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Author: 呂建明
jimmy lu
Thesis Title: 「小巧全能,輕鬆上手」-機車零件業國際通路拓展實例
Small but versatile, easy to use -The case of the expansion of international channels in the locomotive parts industry
Advisor: 欒 斌
Pin Luarn
Committee: 陳正剛
Cheng-Kang Chen
林鴻文
Hong-Wen-Lin
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2020
Graduation Academic Year: 108
Language: 中文
Pages: 57
Keywords (in Chinese): 商業模型品牌核心價值國際市場進入模式通路拓展
Keywords (in other languages): International market entry strategy, channel expandsion, Brand core value, Business model
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  • 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.

    摘要................................................................................................................................ I ABSTRACT.................................................................................................................II 誌謝............................................................................................................................. III 目錄..............................................................................................................................IV 圖目錄........................................................................................................................... V 表目錄..........................................................................................................................VI 壹、個案本文................................................................................................................ 1 第一節 開場白 ......................................................................................................................1 第二節 創業前創辦人的想法 ..............................................................................................3 第三節 aRacer 的誕生.........................................................................................................5 第四節 進軍國際市場前的分析 ..........................................................................................7 第五節 進軍東南亞市場 ....................................................................................................12 第六節 進軍美國市場 ........................................................................................................13 第七節 進軍中國市場 ........................................................................................................15 第八節 未來的發展 ............................................................................................................16 貳、個案討論.............................................................................................................. 14 第一節 個案總覽 ................................................................................................................17 第二節 教學目標與適用課程 ............................................................................................18 第三節 學生課前討論問題 ................................................................................................20 第四節 問題與參考答案 ....................................................................................................21 第五節 教學建議 ................................................................................................................44 參考文獻...................................................................................................................... 46

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