The Study of Marketing Strategy for Taiwan Bicycle Industry in Europe: Across-Culture Perspective

• Main Authors: Jing-Yi Lee, 李璟怡
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/96466885595035042756

碩士 === 僑光技術學院 === 管理研究所 === 95 === In view of the fact that global investment environment has changed. While the Multinational Enterprises stride forward to internationalization, culture differences turn out to be the prior problem to face to solve. Since 1950, Europe has planed to regional economic integration, nowadays Europe become a single market. To entering the Europe Markets which have multicultural, and how to help their own companies become competitive by their manufacturing advantages, develop overseas channels and the setup of an effective marketing strategy to overcome the cultural difference. According to the above context and motivation, the objectives of this study are described as follows: (1) To understand the across-culture problems in Europe, and analysis the consumer behavior characteristics (2) To analysis Europe cultures and adjusts the marketing strategy to develop our core competitive advantages. In the case study of two companies which enter the Europe markets, to research how to set an effective marketing strategy. According to references study and in-depth interviews, we can understand the management of marketing strategy. This study has four dimensions of product, price, place and promotion strategy, and according to these dimensions to analysis across cultures problems. Lastly, based on the case, the re-searcher establishes some propositions and suggestions for further study and other companies.