The purpose of this study was to examine the marketing strategy used by Pernond Ricard to promote popular liquors in the low¡Bmid and high price categories¡Cthe study divided 9 products into 3 price segments¡Cthis research study used individual in-depth interviews in order to understand the marketing strategy and operational practices of the business model¡CAnalyses indicated that their marketing strategy STP and 4Ps¡Athe key elements of their marketing strategy are people¡Bpromotion¡Bchannel¡Bproduct and price strategies¡C Finally¡Asuggestions for Pernond Ricards¡¦ marketing strategy are as follows¡G (1) Different price segmentation should be more focused on different target groups¡C (2) Must understand the local consumer¡¦s behavior and usage habits in order to satisfy their needs¡C (3) Customize their products and services for each individual target customer segment¡C Lastly¡Athis research study will propose the marketing strategy and suggestions for future research directions¡C

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TaiPower is the only power company in Taiwan engaged in the businesses of power generation, transmission, and distribution, and it has been operated as a state monopoly. However, under the impact of liberalization of power industry, it is losing its competitive edge as a state monopoly. A great challenge facing TaiPower is how to bolster its customer service within a short timeframe in order to safeguard its customer base and market share. Since TaiPower¡¦s Branch Offices are in the forefront of serving customers and generating new revenues, it is the main purpose of this thesis to find ways to strengthen their sales and marketing. To this aim, the thesis first explores the impact and influence of power industry liberalization on TaiPower, followed by an analysis of the marketing challenges facing the TaiPower¡¦s Branch Offices versus their competitive advantage. Finally, this thesis proposes a marketing strategy in response to the power industry¡¦s liberalization. The research on ¡§Marketing Strategy for TaiPower¡¦s Branch Offices¡¨ resulted in the following recommendations: 1.The Branch Offices should adapt and follow the business principles of ¡§Integrity, Caring, Innovation, and Service¡¨ in concert with Headquarters. 2.The Branch Offices should work with Headquarters to restructure the corporate culture to transform from a ¡§producer culture¡¨ to a ¡§service culture¡¨. 3.The Branch Offices should fortify service-based marketing to preserve their market advantages. a.Simplify all application workflows for customers. b.Segregate target markets into groups to provide customized service for each group. c.Set competitive pricing and strengthen integrated marketing. d.Open up communication channels, and protect customers¡¦ rights and interest. 4.Each Branch Office should enhance its power distribution network, and improve the quality of the power. a.Expand power distribution network and equipment. b.Revamp antiquated power distribution lines. c.Improve the quality of power. 5.Each Branch Office should strengthen its core competencies, and improve its business efficiency and effectiveness. a.Advance core technologies in power distribution. b.Advance core technologies in power sales. c.Pay close attention to the quality of internal services and boost employees¡¦ satisfaction with the company. d.Improve knowledge management and promote e-services. 6.Each Branch Office should fulfill its duties as a corporate citizen, and establish a good corporate image. a.Put into practice the culture of safety and improve environmental protection. b.Take good care of employees and pay attention to the needs of the society to project a good corporate image.

In Taiwan, the business of fishery and its related industries always rely on every kind of fish for living. Once the fishery has faced a difficult situation, catch limited and vessels reduced, it will affect against the business. The oceanographic satellite information system is a tool which can help in fishing, if it also faced the same difficult situation. The current study assists this industry to understand Taiwan Far Ocean Fishery¡¦s demand on what kinds of oceanographic satellite data, the way in retrieving data, and purchase behavior. Finally, it analyzes the current situation for the products. With these found data, to think up the strategies and write a marketing plan for the oceanographic satellite data.

Biotechnology industry is a typical knowledge economy, whose value focuses on the development and research and it provides essential assistance for the process of development and research, which is a needful step for whole biotechnology industry. Many suppliers encounter difficulties of running thanks to the competitive stress from foreign traders and medium suppliers, and also thanks to industrial fluctuant Though there are various factors inside, it is true that many small suppliers are inferior to operating marketing strategies to promote ontic competition. When the biotechnology service does the sell, using the self¡¦s basic characteristic for the basis and making use of the proper marketing strategy to reach the efficiency. Then, carving industry development market in one further step, it will create the vintage benefit of the whole. According to the document and the discussion of the case company marketing strategy, the key factors of the successful business marketing are included: 1. Quality of the production 2. Quality of the service 3. The timber of salespersons and the saleskill of salespersons. 4. Relationship marketing If the laboratory equipment distributorship controls the four factors mentioned above, and considers the operated spirit of the enterprise and market orientation, it will seize the unique compete ascendance of the industry. ¡@¡@ key word¡G Biotechnology service industry, Marketing strategy, Relationship marketing

