成熟市場下之國際品牌合作：以T公司為例

Abstract

本論文以台灣的工模具鋼產業為例，充份表現出成熟市場低成長率及高佔有率的特色。經營工模具鋼的T公司，與來自日本的國際工模具鋼品牌，山陽特殊鋼，合作並且進入台灣工模具鋼市場，仰賴的是相互合作的關係，不僅需要對市場的充分了解並推出能深入客戶心中的利基商品及服務。前端市場的推廣及強而有力的後勤支援才足以讓成熟市場下的合作案得以成功。經由動能競爭中鑽石模型、客戶定位座標及AMC模型的分析，掌握客戶的需求動態，並加以動態回饋調整，輔以國際品牌的技術支援與銷售體系，利用成熟市場上的需求差異性，集中資源滿足目標客戶的實際需求，讓關鍵的客戶群體變為大的族群，最後在市場上也能佔有一定的地位，在成熟市場中獲得全新的商機。

This thesis takes Taiwan’s Mold steel industry as an example showing low growth rate and high market share are the two characteristics of mature market. Local company, T company which sale mold steel at Taiwan, and international brand, Sanyo Special Steel Co., LTD. from Japan, have to rely on various collaborations to enter the local markets. They need to fully understand the market and provide suitable goods and services that can meet customers’ demands. The promotion and introduction of products and services from the international brand companies to the market and strong logistical support from the local companies are the two factors that make the international brand companies successful in the mature markets. The competitive dynamic diamond model, the customer positioning coordinates, and the AMC model of dynamic competitive theory help identify what is customers’ really demand, and adjust strategies, together with the help from the technical support and sales system of built international brands, based on the analytical results from these models. This thesis focuses on analyzing how to meet the actual needs of the target customers and how to turn the key customer groups into larger groups to find the potential customers in the market, thereby gaining new opportunities in the mature markets.