| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 103 === Taiwan's bicycle industry is a very small number of research and innovation, international division of labor, globalization, brand marketing and sales channel capabilities in traditional industries. However, Taiwanese manufacturers of low-cost competitive advantage is diminishing, and are seeking the transformation and development of its own brand because of facing the threat of emerging countries which produce low price products. Today domestic manufacturers are mostly small and medium enterprises, the lack of development of its own brand of experience and ability.
Through reviewing relevant literature and collecting experts’ opinions by modified Delphi Method, four main factors and corresponding sub-factors to establish an international brand are derived.
DEMATEL was employed to determine the importance of each factor and association among factors. From the analysis result, three main factors, brand image, brand awareness and channel strategy, are classified to outcome factors and product is classified to cause factor.
Furthermore, opinions of two groups, professional riders and firm managers, are analysed separately. The importance of main factors and sub-factors and association of those factors were determined by DEMATEL. The results of two groups were compared accordingly. Managerial implication and conclusion were provided.
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