New Wireless Communication Terminal Products Launch Strategy in Overseas Markets
| Autor: | Frank Huang, 黃勝雄 |
|---|---|
| Rok vydání: | 2002 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 90 As facing the low-cost competition from China-made products, lots of manufacturers of low-to-middle tier products have moved their production basis to China. It’s the trend and not be avoided based on the conclusion of reference. Therefore, to enhance the capability of Marketing and Research & Development are becoming a crucial point. Furthermore, the issue about how sucessfully launch a new product to overseas market in order to raise the total contribution is getting important. That’s because the size of local market and high cost of development in Taiwan. The Wireless Communication is one of the growing industries in the world. Based on the current resources what Taiwanese companies have as well as the owned expertise about technology standard and cost competance, the terminal products of wireless communication is most likely to be successfully penetrate to overseas markets comparing with other categories. Besides, lots of Taiwanese companies are lack of experience about launching new products in overseas markets. So, this study is trying to come up with a principle, which is based on the analysis of concept of lowest exchange cost, and to help Taiwanese companies set a proper launching strategy. This strategy will be a best fit from four aspects including of Products, Channels, Promotions and Prices. The structure of this study is started from theory analysis referred to related thesis, then get involved into two practical cases which described how these two companies set their launching strategy, respectively. During the process, the interview with related persons provides a valueable collection of insight. After that, a conclusion is built up and confirmed it with facts from practical cases. This concluded principle could be a valueable reference for Taiwanese companies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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