An case study on marketing strategies of Taiwanese enterprises is Mainland China

• Main Authors: Liao Nan-ning, 廖南甯
• Other Authors: Chang Horng-jinh
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/76177040848296411901

碩士 === 淡江大學 === 大陸研究所 === 84 === Because of Taiwanese and foreign enterprises are placing more and more emphasis on domestic market in Mainland China, how to design marketing strategies in order to enter such big market has gradually become the topic which enterprises and academic circles like to research. Marketing strategies are not same for customer-goods classification. I have studied four Taiwanese enterprises who had entered the market of Mainland China. I had found: These marketing strategies are affected by the marketing environment in Mainland China, not by consumer-goods classifications: 1.They choose the east part and big cities of Mainland China as the main marketing areas. 2.They apply single- brand strategy during the earlier period of brand introduction. 3.They design their brand that comes from foreign. 4.They choose high quality-middle price for their pricing method. 5.They choose going-rate pricing for their pricing method. 6.They choose multiple-channel strategy. 7.Their advertising''s'' messages are about that their brand comes from foreign adn It''s marked different between their product and other''s product. These marketing strategies are affected by consumer-goods classification: 1.Shopping and specialty goods companies choose com- plementary channel,conveniennce goods companies choose competitive channel. 2.Shopping and specialty goods companies prefer personal selling,convenience goods companies prefer advertising and sales promotion. 3.Shopping and specialty goods companies have adver- tisements for quality of their product, brand and companies, convenience goods companies have advertisement for their product.