台灣自行車品牌進入國際市場之研究

The penetration of Taiwanese bicycle brands into global markets

Zidni Ilmansyah Ahfi(Zidni Ilmansyah Ahfi)

指導教授 ： HASH(0xaf63114)

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

無資料

關鍵字

HASH(0xaf64058) ； HASH(0xaf640d0) ； HASH(0xaf64148)

並列摘要

This paper studies Taiwanese bicycle brands break into global markets and competition from low-cost rival in China. This research purposes to examine the state of brand building processes to brand penetration of Taiwanese bicycle makers. The study begins with literature review of brand management, and the cases of two major Taiwanese bicycle companies. Base on the identified areas by focusing on the performance of the Taiwanese bicycle brands, dimensions of globalization, globalization strategies, and A-Team. Thereafter a questionnaire was designed and sent out to respondents. The findings were evaluated and analyzed by using analysis program SPSS. The study concluded that in the bicycle industry the dimensions of globalization would be the critical factors of formulating the globalization strategies that towards brand penetration. Therefore this study discovered the establishment of A-Team is influenced by the globalization strategies. The findings are highly indicative. This study describes the process from the brand building process to brand penetration.

並列關鍵字

Bicycle industry ； Brand building ； Globalization ； Brand penetration

參考文獻

A. References to journals or periodicals

Brookfield, J., Liu, R. J., and MacDuffie, J. P. (2008), “Taiwan’s bicycle Industry A-Team battles Chinese competition with innovation and cooperation”, Strategy and Leadership, Vol. 36, No. 1, pp. 14-19.

Galvin, P. and Morkel, A. (2001), “The effect of product modularity on industry structure: The case of the world bicycle industry”, Industry and Innovation, Vol. 8, No. 1, pp. 31-47.

Chu, W. W. (1997), “Causes of growth: a study of Taiwan’s bicycle Industry”, Cambridge Journal of Economics, Vol. 21, pp. 55-72.

Randall, T., Ulrich, K. and Reibstein D. (1998), “Brand equity and vertical product line extent”, Marketing Science, Vol. 17, No. 4, pp. 356-379.