| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 90 === The world economic trends are going to be more and more liberalized and globalized because of the development of WTO (World Trade Organization) and the improvement of ICT (information & communication technology) in the 21st century. Due to these changes, Taiwan’s Small and Medium size enterprises (SMEs) are encountering difficulties of survival as well as the bottleneck of industrial upgrading.
The main purpose of this study is to probe the present situation of sustaining competitive advantages of Taiwan’s SMEs for future industrial upgrading via resources integration and strategic alliances. The method of this research emphasizing on gap analysis to reveal the difference between future demand and status quo that determines the structure and task of the International Marketing Company being studied. The research variables in the analysis have been defined by three categories (technology, product and market) and in three levels (high, medium and low). Further more, the practical data and opinions are gathered from five cases by depth interview along with semi-structured questionnaire. By the inductive results of gap analysis, this research has identified the advantages and disadvantages of SMEs in this industry, and suggests the critical resources required in each stage of future development process that shall be carefully planned and acquired by the above-mentioned company.
Taking the opportunity of Taiwan’s government’s policy that assists SMEs to firm an international marketing company in several industries as to provide more professional and productive services to worldwide customers by “single window or platform” strategy. The contribution of this study, therefore, not only highlights the necessity and importance of international marketing company together with government’s resources and support, but also suggest a promising function design of that company. By using the dynamic planning model designed this research, the industry as well as the company can analyze and choose the networking methods of critical resources, and plan the patterns of technology transfer, product and market development more strategically in the future.
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