Exclusive Product Marketing Strategy in China Market: An Example of Bicycle Chains

• Main Authors: Tsung-Hao Chang, 張宗豪
• Other Authors: Kuo-Ching Ying
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/peb628

碩士 === 國立臺北科技大學 === 管理學院EMBA大上海專班 === 106 === The market economy of China has presented a leaping growth since the economic reform. The market of 1.3 billion people has become a hotly contested place for all industries. How to jump out and have a place is the important goal of every enterprise in recent years. Because there is a huge demographic dividend basis in the Chinese market, if anyone can grasp the key point of expense and the configuration management, can gain a significant market share and the resources of the scale economies. The cost of the producing, marketing and management will be significantly reduced, and the efficiency and the income will be enhanced. The bicycle produced in China, which is the huge bicycle producing country, is about 80 million annually, 57 million for export and residuals are for domestic sales. The bicycle market in China is about 23 million per year. 99% of the bicycles are provided on their own and only less than 1% of the bicycle are imported. However, 70% of the factory in China purchase the chain components with company K, with 70% of market share, making its name of the “the stealth champion of the chain”, is a typical exclusive competitive economic model. Choose the company K as an example to discusses the marketing of strategy for successfully monopolizing the Chinese market. Focus on the environment and the marketing pattern to analyze and find out the key point of their success.