Abstract As a matter of fact, for those producers in medicine industry who runs multi-national business, have to promote two to three kinds of new medicine on the market enabling to maintain two-digit growth. However, the new products (medicine) be certified for marketing is not able to follow the step and progress what have been researched and developed. The ratio of success for the research and development of new medicine as well as the quantity of the marketing for new medicine eventually become the most critical factor of determination for marketing value of all major international medicine producers. This study will be preceded with discussion of reference document, collection of secondary information, and case study to describe the marketing strategy, that mainly focus on the analysis to the Rheumatoid Arthritis biological products and its relating information to further find out the ¡§Pattern of Successful Marketing for New Medicine¡¨. Moreover, it might sort out the key factor of successful marketing for many kinds of biological products for the Rheumatoid Arthritis. Eventually, the study is trying to propose the successful application of marketing for new medicine to maximize the opportunity of success and potentiality. There are some key factors like planning and preparation for successful marketing of new medicine, which normally covers the complex of multi-professional filed. The combination of marketing is the tool to achieve the target market. These tools are divided into four classifications, named as ¡§Marketing 4 P¡¨: They are respectively Product, Price, Place and Promotion. This study adopts 4 P of Promotion Management of Marketing to discuss the strategy of new medicine marketing and investigate the deployment of marketing strategy in Taiwanese medicine marketing. The study indicates the discussion of For 4 P can provide marketing personnel with a clear direction, to map out the thinking mode of complete strategy for new medicine marketing in order to diminish the resistance of marketing, and facilitate the success of new medicine Launch. Key Words: New Medicine Launch, Marketing Strategy, Rheumatoid Arthritis, 4 P

Situated at seaside, Mi-Tuo area is lack of natural resources since long time ago. In addition our government didn¡¦t put much effort and budget into area development for quite long time, the fishing harbor and seaside are merely regarded as natural resources for Min-Tuo area. The rest is contributed to our local resident¡¦s hard work in this barren and salty land. Yet tourism sector gains dominance in recent years and five-day workweek is adopted by our government, this kind of area poses great potential to develop its own characteristics. Besides tourism sector will certainly bring enormous economical effect to local area. While emphasis shall be put on sustainable development of tourism and natural resources. Besides strength and weakness of internal development as well as external opportunity and threat should be recognized. Therefore the contingency strategy will be timely drafted to maintain sustainable growth in the changing environment. This research aims to study the current tourism sector in Mi-Tuo county and focus on ecological tourism as well as sustainable development for local area under industrial operation environment. After recognizing strength and weakness of internal development and internal opportunity and threat, the feasible marketing strategy is thus drafted with hope of benefiting tourism sector in Mi-Tuo area. To prevent analytical process from falling into subjective judgement, it is suggested to cope with practical research. As a result development of tourism sector in Mi-Tuo will adapt market change. It is further expected that scenery of fishing village, seaside fishing, sunset gazing at turn of century, returning of fishing boat, sleeping in windbrerk, sea wind listening, stars counting, enjoying milkfish feast, and so on will not only become the best recreational place for people, but draft feasible marketing strategy to industrial development environment.

