工業儀器產業國際行銷策略之研究－以O公司為例

The Research of International Marketing Strategy for the Industry of Industrial Instruments—the Case Study of O Company

黃景星(Ching-Hsing Huang)

指導教授 ： 邱垂昱 ； 陳凱瀛

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2008年)

摘要

因為勞工密集和高污染的產業，紛紛進入中國大陸與越南，對於台灣的經濟有著莫大的影響，而台灣正面臨整個大環境的改變，工業量測儀器產業乃是石油、化學、電子、鋼鐵、航空、食品業界重要的製程控制儀器，使用自動化流量量測儀器，是為了要提高生產的效率與效能來穩定品質輸出。於是企業重視使用優良品牌的聲浪中，日本、美國、德國的產品成為企業信賴的優良品牌，無形中卻成為顧客心目中的忠誠品牌。
近幾年來企業的遷移，而貿易商也不得不跟進，隨著石化企業轉移到中國大陸與越南，尋求更好的商機以擴大市場。為企業提供更好的服務品質與提昇競爭優勢，而不斷在行銷策略與經營管理上，加強創新與改善，並以顧客需求為導向，作為業務拓展的方針，俾使企業之經營能更趨成熟、穩健。
本論文針對工業儀器行銷的特性，瞭解現階段工業儀器行銷所面臨的困境，透過業界專家的訪談，提出有利的競爭優勢以及解決之道，深入探討研究O公司，如何開創出國際的商機，俾能掌握品牌的通路行銷與市場定位，再進行市場的區隔，以界定目標市場的需求。
O公司是採取國際合資(International Joint Venture, IJVs)的組織模式，進入國際市場，與當地的企業結盟取得在地化的優勢，再深入了解當地的文化背景，進而擬定行銷策略。藉此；透過日本O公司提供生產的技術與經營管理的方式，而在當地企業提供市場文化知識、人力資源與政商關係等，共同進行合作以提昇競爭優勢，並以顧客為導向的優質服務作為整體的行銷方針，建立以客為尊的優質服務企業。

關鍵字

工業儀器 ； 行銷策略 ； 競爭優勢 ； 市場定位 ； 市場區隔

並列摘要

Taiwan is facing the big environment change which industries with labor intensive and high population have moved to mainland China and Vietnam, thus playing a big role on Taiwan’s economy. Industrial meters are the critical control instruments for industries of petroleum, chemical, electronics, steel, aviation, and food. Using automatic flow-meters is to increase production effectiveness and quality stableness. While enterprises are paying attention to using superior brands, advanced nations such as Japan, U.S., and Germany have virtually become competitive brands as enterprises’ brand preferences and buying habits.
As industry migration in recent years, trading companies have had to follow petrochemical industry which has shifted to mainland China and Vietnam in order to seek better business opportunities to extend market. Continuous innovations and improvements in marketing strategy and business management are to provide industries with better service quality and to increase competitive advantages Customer-oriented demand as the policy of sales expansion is for the industry to become more mature and steady.
By interviewing with industry professionals, this thesis aims at marketing characteristics of industrial instruments to understand of dilemma which marketing of industrial instruments has faced currently. It proposes competitive advantages and solutions. It thoroughly probes into O Company of how to create global business opportunities, to be able to control its brands’ marketing channel and market position, and then to proceed market differentiation to obtain the demand of target market
O Company adopts the business model of international joint venture to penetrate into international market, to ally with the local businesses to benefit the localization advantage, and then to understand deeply of local culture background to draft the marketing strategy. By going through Japan-O Company to provide production technologies and business management methods, and local O Company to provide market-culture knowledge, human resources and the relationships of politician and businessmen, the allied companies team up successfully both to increase competitive advantages, to conduct customer-oriented superior services as the whole marketing policy, and to build a superior service company, based on customer first.

並列關鍵字

Industrial Instruments ； Marketing Strategy ； Competitive Advantage ； Market Position ； Market Differentiation

參考文獻

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