A Study of International Marketing Strategy in Dental Technology Industry

• Main Authors: Kuan-Chieh Huang, 黃冠傑
• Other Authors: Tung-Lai Hu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/regeac

碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 100 === In recent years, dental technology has received more attention. Amid intense competition, it has become increasingly important for biomedical companies to find their niche in the industry. To develop effective marketing strategies, the present study sets out to investigate the demand of the industry. In Taiwan, dental technology is operated by small or medium enterprises and the market is limited. Since there is a lack of knowledge in global marketing strategies, Taiwanese companies tend to promote their products by slacking prices. Through the analysis of the market and case study, the present study intends to raise the awareness of those enterprises involved in the dental technology industry and to facilitate their understanding of their strengths and the demand of the market. It is hoped that a new business model may be constructed and the goal of sustainable operation and internationalization may be realized.