- 學位論文
跨國門窗五金通路商在中國的發展-以VBH為例
Door and Window Fittings Distributors’ Entry Strategy into China-A Case Study of VBH
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摘要
在中國歐式門窗五金市場，多數都是製造商品牌直接經營客戶，包含進口品牌及中國本土品牌，並採用歐洲的商業模式，目標客戶鎖定在門窗廠及開發商等企業客戶，但被倒帳風險高且價格競爭大，影響進口的門窗五金製造商品牌在中國的發展。 然而中國家居新建建案的交屋型態並非全裝修，及近年來二手屋市場交易熱絡與十二五計畫對建築節能要求等，驅動中國建材城發展及普及，代表門窗五金選擇權是在終端消費者，而不是過去所熟悉的門窗廠或開發商。而終端消費者會因經濟條件、使用的目的或者門窗門市銷售人員推薦而有不同需求，需求為少量多樣、多品牌及不同價位，與提供單一品牌及價格定位的門窗五金製造品牌商的商業模式不同，因此在這樣的條件下，本研究期望透過唯一以國際分銷商為定位進入中國市場的VBH為研究對象，期望可以達到以下的目的： 1.解析VBH為何無法憑藉歐洲第一大的門窗五金通路商的地位及德國品牌來源國的優勢，在中國獲得成功，以作為跨國企業欲經營中國門窗五金通路的借鏡。 2.因全球歐式門窗五金產業多數為私人企業，在德國甚至多數都是百年歷史的家族企業，資訊不公開取得不易，目前僅VBH為上市公司，希望透過有系統的研究分析，對有志經營歐式門窗五金業者做出一些貢獻。
並列摘要
The majority manufacturer brands face customers directly by themselves of the door and window fittings market in China, including imported brands and local brands. They apply the business model same as in Europe which focus on business customers such as fabricators, developers and builders. However, there are high risk for accounts receivables and price competition which influence the developments for the foreign manufacturer brands in China. Nevertheless, the new buildings are not be decorated wholly when transfer to the buyer, the second-hand housing market is very blooming in the recent years and there are some energy saving regulations in the building of five-year-plan for 2011 to 2015, which drive the growth and popular of building materials shopping malls. It means the end users decide which brand they want, it is totally different from before. In this case, there are small volumes but varieties, multi-brand and wide price choices which will depend on the customers’ economic conditions, purposes and the sellers’recomments. It is the opportunities for distributors. This is why I am doing the study of VBH which is the only one position herself for the international distributors when VBH entered into China market. I expect to achieve the following objectives: 1. To identify the root causes why VBH can not make the same successes in China which VBH has the advantage of German brand and reputation of the leader distributor in the Europe. We can learn something to be successful in the future. 2. Due to majority door and window hardware companies are private and family company, some of them even over hundred-year history in Germany. Therefore, the information is not public and has the difficulties to get. VBH is the only public company in the industry; I hope I can summary some benefits and contributions to whom are interesting to run door and window fittings distributors in China.
參考文獻
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