家用空調設備在大陸市場行銷策略之研究－以T公司為例

摘要台灣為海島型國家，內需市場有限；再加上加入WTO後，國外家電大廠挾其巨大規模及雄厚資金登陸挑戰；家用冷氣設備又因本身產業特性的限制，和下列因素，產品以內銷市場為主、產品技術成熟、產品同質化高、差異性低及創新速度緩慢等，形成了家用冷氣設備面臨了嚴峻的挑戰。所以，業者為了突破困境，希望能藉由進入大陸市場，達到擴展市場及增加收益的目的。本研究針對家用冷氣業者進軍大陸市場，所應該採取的行銷策略，作一探討與分析。本研究探討對象為T公司，因為T公司為現今在大陸市場行銷較為積極的廠商。本研究採用個案研究的方式，對T公司相關人員進行深度訪談，以了解大陸市場的現況、特性及未來發展方向：同時也與相關的競爭策略、市場區隔、行銷策略等理論，作一比較分析，以了解個案公司目前行銷策略的優劣點以及未來可以發展的方向。由研究結果發現，其實台灣家用冷氣機業者在大陸市場進行行銷，是充滿競爭與挑戰，不如想像中的美好：相對地，因大陸市場太過於龐大，仍有立足的機會，但必須做好良好的規劃，並有做長期抗戰的準備，才能有開花結果的一天。關鍵字：家用冷氣、大陸市場、行銷策略、市場區隔

關鍵字

家用冷氣；大陸市場；行銷策略；市場區隔

並列摘要

Abstract Due to the China’s participating in WTO, the demand of air condition in China becomes an attractive market for the members of WTO. Lots of famous brands in the worldwide bring their strong supply chain system to China and attempt to gain more market share and profit from China’s domestic demand. As the technology of air condition system for family using is a mature industry, and the differentiation for all product from the competitors is very small, furthermore the innovation for this industry is also slow down. This market is facing a very tough and competitive challenge. Since Taiwan became a member of WTO, the Taiwan’s maker of air condition is also interested in China’s huge demand. This research is to study the marketing strategy of Taiwan’s T company for entering China air condition market. This research proceeded with case study for T company who is a famous air condition manufacture in Taiwan, and in-depth interviews with six outstanding managers in T company. This case study is aim to the China market situation, comparison with competitors in China, market segment and marketing strategy theory to analyze T company’s current status, strength, weakness and how they could successful enter the china market and make more profit form this market. The result of this research shows the Taiwan’s maker is surrounded with competitor and challenge, it is very hard to find out a clear rule to be the top one in the China market, but no one can ignore this huge demand from China. Pre-planning, consistent carry out the market strategy and watch out the consumer culture to satisfied them will be more easier to get the market share and make the profit. Key words: air condition, marketing strategy, marketing segment