| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 87 === In Taiwan, more than ninety eight percent of export products comes from manufacturing industry. In recent years, high-tech industry has become the "bright star" in manufacturing industry and a main drive for economical growth in Taiwan.Information industry develops fast in the global markets, and computer hardware products from Taiwan have played an important role. Some of the computer hardware product manufacturers in Taiwan even built its own-brand and complete channels in their export markets, and their market shares also increase during those years. Their adopt international marketing strategies and their relation with export performance is worth studying.
This study proposes a conceptual framework of relationship between international marketing strategies and their performance, and research methodology is based on in-depth personal interviews with export marketing managers. Five computer hardware export manufacturers are chosen as our sample cases. After detailed analyses, we give some propositions and conclusions.
International marketing strategies are influenced by firm, product and export market characteristics. International marketing strategies that affect export performances, include product standardization, completeness of product line, service after sales, planning and R&D of new product, delivery on time, quality of product, image of brand, price competitiveness, advertising locally, magazine advertisement, personnel sales effort, direct channel, the reputation of distributor, support to foreign distributors/subsidiaries.
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