本論文採用教學個案的方式撰寫,內容陳述著一家台灣機車電子零件品牌的
誕生及通路拓展的策略,個案公司在 2012 年創立,一開始的品牌核心價值是欲
提供一套簡易的系統給顧客,期盼顧客及玩家能夠擁有一套人性化的軟體,減少
在改裝或測量功能時的複雜程度。而後因為一場馬來西亞的賽事讓此品牌曝光度
增加,開始有來自四面八方的顧客來詢問訂購,因此個案公司決定著手佈局拓展
國際市場。
為了維持品牌的核心價值,個案公司堅持由自己的工廠出貨至各個市場中,
以代理商的方式在各國經營。此方法除了能夠穩定產品的品質外,也防止有心人
士惡意打亂市場價格。而此品牌拓展的國家有東南亞、美國及中國三大區域。然
而,中國市場的拓展卻不太順利,水貨商品充斥著市場造成中國代理商的利潤大
幅減少。此教學個案深入分析進入國際市場的方法以及銷售方式,再者,同時探
討著解決代理商所遇到的危機以及如何在危機發生的情況下同時保有品牌理念,
並不破壞品牌意象。
論文的內容包含兩個部分,分別是個案本文及教學手冊,透過教師的引導能
夠讓學生以個案實例的方式習得國際市場進入模式、商業模型、危機處理及品牌
管理的知識。期望本個案論文可以提供企業高階主管及其他管理階層的經營者參
考,並延伸出其他更為適當的方式去經營公司,亦或是提供方向使學生有所啟發,
並加以思考其他可能的解決方案。

This article uses a case study that illustrates the expending strategy of electronic parts
corporate in Taiwan. This corporate founded in 2012, in Hsinchu, Taiwan, it started its
business to sell a dynamic system product that expected customers could remodel their
motorcycles in an uncomplicated way. The functions of this dynamic system are
monitoring the motorcycles' performances and investigating problems in any part.

Because of unique functions and user-friendly design, when this system appears in the
competition, it became popular then spread out its fame to various countries in a pretty
short time. Thus, the corporate decided to expend markets as a worldwide brand.

To maintain its core value and product quality, the corporate decided to sell its product
through its factory that cooperates with agents in every country. This way maybe a
helpful way to protect itself not to suffer from price competition.

From now, this corporate already entered South Aisa, America, Chain markets.
However, the Chain market is the most challenge one for it due to the parallel goods
problem. Result in decreasing agents' profit.

The content of this article includes the methods of entering the international market as
well as marketing strategies. Furthermore, it discusses how to solve the crisis and how
to keep the brand's image when suffering from price competition.

There are two sections of this article, the first part is the case study introduction, and
the second part is the teaching manual. Anticipating that teacher could lead student

using what they learned to build a business model and consider which entry methods is
the most suitable one for the company. Moreover, this article emphasizes that crisis
management issues, the senior executive could be based on the theories introduced in
the teaching manual to figure out excellent ways to deal with every obstacle.

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中文部分
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47

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https://medium.com/allen365/%E8%A1%8C%E9%8A%B7%E7%90%86%E8%AB
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風傳媒(2019)。如何形塑有價值、且精準溝通的「品牌形象」。風傳媒。2020
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