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標題: | 消費性電子產業進入中國市場策略研究 The Entry Stragety research of Consumer Electronic industry in China market |
作者: | Ming-Yuan Kang 康明淵 |
指導教授: | 翁崇雄 |
關鍵字: | 消費性電子,進入,大陸市場,策略, Consumer Electronics,Strategy of Market Entry,Market of the mainland of China, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | 中國經濟持續快速成長,造就一波新消費族群誕生,這些高消費能力的中上階層估計約1億人口左右的消費市場,讓全球仰賴中國低廉勞動力的世界大廠,不得不重新思考對中國的投資策略,從以往的世界工廠轉型為繼美國、歐盟、日本以外的第四大經濟櫥窗,未來更是超級世界市場。
全球國際科技廠商不約而同向大陸靠攏,前往設置營運據點,關鍵性目的,即是看上龐大的大陸本土內需市場,佈點也多半是為了就近拓展市場,符合全球佈局的考量。從趨勢來看,大陸從1980 年至2000 年間,整體資訊電子產品的年平均成長率高達21.53%。其中,大陸消費性電子商品的內需市場潛力,最受各界的矚目。中國消費性電子產品市場之成長,除人民的消費力提升外,另一個重要因素在於消費性電子基本環境逐步健全。中國大陸自1978 年實施改革開放後,實質GDP 從1990 年的33,222 億元人民幣,躍升為2005 年的159,878 億元人民幣,年平均成長率達9.8%,居世界第6 大經濟體。目前,全球經濟景氣似乎有轉好趨勢,我們從全球市場佈局的角度來思考,需挑選經濟發展快,且政局相對比較穩定的國家或地區進行投資佈局,而大陸正好具備這項條件,值得注意的是,全球五百大跨國企業目前已經超過四百家在中國大陸投資,累計至2005 年8 月份止,中國引進的外資已高達6000 億美元,仍佔發展中國家吸引外資的第一位,大規模的外資注入,使大陸逐漸成為亞洲製造中心,也成為世界工廠。 綜合上述敘述,本論文之研究動機即在於,當今中國市場有什麼樣的外在與內在因素,導致中國近二十年來強力吸取外資的魅力,並了解外資進入中國市場的發展過程,以及已進入者的策略模式。 The continuous and prompt development of China Economics has given birth to the new group of consumers. The higher-end market, which is composed of 100 million of consumers in middle and high class, has made the investors have to make a new market strategy on how to invest in China. China was considered to be the world factory depending on the cheap labor cost, following the USA, EU, Japan, now it has been transferring to the fourth biggest economics window, it will be the super world market in the future. The worldwide high-tech industries would have moved to the mainland of China to establish operation foothold, as if by prior agreement. The key purpose is to focus on the large domestic market of the mainland of China. The reason for setting up factories is also because of business development, and to comply with the consideration of worldwide layout. From the brief view of tendency, during the period from 1980 to 2000, as for the entire communication and consumer electronics, the average yearly increasing rate is as high as 21.53%, of which the potential domestic market of consumer electronics was concentrated on all over the world. The market development of consumer electronics in China is not only because of the promotion of people’s consuming ability, another important reason lies in that the basic environment of consumer electronics has become perfect step by step. Since 1978, when China began to adopt reform and open policy, the real GDP has been increasing from RMB 3,322.2 billion of 1990 to RMB 15,987.8 billion, the average yearly increasing rate reaches as high as 9.8%. China has become the 6th biggest economics state in the world. Nowadays, the global economics seems to be in better tendency. Considering the global market layout, it is a good choice to invest in a country or region with higher speed of economics development and relative quite stable government system. And the mainland of China just has this kind of advantages. To be paid attention to, among the 500 biggest international companies, currently more than 400 enterprises have invested in China. Accumulating until August, 2005, the foreign capital invested into China has reached as much as USD 600 billion, which is still the No.1 among developing countries. The large-scale fund pouring into has made China become the manufacturing center in Asia, and the world factory. In summary, the purpose of such argumentation is to research nowadays what kind of external and internal factors in China market have led to the charm that China has strongly absorbed foreign capital since 20 years ago, and to understand the developing process how the foreign capital enters the China market, as well as to know the existing strategy pattern. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/31559 |
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顯示於系所單位: | 資訊管理學系 |
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