¡@¡@Automobles are those highest price goods beside houses. They are a symbol of status and wealth in the past, but nowdays, almost every family can afford them. An automoble is more than a tool of travaling, but also an attribute of life style and values. Therefore, the decision factors of buying an automoble are more complicated, and the demands of consumers are more and more diversificated. For these reasons, automoble manufacturers have to develop more varied types of automobiles to fit market trends and consumer needs. ¡@¡@To conclude the trend of Taiwan automobile sales, RV(Recreation Vehicle) is increasing rapidly for the recent years because of the favor of consumers. The sales of SU(Space Utility) is about 55%, and MPV(Multi-Purpose Vehicle) is the best saler type, so MPV is one of the trand of Taiwan automobile market. ¡@¡@The beginning of Taiwan MPV history is Mazda introduced Premacy at April 2001, an obviously increasing period was after the introduce of Mitsubishi Savrin at September 2001, till September 2004, Toyota Wish introduced, the MPV segment was getting into maturity. In 2005, Mazda, Mitsubishi and Toyota contained more than 90% sales of Taiwan MPV, so the centralization and average sales of MPV is more than other segments. ¡@¡@To analize the marketing strategies of main MPVs, this research choosed the owners of Mazda Premacy, Mazda 5(which is the next type of Premacy), Mitsubishi Savrin, Mitsubishi Inspire(which is the second brand name of Savrin) and Toyota Wish to study about ¡§present car and previous car¡¨, ¡§important factors of buying¡¨, ¡§satisfication level of present car¡¨ and ¡§personal information¡¨ by questionnaires. The investigation was during April 22 to May 7 2006, and received 63 complete questionnaires. ¡@¡@According to the research, the owner of MPV is 76.2% for male, average 34.9 years old, 57.1% for colledge or more, 66.7% for marriaged and have kids, 49.2% for two generations family, average 4.4 persons per family.They are 54.0% by car-loans, 47.6% consulting their spouses, 50.8% replace-buy, because 30.2% for Ex-car was too old to use, mainly information was from magazines, and prefer allowance promotions(39.7%). They think highly of ¡§safety¡¨, ¡§exterior¡¨ and ¡§public praise¡¨ when buying a car. ¡@¡@Among main MPVs, Premacy has no superior items, but service inferior items, Mazda 5 has performance superior items, but service inferior items, Savrin has service superior items, but economy inferior items, Inspire has service superior items, but economy inferior items, Wish has service and funcation superior items, but economy and performance inferior item. ¡@¡@In the end, this research use IPA(Importancd-Performance Analysis) for a tool to analysis and suggest the future strategic actions, such as Premacy is suggested to improve ¡§after-sales service¡¨, ¡§brand image¡¨, ¡§variability of seats¡¨ and ¡§durability¡¨, Mazda 5 is suggested to improve ¡§variability of seats¡¨, Savrin 2.0 is suggested to improve ¡§discount¡¨, ¡§price¡¨ and ¡§breaks¡¨, Savrin 2.4 is suggested to improve ¡§discount¡¨, Inspire 2.0 is suggested to improve ¡§breaks¡¨, Inspire 2.4 is suggested to improve ¡§breaks¡¨ and ¡§saleman service¡¨, and Wish is suggested to improve ¡§assembling quality¡¨.

As China¡¦s technology of aquaculture is raising, the aquatic products is raising. But the lack of the medium to integrate, the aquatic products also supply exceeds the demand. So in order to let the price stable and to build up a complete marketing system. To build up P.D.C. and cooperate with the professional marketing company is necessary. To strategic league or vertical integration will be the trend of future. As the rapid development of China¡¦s economy. China¡¦s GDP is raising. So China¡¦s consumption and living style is changing. And to increase the business ability of creation and the brand¡¦s value. It became the victory factor of China¡¦s enterprise. In the past, the marketing process of aquatic products is focus on a terminal market process. But the retail sell process faces the hardship. So the marketing system of aquatic products changing is affect by the retail sell process. And it is a good way through the super market to marketing the aquatic products. In this paper, I analyze the income level, the consumption of aquatic products, the degree of female education and family members of China¡¦s coastal cities. As a result, Shanghai, Beijing and Guangdong have potential to develop. In addition, this paper shows the deep analysis of marketing strategies.

