至越南進行國際貿易所面臨的行銷挑戰 - 針對台灣投資者所擬訂的策略

Marketing Challenge for International Trade in Vietnam - Issue for Taiwan New Entrants

阮青恆(Thanh-Hang Nguyen)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/國際專業管理碩士班(IMBA)/碩士(2017年)

摘要

本論文旨在分析給台灣欲前進越南投資者之可行的市場行銷策略。
自2006年迄今，台灣為越南之最大宗海外直接投資者之一，然高居此位勢必與投資成功有關，而背後須有完整的市場行銷策略，文中藉由概覽越南經濟、社會、文化和政策，針對欲至越南投資之台灣個人與企業提供在行銷方面的實質建議。

關鍵字

行銷 ； 策略 ； 越南 ； 台灣 ； 投資

並列摘要

The main objective of this thesis is to analyze marketing strategy for Taiwan New Entrants who want to entry into the Vietnam market since Taiwan has been one of the largest source of foreign direct investment in Vietnam since 2006 until now.
This paper reviews the Vietnamese economy, society, culture, and policies towards foreign investment to inform Taiwan new entrants who considering to invest in Vietnam, and to provide some practical advice.

並列關鍵字

marketing ； strategy ； Vietnam ； Taiwan ； investment

參考文獻

World Bank, 2017. Vietnam World Bank Data

Asia Briefing, Mar 28, 2016. Vietnam 2016: Foreign Investment Opportunities & Trends.

Thi Hoang, Thu, 2017. Determinants of Foreign Direct Investment in Vietnam.

Vietnam Openness to, & Restrictions Upon Foreign Investment, July 19, 2017. Vietnam Country Commercial Guide

Thi Mai, Nguyen, 2017, Attracting Foreign Direct Investment in agriculture in Vietnam. Vietnam National Forestry University, Tạp chí Khoa học và Công nghệ Lâm nghiệp N.03.