Marketing not merely refers to selling, advertising, sales promotion and public relation, but also includes various perspectives which shows solid knowledge and sturdy ability. Marketing relates to corporate operation and public daily lives intensively as well. However, it is difficult for corporation to implement diversified marketing activities due to confined product features. Marketing programs are particularly restricted to narrower scopes within the boundary of market characteristic and industry common practices for conventional industry. In virtue of the price fluctuation of international steel products in recent years, how to increase market share with more innovative marketing programs is an important strategic concern of steel industries. Hence, marketing innovation has become the breakthrough point that conventional industry needs to pursuit. This study profoundly analyzes the H-company, which has carried out its traditional sales practices for more than thirty years, by literature review and case study methodology. After recognizing the target market and focusing on meeting customers¡¦ needs, we developed the innovative marketing strategies containing product, price, place and promotion aspects. Next, we integrated marketing techniques of horizontal and vertical alliances, financial instruments as well as marketing concepts. Then, by thoroughly executing ISO quality policy ¡§ pragmatic quality, customer satisfaction¡¨ which H-company has exercised to build its new competition strategies and target of growth and profit. Based on these integrated concepts, we constructed an innovative marketing model. Finally, the in-depth interviews were made to verify the feasibility of this innovative marketing model from customers¡¦ perspective. The sample comprised two direct clients and two intermediary agents, were selected from customers of H-company. The research reached the conclusions that the innovative marketing model proposed by this study has not only verified its market feasibility through clients¡¦ in-depth interview, but also modified from customer¡¦s perspective to fit customer needs. The ultimate target of the modified model is creating high customer value through high quality consistency, pricing based on customer value, forming closer partnership relationship, delivery reservation system, trustworthy business image, integrated service combining constructional reinforced steel bar forming industry or concrete industry, and marketing-finance integration service. The verification via deep customer interviews also demonstrates that the revised innovative marketing model can best approach customer needs and acquire high marketing achievements. Last but not least, the study was done in research methodology and provided some strategic implications, making up its contributions to both academic and practical aspects.

Abstract When companies want to grow and gain market shares in a competitive industry it is im-portant to find out more about their potential market opportunities. This is often done by first conducting a market research. The tobacco industry is a very tricky environment to operate in and that is in terms of the health aspects and the superstition within the industry. In fact, the tobacco industry companies are moving towards more flexible production with smaller batches and need efficient handling equipment for this. And at your hand, you have a company that is manufacturing just this particular equipment, isn’t that perfect? The purpose of this thesis is to do a market research for a company, in this thesis referred to as Bintech, and to examine the market for their product in the tobacco industry. The research was conducted both quantitative and qualitative. The quantitative part con-sists of a numerous telephone calls all over Europe to every cigarette manufacturer that were to find. Out of 240 calls there were 80 relevant. The qualitative part consists of four in-depth discussion interviews with people involved in the tobacco industry. There is a hard competition in the tobacco industry that is forcing the tobacco companies to make changes in their production lines. Bintech is a company that has the facilities to manage customer communication in terms of developing new products after customer de-mand. The product in the tobacco industry the bin is in the material plywood and that have seemed to be a good choice. The sales strategy that suit the bin the best is the differentia-tion focus were Bintech should try to be unique for their customers and they are on their way. Even though the Bintech bins are at the higher price level, the users for sure will earn more money on having these bins than any others. / Sammanfattning När företag vill växa och vinna marknadsandelar i en konkurrensutsatt bransch är det vik-tigt att undersöka mer om de potentiella marknadsmöjligheterna. Detta görs ofta genom marknadsundersökningar. Tobaksbranschen är en väldigt svår miljö att arbeta i därför att det finns mycket hälsoaspekter att ta hänsyn till och även en misstänksamhet ibland de in-blandade parterna. Företagen i tobaksbranschen går emot en mer flexibel produktion med mindre satsstorlekar och behöver effektiv utrustning för detta. För handen har du ett före-tag som producerar just precis den här utrustningen, är det inte perfekt? Syftet för den här uppsatsen är att göra en marknadsundersökning för ett företag, som i uppsatsen kommer refereras till Bintech, och att utvärdera marknaden för deras produkt i tobaksbranschen. Undersökningen är utförd både kvantitativt och kvalitativt. Den kvantitativa delen består utav telefonsamtal runtom i Europa till cigarettillverkare som gick att finna. Utav 240 sam-tal återstod 80 relevanta. Den kvalitativa delen består utav fyra djupintervjuer med folk som är inblandade i tobaksbranschen. Det råder en hård konkurrens i tobaksbranschen och den tvingar tobaksföretagen till att göra förändringar i produktionen. Bintech är ett företag som har faciliteten att kunna han-tera kommunikationen med sina kunder och att utveckla nya produkter efter kundernas önskemål. Produkten i tobaksbranschen ” bin”-en är gjord utav plywood och det har visat sig vara ett bra val. Säljstrategin som passar produkten bäst är ”differentiation focus” där Bintech ska försöka att vara unika för sina kunder och de är på väg. Även att Bintechs ” bin” tillhör en lite högre prisnivå så kommer nog förmodligen använ-darna av den att tjäna mer pengar på den än på andra.