Abstract The rate of hyperlipidemia is increasing due to the change of people¡¦s life style and growing aging problem in recent years. Many studies indicated that hyperlipidemia is the base of atherosclerosis which mainly causes cardiovascular diseases. Therefore, how to prevent the sorts of diseases becomes an important topic for the Department of Health. The main objective of the study is to evaluate marketing strategies of Micronized Fenofibrate 200 mg in the case study company. The study examined the treatments of Micronized Fenofibrate 200 mg in hyperlipidemia and its marketing strategies. The study results may provide advice of decreasing medical expenditure for the Bureau of National Health Insurance. The study mainly applied Market Segmentation, product STP (Segment, Target and Position) strategies and relevant document of marketing strategies. The method is to analyze the case product by using Porter¡¦s 5 forces analysis to describe the product competition market. Via SWOT analysis, the study examined the outside opportunities and threats as well as inside superior and inferior; and then inspected the drug marketing strategies with 4P analysis (Product, Price, Promotion, Place ) . Meanwhile, this study conducted a questionnaire to physicians about the case product. The results were also compared to the drug sell situation and market shares of the case company. The result shows that through definite market segmentation, product STP, professional representative¡¦s promotion and active participation in medical conferences, the case product successfully builds its marketing channel and brand name identity within 6 years. The case product has grown from 300,000 pills in 2001 to more than 6 million pills in 2007. The case company has transformed from traditional pharmaceutical company into specialized diabetic medication company. Hence, building the brand identity, enhancing pharmaceutic technique and clarifying market position may become the main stream of pharmaceutical industry competition in the near future. Key word: drugs for hyperlipidemia, cGMP, marketing strategy

Due to the improvement of the living standard and economic situation of consumers in Taiwan, the consumption of cosmetics and skincare products has been popularized and the market scale is keep expanding. Among all kinds of cosmetics and skincare products in different channels, the self-selective ones play an important role in the industry. There are many chain stores sell self-selective cosmetics and skincare products, but only Watsons tend to draw consumers¡¦ attention with its eye-catching marketing strategy in many aspects. Thus, the study is about the marketing strategy of Watsons and the discussion is mainly about the relationship between marketing strategy, consumers¡¦ characteristic and shopping motive. In order to dig deeper from this case study of Watsons, the analysis is performed both in statistics and case interview. The result shows that age is appropriate for consumer segmentation. And among all marketing strategy variables, the purchasing convenience and the commodity factor is closely related to the purchasing behavior directly or not, while the importance of customer service can barely shift the consumers¡¦ shopping motive or the purchasing behavior.

Vietnam has officially completed the bilateral negotiations with members of WTO on May 31, 2006. One of the commitments was to open the national financial market. In recent years, Vietnam has become the most popular market for Taiwanese banking to internationalize and expand their business due to the following reasons: the unopened financial market in China, the close relations between the financial industries in Taiwan and Vietnam, and the mission of ¡§Passing Experiences¡¨ by the officials of the Financial Supervisory Commission in Taiwan. Many Taiwanese banks have already set up branches or offices in Vietnam. Moreover, Cathay United Bank has cooperated with the national Incom Bank in Vietnam to establish the Indovina Bank. Vietnam has become one of the main profit-making overseas countries beyond Hong Kong, in the banking industry. According to the statistics, from 1988 to 2006, the investment of Taiwanese companies in Vietnam exceeded eight billion USD. Taiwan was the biggest foreign investment country in Vietnam. Vietnam has opened the flotation of foreign investment in recent years, and Taiwanese investment is the major source. Vietnam has become another main market for Taiwanese companies. On the other hand, these companies are the basic clients for Taiwanese banks in Vietnam. The study has taken Taiwanese banking as the main theme to discuss and analyze the entry models into the Vietnamese market to determine the possible problems and difficulties. Chapter II discusses the related theories and models of multinational companies in overseas markets. It also explains the internationalization process of banking, product lifespan and marketing strategies. Chapter III explains the recent economic development and investment environment as well as the present financial situation and banking regulations in Vietnam. Chapter IV discusses the banking business in Taiwan and investment in Vietnam. Chapter V analyzes all of the collected information and summarizes which models should be followed when entering the Vietnamese market, based on different competition advantages and entry timing of banks. Marketing strategies are also discussed. Chapter six is the conclusion and provides suggestions.