marketing (The marketing key) The thesis will first explore the Latin American, Central American and Caribbean market and get to know the status quo of this area and figure out how to support Taiwanese SMEs in developing this market. With the research process chart and research process structural chart, the thesis will describe the connection of proposition, organizational structure and overall context of every phase in detail, which includes (I)the trend research that explains the rationale of choosing this market, (II)the assessment research that explains why doing these, (III)the action research-part 1 that states the preparation of project planning and the collection of each data, (IV)the action research-part 2 that states the focus of marketing implementation during the trade show, (V)the action research-part 3 that states the planning for strategical marketing after the trade show, (VI)the follow-up research that is relates to research categories, research process, setting up the form of interview, specialists interview for the assessment of categorical analysis and integration of overall crystallization analysis Conclusion and suggestion: The researcher provides his own personal experience, along with the concept of overall crystallization analysis in this research. It emphasizes the importance of the Latin American, Central American and Caribbean market from the aspect of market, manpower and marketing. The researcher also provides his personal insight in hopes that the current government will introduce powerful initiatives into this matter (even though the government already did well). In the end, Taiwanese SMEs are willing to develop the economy in this area, and they will get response from an investment environment with great potential.