| Summary: | 碩士 === 淡江大學 === 大陸研究所碩士在職專班 === 91 === Title of Thesis： A Research on the Management and Marketing
Strategies of Taiwan’s Garment Industry in China
Total page：174
Name of Institute： In-Service Master Program in China Studies；
Tamkang University
Graduate date： June，2003
Degree Conferred： Master
Advisor：Dr. Guo, Jiann-Jong；Dr. Hsu Su Hua
（中文）郭建中博士 （中文）許素華博士
Name of Student： Hsia Han Ying
（中文）夏漢英
Abstract：
For more than two decades, Taiwan has seen an exodus of its garment manufacturers to Southeast Asia to cope with the limited export quota and with Taiwan’s deteriorating production environment; and later to Central America as a result of pressure from the global competition and out of consideration for drawing up their global strategy so as to expand their markets worldwide.
And as a matter of course and inevitably, China has become one of the most attractive areas to the Taiwan businessmen to invest in. China, with its population of 1.3 billion, has been growing speedily in economy and is now the world’s 6th largest economy. Since its entry into the WTO, it has cut down the tariff and further opened its domestic market. China is envisaged as a giant market with the highest potential in the 21st century.
The main objectives of this dissertation are:
1) Research into the impact from the global competition on the Taiwan businesses in China,
2) Research into the production management and marketing policy of the garment business on both Taiwan and China,
3) Research into the consumers’ market atmosphere, and
4) Research into the business operation strategy of Taiwan’s garment businesses in China.
The content of this dissertation involves:
1) The rationale behind Taiwan businesses’ decision to invest in the overseas market and behind their conducting business operation from the global point of view, focusing on the cost comparison, the costs of transactions; on the way to penetrate and open up the world market; and on the motivation of investing overseas by the Taiwan enterprises,
2) The garment business developments of both Taiwan and China, and the interaction between the two places after their admission to the WTO,
3) An analysis of the China market as a whole, looking into consumers’ structure, market partition, garment market, the practice of consumers’ market, and legal environment,
4) A general situation of the investments by Taiwan businesses in China and a case study — an analysis of operation strategy of seven Taiwan garment enterprises; and, through the SWOT approach, a study of their production management, marketing and acclimatization strategy to the China environment.
Conclusion: According to the analyses made by the SWOT approach , the strategies adopted by the Taiwan garment business against the fierce global competition are:
a) Multiple Deployment: Moving out the production bases from Taiwan to the areas where there is a great demand and where marketing outlets can be established and competitive edge can be gained by cutting down the manufacturing costs to meet the competition by price,
b) Product Positioning: Following the market and consumers’ orientation, making the products diversified but limited in quantity, taking the initiative to keep the products at the cutting edge, thus increasing value added and at the same time boosting the competitive edge,
c) All-round Marketing Campaign: Different marketing strategies are adopted according to different product life-spans, and meanwhile develop new markets, expedite delivery, and respond rapidly to the market situation, and
d) Brand Orientation Marketing : Establishing partnership with the owners of the name brands which dominate the market so as to assure smooth operation of business, stressing the gap in quality between the products so as to reinforce consumers’ loyalty, and offering every possible service, thus improving the corporate image among the consumers.
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