| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 94 === The economical development in China has been shifted from manufacturing and exportation at the first stage to marketing and service due to the open-door policy of domestic market. The population of 1.3 billion stands for a huge potential market which all of the brand names have to recognize. Although there are many Taiwanese enterprises have invested in China, only a very few of them can become well-known brands in Chinese market. How can they be successful? Their successful experiences will be valuable to the other Taiwanese enterprises which planning to enter Chinese market with their own brands.
Therefore, this study focused on four famous brands that had been recognized by the Chinese Government as the “Important Famous Brands to be Protected”. The conceptual framework of this study based on retrospective longitudinal approach, covering a twelve-year period (1992-2004) of literatures discussion and in-depth interviews with the executives of said four famous brands, examining the changes of their marketing strategies. And finally found out six propositions and following three conclusions:
1. The long term commitment; endeavors and insistency are essential key factors for a successful brand. Although the Chinese domestic market is highly potential, only the brand names which have long term commitment can be successful.
2. There is no short cut for establishing brand successfully. The only way is facing the market and creating the differentiated competitive advantages by means of all endeavors in R & D, sales channel, pricing, brand promotion, and etc.
3. Since the rapid growing of Chinese domestic market, many new comers will try to enter the market. Only the brand names which continuously create differentiated competitive advantage by innovative strategies of new products, sales channels, and brand promotion can become stronger and keep steady growing in the market.
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