從汽車的發明到工業發達的現在，發展至今已有百年歷史，歷經全球經濟的景氣波動，仍是扮演著帶動眾多產業的火車頭角色，全球各家都想爭汽車市場這塊大餅。從汽車第一個品牌福特開始，各國各家產牌陸陸續續在全世界亮相。歐洲有賓士BENZ、寶馬BMW、福斯VW、雷諾Renault、標誌Peugeot等，美洲有通用GM、克萊斯勒Chrysler、福特FORD等，亞洲也有豐田TOYOTA、日產NISSAN、本田HONDA、鈴木SUZUKI、現代Hyundai等，都是在全球各地區風靡的汽車品牌。 在台灣，2013年汽車市場的發展，將持續湧現新車換車潮，不僅可讓市場持續有行銷議題，也將開啟新一輪的新車銷售競爭。對於消費者而言，產品力的提升與更豐富多元的新車推出，將會是吸引新購車或換購車的正面誘因。而汽車公司如何確切的掌握行銷策略將是成敗的關鍵。 汽車購買行為在消費心理的研究中，屬於高涉入的消費行為。一輛汽車的售價從台幣數十萬至數百萬，甚至上千萬之間，消費者在選購一部車輛時，從引起他的興趣到最終購車決定過程中的AIETA模式，都是汽車公司在消費者對於品牌與產品成本的關鍵點，因此如何以各式各樣的活動來滿足消費者的需求或透過行銷策略來吸引消費者，都是汽車公司生死存亡關鍵之所在。 而近年來福斯汽車在全球的成長，台灣也不例外，2010年起連年銷售破萬台。而同時，鈴木汽車在台灣的經營，2009年停止國產化後，2011年由日本總公司收回代理以純進口車方式銷售之後，銷售數字一路下滑。這兩個案之間有否可相互探討與學習之處，是本研究重點。 本研究所做之結論與建議，乃是經由個案公司相關從業人員，個案公司產品使用者之面談紀錄，以及網路資料，汽車專業媒體報導，國內相關產經機構研究資料，學術研究論文等所匯集整理，對本研究中之個案公司所做之結論與建議，僅純為學術探討之用。若對於個案公司未來之發展有所助益，將會是本研究最大之收穫。

This study aims to explore the implementation of marketing strategies on companies during the financial crisis, and to identify those strategies that can help a company to remain successful during a period of economic downturn.

For years companies have fashioned communication strategies based on print, radio, and TV to broadcast their message. But times are changing. This is the Internet era and this, together with the fact that consumer electronics business has exploded in the recent years and that new digital technologies have produced offspring, have lead to more media opportunities than ever before. One of the latest inventions in interactive media technology is podcasting. It seems like podcasting is here to stay and it is time for forward-thinking marketers to start looking at podvertising. Our purpose is to examine the attitudes towards international ad-spots in podcasts among Swedish podcast users. This we do by asking the research question ‘Is the use of international ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’ Based on our theoretical framework, we have identified aspects about advertising in general, podvertising and attitudes towards them both. We have also identified aspects that show how attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users. We can conclude that there are both advantages and disadvantages for international companies that wish to use international ad-spots in podcasts as a marketing strategy in Sweden. Most podcast users are young and do not like advertising, especially not advertising in podcasts. They rather search for information themselves; hence infomercials in the form of podcasts could be a better alternative for companies to use to attract the younger audience. Generation X was less negative to the thought of being exposed to international ad-spots in podcasts and this could indicate that international ad-spots could be a part of a strategy when targeting this generation. However, if you consider the fact that international ad-spots are either standardized or adapted to the country where they were produced, the effectiveness of them can be questioned.

