自動化設備產業在大陸的經營策略－以M公司為例

陳昱全(Yu-chuan Chen)

指導教授 ： 鄭漢鐔

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

中國大陸宣佈經濟開放30年後，最顯著的成就為經濟的高速成長，各行各業的國際業者相繼進入中國大陸市場，尤其以製造業者為著，使得中國儼然成為世界的工廠。然，工業號稱經濟之母，中國政府在尋求經濟結構轉型之際，必須藉由自動化生產設備的提升，方能讓中國真正走向製造大國。有鑑於此，本研究希望藉由個案分析，探討中國大陸自動化設備產業的概況，並且深入分析個案公司在中國市場的行銷策略與未來發展方向。
本研究綜合文獻及個案研究結果，得到以下結論，可做為個案公司在未來制定行銷策略時的方針。第一、如何改善目前的客戶群結構及如何轉型為本土的自動化設備廠商；第二、須針對各地方的區域特性訂定銷售推廣策略及加強公司組織之分工；第三、加強研發高端產品速度，以慢慢減少台灣公司之依賴性，並拓展產品線深度。
針對個案公司在中國未來發展，本研究提出以下建議：第一、制定不同區域的行銷策略方能提供最佳方案；第二、產品創新；第三、強化關係行銷，鞏固顧客忠誠度；第四、競爭對手資料收集；第五、加強營業能力進行系統化訓練；第六、尋求合作伙伴提昇競爭力。

關鍵字

自動化設備產業 ； 產業分析 ； 行銷策略

並列摘要

The most significant achievement of China mainland in 30 years after announcing the economic liberalization is the rapid economic growth. Many international industry sectors entered the China mainland market, especially the manufacturers, making China mainland has become the world''s factory. However, the industry is known as the mother of the economy. The Chinese government needs to enhance the automated production equipment during the period of seeking the economic restructuring, which can make China mainland the real manufacturing country. In view of this, this study hopes to investigate the overview of automated equipment industry in China mainland based on the case study and to deeply analyze the marketing strategy and future direction of certain companies in China market.

This study synthesize the investigation result of materials and cases and come out the following conclusions which may be taken as the company guideline for future marketing strategy approaching. First, how to improve the current customer structure and how to transfer to the local automation equipment manufacturers; second, to set the sales promotion strategy based on the regional characteristic of different areas and to strengthen the company''s division of organizations; third, to speed up the researching and development of high-end products to gradually reduce the dependence of Taiwan companies, and to expand the product line depth.

Regarding to the company’s future development in China, this study proposes the following recommendations: First, to develop marketing strategies for different regions which will be the best solution; second, product innovation; third, to strengthen the relationship marketing that can keep customer loyalty; fourth, competitor data collection; fifth, to strengthen the business capacity and to take systematic training; sixth, to seek partners to enhance competitiveness.

並列關鍵字

Industry analysis ； Marketing strategy ； Automated equipment industry

參考文獻

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