台商企业于大陆市场之品牌营销策略的分析.pdfVIP

0o 032025517刘正平 台商企业于大陆市场之品牌营销策略分析 In recent years，Taiwan has seen a steady drop in the number ofOEM orders．As a resul4 Taiwan is now faced with two choices：(i)either re—locate the industry to other countries，or (ii)upgrade the industry．The first choice has provoked hot debate within Taiwan．Some think that Taiwan should follow the footsteps of major industrial countries and relocate all ● ’ or part ofits industries to mainland Or SoutheastAsian countries．However,some think that Taiwan should not relocate its industries as this would result in the hollowing out of its industries，loss of resources，unemployment．Industry upgrading,on the other hand,is the consensus amongst both government,enterprise and the public．How to figure out an effectiveway to transform the industry has been a big issue in Taiwan for years． To raise the contribution of the service industry might help to plug the gap left behind by the relocation of manufacturing．However,the most important and effective way to enhance Taiwan’S competitiveness is to improve the brand image ofTaiwanese companies and products．Korea has already set all ideal benchmark for Taiwan．There is no doubt that Taiwan has the capabiHty to run their own brandname．But the question is cail Taiwanese brand break into the world’s top 100brands?One way is to get a foothold into the mainland market．Mainland provides ahuge，integrated and steady growing market to the world．Could Taiwans industry survive and surpass in this highly profitable and competitive market?The answer depends on ifTaiwans industry could capitalize on its own superiority to overcome the obstacle．Below 1 will analysis the examples ofTaiwan’S private enterprise in the recent 5 years and further provide feasible solutio璐． Key words：Brand,OEM(ODM)，Taiwanese Companies，Marketing ．2． 0o 032025517刘正平 台商企业于大陆市场之品牌营销策略分析 1．绪论 1．1研究背景与意义 相较大陆的经济年年以两位数的速度高速成长，台湾产业界正面临着成长趋缓、 竞争力衰退的窘境。政府及产业界不断地思索及关注的议题就是如何让产业升级，进 入下一阶段的高成长期。 台湾过去数十年来最引以自豪的高科技产业目前已经步入成熟期，技术及管理水 平成熟且稳定增长，但利润却持续缩水。