The International Channel Marketing Strategy of Video Conferencing System-The Case Study of A Company

• Main Authors: LIU, CHIA-CHI, 劉佳琦
• Other Authors: LEE, JIAN-YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/my4fn7

碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 107 === This research mainly discusses how SMEs can find the key factors for success in the path expansion of B2B international business in the case of insufficient resources. We would also explore relative importance of each key success factors through the verification of relevant performance data, and then to invest more resources in the future to gain greater channel promotion benefits in future. This research uses a case-study method to conduct in-depth interviews with Global Sales Director, international Sales manager and major channel distributor of the case company through the effective design of case questionnaires, and then summarize the case companys international channel marketing model in the past few years. The object of this research is a Taiwanese small and medium-sized enterprise that has been operating in the video conferencing industry for a long time and uses its own brand in the global market. The development of video conferencing in the next few years is still a trend of continuous upward growth. The case company has occupied a certain market share in many markets through its product competitiveness and leveraged international channel marketing. For the future, how to continue to increase market share and brand awareness, it is the next stage of the international business strategy implementation focus of the case company. After sub-data related to in-depth interviews and research with different subjects, this research has been found that the case company have continued to enhance brand awareness and performance growth in the past few years through product differentiation, service differentiation, sufficient channel profit and right selected partners. Because of inter-connections between these factors and leveraged channel management, it allows the case company to move into a new field and then compete with big market competitors in this market and maintaining a higher growth rate than the average industry growth rate.