| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 93 === The topic of this research is mainly focusing on own brand marketing using Taiwan made consumer electronic products. To explore the methodology of global marketing strategy of Hannspree, which is the subsidiary of LCD panel maker Hannstar, by using the consumer product - LCD TV as the research objective that under the growth stage of product life. First of all, we will review the global market to Japan market, and then apply the theory of entry mode, the entry barriers of international market to study the channel structure, retailers of the closed Japan market in the paper. And lastly propose a proper entry strategy and the marketing mode at the same time.
According to this research structure, there are three elements to determine the successful possibility that how does Taiwan’s household electrical appliances maker to enter Japanese market for promoting their brand, to realize the channel structure, to recover and take actions. These elements are relevant each other, such as different entry mode will face different entry barriers, and that may caused by national trade barriers and some may caused by channel barriers. Meanwhile, different channel may also affect the decision of entry mode.
Base on the research structure, we come out the following assumption, Japanese consumer has high sensitivity of COO, they think the famous brand and high class brand are not equated, and the high level’s product almost comes from Europe area.
The key factor for purchasing household electrical appliance are quality, price and after service to Japanese consumer. It is recommended using the business model of direct exporting through the oversea subsidiary while Taiwanese company intent to run the sales of Japanese market.
It is also recommend to apply product differential strategy, product image promoting strategy and find agent partner to start the sales, that because of the barriers of Japan market mainly comes form channel barrier and, brand perception, which formed by consumer’s COO.
Besides, we found the new brand could slide into Japanese market using two ways to get reputation and more business, these are promote a new product that made by pure new technology, or a promote new product that never found in the exist market.
Hopefully the conclusion of this research could provide some contribution to academic circle and industry, eventually.
|
|---|