Abstract The competition for liquor companies in Taiwan is getting fierce due to limited market size and tardy economic growth. The situation is more obvious after Taiwan joined WTO and many famous foreign liquor brands entered this market. The impact is especially strong for Chinese Spirits because many liquor consumers take a shot at these new entrants or even change their habits. Kinmen Kaoliang Liquor Inc. now faces domestic competitors such as Yusan Kaoliang of Taiwan Tabacco and Liquor Coporation and other brands as well as the growing portion of consumers shifting to bear or wine. In order to operate in China and seek further revenue growth, Kinmen Kaoliang Liquor Inc. established a child company in Xiamen in 2004. However, it is shown that there¡¦s much room for further effort if the company wants to perform well in China. This research adopts exploratory research method and collects relevant data from various sources. Through sorting, estimating, evaluating, and reasoning of the data, this research provides workable strategies for Kinmen Kaoliang Liquor Inc. for further development. Keyword¡Gwhite wine, Kinmen Kaoliang Liquor, Marketing Strategy, target market

Business Market is like battlefield. In order to occupy the market quickly, good merchandise with definite brand position and marketing strategy is essential. Brand managers must think how to obtain customers and keep customers, which also means that how to evaluate target, select target and obtain target from customers by using limited resources in the shortest time. The object of this research is a fashion brand represented by a Japanese company. The purpose is to discuss how a transnational fashion brand promotes its popular brand to other countries. How to utilize marketing strategies and customer relationship management to maintain brand position under keen competition in internationalized and liberalized Taiwan market is the research data. Analysing the consumption data to select target customers and analysing the transaction frequencies of customers are the research method. Customers are differentiated from ages respectively and the market strategy is driven based on Marketing 4P combination analysis. This method helps to develop brand management and brand development strategy, also expects to clarify brand position of each brand, keep target customer and know customer growth.

Abstract The purpose of this study is to find the relationship between PAOD (Peripheral Arterial Occlusive Disease) and the major human diseases based on various statistics and literatures. The findings will facilitate the promotion of PAOD instrument at district clinics and hospitals where health and hygiene lessons are taught, these lessons will instruct people the idea of ¡¥prevention is better than cure¡¦ and ¡¥early discover early cure¡¦ on PAOD. Through analysis of data collected from hospital questionnaires to find an effective marketing strategy of universal installation of PAOD instrument which will make it more popular and convenient to screen potential PAOD patients and to realize the idea of ¡¥early discover early cure¡¦. Another approach of this study will focus on marketing strategy and corporate wide management strategy, the methods applied such as: 1. STP (Segmentation, Targeting, Positioning) marketing strategy 2. 4P (Product¡BPrice¡BPlace¡BPromote) theory, definition, features, advantages and disadvantages. 3. 4C (Customer benefit¡BCost to customer¡BConvenience¡BCommunication) theory, definition, features, advantages and disadvantages. 4. The comparisons and crossed applications of 4P and 4C theory. 5. Vertical integration strategy. Through the above methods and the analysis of PAOD questionnaires, it decides a marketing strategy and execution approach. Besides, according to the current industry environment and health insurance system, this paper gives practical advices to company ¡¥A¡¦ facing exit strategy. In an era of extremely competitive of free market, how to customize products, to differentiate services, to increase the customer loyalty and to buildup good brand image are the cores of competition to a company. Based on the result of this study, it purposes company ¡¥A¡¦ the short, medium and long term running plan individually. The core of the best marketing strategy always considers the highest guideline ¡¥the needs and benefits of customers¡¦. For a company, besides its profits consideration for continuous operation, how to step into a virtuous cycle which constantly puts the benefits of customers (such as hospitals, clinics, and patients) as its first priority is the major topic of sustainability and differentiation. Key words: PAOD¡ASTP marketing strategy¡A4P theory¡A4C theory¡Avertical integration