台灣中小企業出口廠商針對新興市場初期之行銷策略研究

Abstract

近二十年來，新興市場國家的經濟一直在快速增長，新興市場國家在當代世界經濟中的地位不斷提高，其國際影響力不斷加強，本研究是希望透過研究者與相關業界領袖針對新興市場行銷策略的經驗，先從策略定義和策略執行過程切入，並分析行銷面的4P、4C、4R，藉此帶出新興市場行銷策略，依各別企業投入該市場之時間因素與業績表現，可分為初期開發階段、中期深耕階段及長期成熟階段等三種不同階段的行銷策略，並針對新興市場的初期開發階段提出三項綱要心理建設策略、六項細目措施、以及九項要式細節等具體可行的建議，以供國內中小企業出口廠商參考。

For two decades, the economy of the emerging market has grown up rapidly. This paper intends to provide suggestions about the initial marketing strategy for Taiwan's Medium and Small Exporters in Emerging Market. After consulting with many leaders from different industries, our research focuses on the initial marketing strategy in emerging market. We conclude as below: 1. The initial stage of the marketing strategy in emerging market is the most important one. In this stage, we cannot just apply the theories in the books to our research in the initial marketing strategy. We should apply not only marketing 4P, 4C, 4R but also “three fundamentals”, “six particulars”, and “nine rules”. 2. We should concentrate on customers’ needs not just on product side. Taiwan's Medium and Small Exporters have to understand customers’ needs in emerging markets for the sake of providing customers with products they actually need. In the same time, they should provide not only the products and services, but also consider the customer value and respect the difference from many points of view.