| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 86 === Taiwan''s information technology industry plays an important role of
manufacturing computer-related goods in worldwide market. However, the
industry''s players mainly focus their business on OEM/ODM (Original
Equipment Manufacturing/Own Design Manufacturing). To increase the
revenue and ensure future business growth, it is essential for senior
management to market products worldwide by their own brand (OBM, Own
Brand Manufacturing). The decision to advertise internationally is the
first decision needed to be addressed in becoming an OBM firm.
This paper assesses the international advertising related theories
relevant to this area. Then using the research methodology of "Grounded
theory" and "Case Study" analysis, the author analyzes interviews with
10 senior international advertising decision-makers in Taiwan. The paper
finally proposes a decision model for international advertising in the
IT industry.
The main conclusions drawn from the interviews and research carried out
are as follows:
1. OEMs/ODMs have no concrete international marketing planning.
2. Despite the learning value of OEM production for Taiwanese firms, the
main development strategy for these firms in the future will be as OBMs.
3. Taiwanese firms view advertising as secondary in their international
promotion strategies to other activities including public relations,
product testing, international trade shows.
4. The purpose of international advertising was seen only as a way to
maintain the relationship with resellers or distributors. The function
of international advertising was viewed as a way to announce new
products to the market, enhance one''s brand image, and to maintain
exposure levels.
5. The main budgeting method for advertising was the Percentage-of-Sales
method. The other method commonly used was the Bottom-up method.
6. They used non-standard advertising content worldwide.
7. Company headquarters largely drove the decision making for
international advertising.
8. Magazines were found to be the main advertising media for the IT
industry. Internet advertising was generally being given serious
consideration by companies as an alternate advertising media.
9. The criteria for choosing advertising media was the market position
of the media and the opinions of both resellers and readers.
10. Companies only passively evaluated the effectiveness of selected
media, through methods such as responses from customers.
Finally, in line with the paper''s research results, a mathematics model
of media selection was constructed in order to develop an integrated
decision-making model for international advertising. This model may be
of significant value as a reference for future research in this area.
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