Due to the second oil crisis in 1979, Taiwan adopted the Energy Conservation Policy. Hence, motorcycles with engines larger than 150cc were not allowed and there was a restriction on heavyweight motorcycles on expressways in Taiwan. Pressure from international trade partners, such as US and Japan forced Taiwan to re-open its market for heavyweight motorcycles. The importation of motorcycles with engines larger than 150cc was liberalized in July 2002 as part of Taiwan’s WTO commitments. Currently, there are BMW, Bimota, Ducati, Kawasaki, KTM, Suzuki, and Triumph dealers present in Taiwan but not a single H-D dealership in Taiwan exits. Through in-depth interviews, survey and SWOT analysis, this thesis paper examines how Harley-Davidson operates oversea, analyzes the current position of the heavyweight motorcycle market in Taiwan, understands existing barriers and challenges, determines which market entry strategies should be adopted, and briefly describes strategies that overcome these challenges in order to develop a successful business in Taiwan. The conclusions are that Taiwan customers crave for Americano heavyweight bikes and Harley-Davidson Inc is also interested in Taiwan market. Therefore, there should be Harley-Davidson dealerships in Taiwan in the near future and it will be profitable if its brand is attentively and diligently managed.

台灣地狹人稠造成台灣機車的使用率相對於其他國家要來的高，因此許多機車製造商如雨後春筍般的出現成長來應付一般消費大眾的需求。但是藉由資料可以發現，台灣機車的銷售量是以負成長的速度前進，除此之外台灣並無世界知名品牌來支持未來銷售。此研究目的於使用SPSS Clementine 12.0找出購買機車行為重要之變數。變數分為兩群；一群為基本人口資料變數，另一群為消費者購買行為變數。藉由此兩群變數可建立統計模型: CHAID,，類神經的準確率相較於Logistic regression，C5.0和C&RT要來的高，因此此兩種模型可成為之後解釋之基準。 透過CHAID，“資產規模”、 “婚姻狀況”、 “物美價廉”、 “節能減碳”、和 “時尚流行”為五種重要變數。接下來透過三陽機車和哈雷機車case study將可提出行銷策略上建議。