台灣科技品牌國際在地化的挑戰-以宏正自動科技為例

Abstract

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Small and medium-sized enterprises are the foundation of Taiwan’s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan’s economic growth. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand and go globally becomes an important strategy for Taiwan companies. This study explores some possible challenges when a Taiwanese enterprise doing global business. A qualitative case study approach was employed in this study to focus on ATEN international (KVM worldwide #1 manufacturer) which attempt to build their brands in the international market. The result shows that there will be three main challenge categories which might impact the Taiwanese companies going globally. 1. Internal challenges ● Local office v.s. trading business and Talent acquisition and retention 2. External challenges ● Knowledge of the market and Adaptability 3. Sales and Marketing related challenges ● Branding and promotion and Pricing strategy