The Multi-Brand Management Strategy of Imported Cars in Taiwan -- The Case Study of Yulon-GM Motors

• Main Authors: Chiang Hung-Wei, 蔣弘偉
• Other Authors: Lee Gin-Yuan
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/87693466035745709668

碩士 === 國立交通大學 === 管理學院碩士在職專班管理科學組 === 94 === Along with the trend of liberalization and globalization in the automobile market, the competition increases gradually and in order to invent new products, the cost of research and development increase steadily. In this environment of automobile industry, no matter the research and development of new products or market extended, one company with limited resources and markets is hard to be breakthrough and it goes without saying with the differentiated capability. Therefore, every automobile company look for cooperation and prompt consolidation that we have never seen before and the brandings integrated of automobile become the primary strategy in expedition. Besides, each automobile groups is devoted to product developments and share resources, it integrates marketing resources and dealership as well. In Taiwan market, the groups of dealership growth which hold financial and resources ability and import car business is going to be centralization. In such strongly competitive environment and limited resources, it is a very important topic that how to make strategy, create more advantageous position than other competitors, continuing and sustaining the competitive advantages. The research is analyzed by case study, using Porter, Five Force Models and realizes the competitive situation in the industry. Distinctive competencies affirm as the strengths and weaknesses of the company and it was inferred to the theoretical business strategy. Comparing to the theoretical business strategies and realistic which were from interviews and then addresses suggestions to the company eventually.