國際行銷策略研討-以辦公家具OA168.COM.TW為例

A Study of International Marketing Strategy -A Case of OA Furniture for oa168.com.tw

魏宏穎(WEI, HUNG YING)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

台灣係以中小企業經濟體組成，而其中家具業者如何在國內外競爭產業環境中脫穎而出則為值得關注議題，遂本研究以個案研究法，選定國內具代表性個案，深入訪談，並作成文字檔紀錄，以為實證之證據。並經由訪談內容整理，以說明研究發現。探討其藉由己身既有優勢及建立虛實通路整合方式，進而拓展至國際市場經營。
本研究首先藉由分析台灣家具產業之發展現況及整體市場競爭情況。以及業者如何制定己身國際發展策略，進而在激烈全球環境中脫穎而出以獲取競爭優勢來源。相關台灣家具業者如何因應國際化趨勢，進而訂定適合己身特性之行銷發展策略，以提高品牌形象及能見度。最後提出在面對激烈競爭環境，家具業者未來發展趨勢。
綜合文獻探討及個案訪談成果，本研究整理重要研究發現為
1. 個案公司藉由技術能力基礎及國外行銷經驗，進而擴展全球國際化策略
2. 家具業者藉由明確之STP策略管理概念以提升國際行銷力道
3. 家具業者的訂價及促銷得考量不同國情規劃差異化行銷策略
4. 家具業者藉由虛實通路整合或策略聯盟拓展國際化行銷佈局

關鍵字

家具產業、國際化行銷策略、STP策略管理、通路佈局

並列摘要

ABSTRACT
Taiwan's economy is composed of small and medium enterprises. For the furniture industry, how the firms to stand out in a competitive environment is really an important issue. The study uses method of cases study and selects several domestic cases as representatives to take in-depth interviews and then record as empirical evidence. Through interviews to illustrate the findings and explore the firms how to take its existing strengths and integrate the actual and virtual channels, thereby expand their international markets.
The study first analyzes the current situation of Taiwan furniture industry and the competition in the overall market and ask how the firms to formulate the international development policies to stand out in the fierce global environment. And how the Taiwan furniture firms to set the appropriate marketing strategies in response to the international trend to enhance their brand image and visibility. Finally, the thesis analyzes how the firms to face the competitive environment and what are the trends of the furniture industry.
Through the literatures review and cases study, the important findings are presented as followings:
1. The furniture firms take the technical capability and foreign marketing experiences to expand their global international strategies.
2. The furniture firms take explicit STP strategic management concepts to enhance the force of international marketing.
3. The furniture firms should consider different national situation to make the pricing and promotional planning as the differentiated marketing strategies.
4. The furniture firms integrate the actual and virtual channels and make strategic alliance to expand their international distribution channels.

並列關鍵字

Furniture Industry, International Marketing Strategy, STP Strategic Management, Distribution Channel

參考文獻

3. 經濟部國際貿易局：http://www.trade.gov.tw/

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1. 台灣區家具工業同業公會(TFMA)：http://www.tfma.org.tw/intro.php

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