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  • 學位論文

台灣中小企業產品創新與國際行銷策略之研究

Export strategies for inventions of Taiwan small and medium-sized enterprises

指導教授 : 趙義隆

摘要


自共產社會崩解以降,全球歷經一連串經濟環境的變化,台灣中小企業必須在轉變的大環境中,尋求生存之道,研發創新的產品是其中的解答之一。然而如何才能將新產品順利外銷?為此目的,本研究首先提出產品創新程度的區分方法,分成技術創新、功能創新與市場創新三個構面。其次探討影響創新產品外銷的因素,最後則是在各自的市場定位下,歸納出適切的行銷策略,包括外銷通路模式、產品的推廣與訂價策略。 在參考文獻與訪談案例的交互引證下,本研究採用「技術創新 」、「功能創新」和「市場創新」三個構面,作為消費者對產品創新程度認知的代表。 有關創新產品之市場定位,技術與功能創新程度較高之產品,傾向以高技術或新功能為產品定位;而造型設計、品牌區隔與價格低廉,則可輔助產品的創新定位。訪談案例對於創新使用者及早期採用者的行銷,與文獻探討中積極定位以利推廣創新產品之作法,有很大的差距。受訪的企業仍將目標市場視為一個整體,除了鎖定目標市場之外,並未如文獻的建議,採行從創新使用者及早期採用者切入市場的定位策略。 對於創新產品之外銷模式,外銷通路模式會隨著企業成長與經驗累積而延伸和改變,與產品創新程度及自有品牌的建立也呈現正相關。單從產品的角度而言,創新程度高的產品,企業對外銷的掌控要求有趨高之現象,尤其偏好高定位、高價格的專賣店,同時也比較不會採取間接外銷的模式。 創新產品在外銷客戶之找尋與產品推廣上,既有客戶是創新產品首要的推廣對象,在產品研發期即已展開溝通,以獲取市場反應與客戶訂單。參加展覽是推廣創新產品最活動,藉此得以測試市場的反應,並爭取客戶的訂單。在市場所在設立行銷公司,已成為外銷策略的必備條件。 創新產品之外銷訂價策略以需求導向和競爭導向為主,需求導向顯現創新產品所具有的價格優勢,競爭導向則代表產業環境持續存在的競爭壓力。整體而言,高市場創新的產品,擁有較佳的訂價優勢,創新產品平均訂價比既有產品高出10~30%。 本研究在實務面的總結建議,認為在產品創新上,需以消費者的立場來衡量產品,並應致力於市場創新度的提升。另外,造型設計、品牌區隔、物超所值等正確的產品定位,均可增加產品的形象與價值。而產品創新程度愈高,需要愈強的行銷通路掌控,最好能在海外市場建立自主的行銷公司,以直接取得市場一手資訊,提高對行銷通路的自主權。愈直接的外銷通路對創新產品的銷售愈佳。另外,參加展覽是推廣創新產品的重要途徑 ,以獲取市場的反應與爭取訂單。再者,擁有新穎特性的創新產品可採取需求導向或市場導向的訂價策略。最後,智慧財產權是創新產品必備的守護神,也是在產業競爭的基本條件。

並列摘要


Since the communistic society broke down and the global economic environment has gone through a succession of change, the small and medium-sized enterprises in Taiwan must find a way to survive in the changing environment. Research and development on innovative product is one of the solutions. However, how to smoothly sell new product is another issue. To this end, this research at first proposes the differentiation method on the level of product innovativeness, including technological, functional, and market innovation. Secondly,the research probes into the factors influencing the export of innovative products. Finally, under different market orientations, the research sums up the appropriate marketing strategies, including the export channel model, the product promotion, and the pricing strategy. Under the cross reference between the previous documents and the interview cases, this research adopts three scopes, “technological innovation”, “functional innovation”, and “market innovation”, as the evaluation on consumers’ cognition level of the innovative products. Regarding the market position of innovative products, the products with higher level in the technological and functional innovation tend to be positioned with high technology or new functions. Industrial design, branding, and low pricing would be helpful to the positioning of innovative products. For the marketing on the innovation users and early adopters, the opinions in interview cases are greatly different from the previous references which assert active positioning to promote new products. The interviewed enterprises still regard the target market as a whole and focus its efforts therein; they didn’t follow the suggestions from the references, to separate innovation users and early adopters and plan the positioning strategies for different users. As to the export model of innovative products, the export channel model would extend and change through the growing-up and accumulating experiences in enterprises and also present positive correlation with the product innovativeness level and the self-owned brand setting. From the aspects of products, enterprises used to demand higher control on the export of highly innovative products, especially preference on the monopolized shops with high-class positioning and high pricing, and at the same time would not adopt the indirect model for the export. For search on export customers and promotion of new products, current customers are the primary target to promote innovative products. In the research and development of products , the enterprises would start communication to obtain the market response and customer's orders. Exhibition is the most important activity in the promotion of innovative products in order to evaluate the market response and gain customers’ orders. That’s why setting up one marketing company in the target market is necessary in the export strategy. The pricing strategies in the export of innovative products are mainly demand-oriented and competition-oriented; the demand orientation means the price advantage in innovative products; the competition orientation means the succeeding competitive pressure in the industry environment. Overall, the product with higher market innovation would have better pricing advantage; in average, the pricing for innovative products is 10 to 30 percent higher than that of current products. To sum up the recommendation in the aspects of practices, the research proposes that the product innovativeness should base on the consumers’ viewpoints to evaluate products and the enterprises should aggressively improve the market innovation. Besides, the correct product positioning, such as the industrial design, branding, and exceeding value, would increase the product image and value. For higher level in the product innovativeness, the enterprises need stronger control on the marketing channel and would better establish independent market companies in the exported market to directly obtain the first hand information from the target market and increase the decision-making power in the marketing channel. More direct marketing channel would be more helpful to the sale of innovative products. Furthermore, exhibition is one important method to promote innovative products to catch the market response and customers’ orders. In addition, the enterprises could adopt demand-oriented or market-oriented pricing strategy for innovative products that are with new and special characteristics. Finally, the intellectual property right is the necessary protection to innovative products and also the basic requirement in the industry competition.

參考文獻


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1.Ravi S. Achrol and Michael J. Etzel (2003), The Structure
18.Neng Liang and Arvind Parkhe (1997), Importer behavior:
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被引用紀錄


林維芳(2008)。醫療電子產業之產品發展策略探討–以內視鏡產品為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU.2008.10156
蔡詠春(2010)。臺北市國民小學創新經營與學校行銷關係之研究〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315185255

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