目前工業電腦廠商,通常以單一自有品牌策略來規劃公司通路,雖已具備相當優異的研發能力及彈性客製化的生產能力,但台灣市場為一淺碟市場,為了更進一步拓展市場必須朝向全球發展,需仰賴世界各地域性的通路網路,建立與通路商的關係。 本研究動機旨在探討工業電腦廠商進入全球市場的動機與行銷策略,包括STP策略及行銷組合的4P策略,如何在全球因地制宜,尋找新市場,做市場區隔,發展利基產品,發展與經銷通路商之關係,進而達到降低交易成本與提升整體之通路績效,本研究以工業電腦廠商為研究對象,在全球和通路商展開一系列的行銷活動,但因在地化程度的不同,行銷活動並不簡單,故仍有許許多多的問題待克服。 本研究希對此些問題進行分析並提供一些專業的觀點,如分析工業電腦廠商在全球行銷上對於品牌、產品、價格、通路及促銷策略所面臨的問題。並以台灣已上市上櫃之工業電腦廠商為個案訪談對象,最後,再藉由這些企業個案訪談結果,評估目前最適合工業電腦廠商發展之行銷策略。期望本研究結果能對國內廠商在擬定其全球行銷策略時,能有所幫助。
Taiwan IPC (Industrial PC) manufactures used to plan their channels with single brand strategy; even thought, they have outstanding engineering capability and incredible manufacturing flexibility. However, Taiwan is a shallow market and need to gain more markets globally. It relies on to establish the relationship with the distributors in the worldwide regional networks. This research is to study the motivation of IPC manufacturers to get into the global market and their marketing strategy. It includes STP strategies and 4P strategies. How to become localization, look for new market, differentiate market, develop niche products, develop the relationship with local distributors, to reduce the transaction cost and improve the overall channel performance. The study shows that IPC manufactures face a lot of problems due to localization when they have series promotion activities with worldwide distributors. This study is to analyze these issues and provide some of the professional point of view, such as the analysis of industrial computer manufacturers in the world on marketing for the brand, product, price, channel and marketing strategy issues facing. It also includes the case interviews to Taiwan’s listed and OTC IPC companies, and finally, the business case through these interviews; assess the most suitable for industrial development of the IPC makers marketing strategy. Expected this study results can help the development of domestic manufacturers in their global marketing strategy.