非洲一盞燈市場行銷策略

布吉納法索是西非內陸國家，人口約1370萬，是聯合國公佈的世界最不發達國家之一，據統計，布吉納法索地區的人口識字率屬於低於平均狀態，「非洲一盞燈」計畫能用低成本、高效能的LED燈幫助當地學童學習。K公司透過與台灣優質供應商，由上、中、下游垂直整合合作開發出「非洲一盞燈」產品，成功利用台灣的太陽能發電、節省能源的LED燈具、高效能鋰鐵電池及系統整合等高科技產業的強項，讓彼此產業優勢的整合效益能夠發揮，不但能廣泛運用在多種用途，更為台灣光電產業開創新的應用型態。而外交部在西非友邦國家推動「非洲一盞燈」計畫，也已編列相關經費供布吉納法索採購此類產品，同時獲得了經濟部中小企業創新研究獎的肯定。在這個穩健扎根的基礎下，探討分析K公司在初期如何打入非洲市場，中期如何利用自身競爭優勢推廣非洲一盞燈，後期如何使太陽能儲電的採用更普及，將已開發之創新技術商品化，並批量銷售至具潛力之新興市場便是值得思量與突破的課題。

關鍵字

非洲；非洲一盞燈； LED ；鋰鐵電池；競爭優勢

並列摘要

Burkina Faso was a landlocked country in West Africa. A nation with population of approximately 13.7 million, the United Nations announced her as the least developed countries in the world. According to statistics, Burkina Faso had an average literacy rate lower than other states in Africa due to lack of electricity. “Lamps for African School Children" was a low-cost, high-performance LED lights which can help African children on learning in school and at home. K Company of Taiwan, through the good quality suppliers from upper to downstream of the vertical Integration in manufacture at Taichung, Taiwan, successfully used solar power panels, energy-saving LED lamps and high-performance lithium-iron battery to create system integration strengths, so that each industrial advantages synergies being widely usage in a variety of application as well as more Taiwan's optoelectronics industries to open up new area of solar power applications.The Ministry of Foreign Affairs of the Republic of China (Taiwan) had recently promoted the so called "Africa lamps" project in West African. It has also made for the provision related to the procurement of such products in Burkina Faso. The product of K Company had won several times the Small and Medium Enterprise Innovation Research Award recognition during the passed years. K Company was a steadily grown industry in Taiwan and had its experience of entering the African market. It had the competitive advantages to promote “Africa lamp” in all stages, including solar electricity storage. The strategic planning of foreign aids projects of the ROC government accompany with the Corporate Social Responsibility (CSR) programs in Taiwan will finally make the ”Solar Powered LED Lamps for African Children” successful in a near future. How to make solar power more widespread adopted for the development of innovative products mainly depending on the remote and potential market emerged and breakthrough.