The Research of The Marketing Strategies from The Perspective Of RBV and MBV : A Case Study Of Packaged Beverages of Taiwanese Company in South China

• Main Authors: Tsai Chao-Yang, 蔡肇洋
• Other Authors: Lin Hsin-Mei
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/w4zma9

碩士 === 國立暨南國際大學 === 國際企業學系 === 106 === Abstract China retail industry kept a steady growth and the total sales of consumer goods reach 6717.7 billion. China FMCG sales grew by 12.9% in the 12 months to 2012. According to the report ‘’Looking to China’s market” by AC Nielsen published 2005 and the study shows that the china FMCG sales grew by 14% in “China Fast Moving Consumer Goods Trends and Prospects” by Kantar Worldpanel published 2012. In Ting Hsin International Group and Uni-President (within the top ranks of South China FMCG) are the main subject that uses to explore the China FMCG market which based on methods of market-based view and resource-based view. In this research lots of information is gathered from interview and udndata.com. In the result of research, Ting Hsin International Group and Uni-President are similar using resource-based strategy in prosperity and using market-based strategy in depression.