Abstract In Taiwan¡¦s production structure, after joining the WTO in 2002, it has to face the global competition. Both the government and the professionals realized the urgency in facing the change of the financial structure. Deployments were made to enhance the competitiveness of banks such as passing a law of amalgamation of banks (2000), six regulations were launched out related to financial matter¡]2001¡^, permission is given to establish financial holding companies and so on. Whether the establishment of financial holding mechanism can respond efficiently to the overall challenges? Can it exercise the effect of synergy and achieve the so called 3 C effects e.g. Cross selling¡B Cost saving and Capital deployment ? It is a question worth our wide to investigate. In the 3 C effects, crossing selling relates to the short term, middle- term and long term business of financial holding. It directly affects the customers¡¦ willingness of saving and contribution. This is a key factor for financial holding to consider. This thesis mainly aims to investigate the cross selling strategy, it policy making process and effectiveness. In analyzing companies Cathay Holdings¡B Taishin Holdings and Mega Holdings have been chosen as our case studies. It is because they have good records in profit making. Also they represent 3 different types of financial holdings when the main companies and their subsidiaries have their own characteristics. Based on three selected companies,we selected the senior managers which are in charge of the decision making for cross selling,to have the broad interview.By collected the primary data,then go to do the comparison & analysis with the second data. In our studies we try to employ ¡§customers which financial holding can be mobilize¡¨ and ¡§human resource in the service¡¦ as the two variables to analyze the phenomena of the cross selling in the model of ¡§Cross Selling Cross Section analysis¡¨. Also in the context of ¡§distant customers¡¨ and ¡§distant products¡¨ , we find out six crossing selling patterns. By doing this we further investigate the cross selling and offer our suggestions. In our analysis we discover the targeted companies has differences and similarities in cross selling strategies. Their senior managements all agree that cross selling is an important strategy in financial holding, and they actively involve into that enterprise. In term of policy making in cross selling, there is lack of long term policy but emphasize on individual cases. There is absence of structural mechanism and cultural in cross selling, and the customers have not established their confidence in financial holdings. The review in risk management is lacking. The consumers¡¦ habits on cross selling haven¡¦t established yet. The financial holding companies haven¡¦t developed a strategy to integrate the know-how which subsidiary companies execute cross selling. In this research findings there are some suggestions in seven areas offered to the concerned parties for their considerations. Key words: Cross Selling, Financial holding company, FHC Marketing Strategy.

Abstract Following the increase in living standard and manufacturing techniques and capacity in Taiwan in recent years, the production and the demands for special alloy materials are expanding from their industrial application into living uses. Among innovative merchandise of Titanium techniques application in daily life uses, the one with highest level of techniques and innovative value is aquatitan techniques. Modern technology and process techniques are renewing in extremely fast speed and the speed of developing new merchandise is much faster than the acceptance of consumers, however, many of the new products may be very creative, but not always meeting he needs of consumers and end up with supply of seemingly good products find no demand at all and failed the manufacturers¡¦ expectation of big sales. Further, with rapid change of market demand of new products, it resulted in greatly shortened life cycle of new products. Hence, when the needs of consumers is not understood properly and effectively, the market will wipe such product out mercilessly. If the factors affecting the willingness of consumer in purchasing aquatitan is clearly and correctly understood and incorporate the viewpoints of consumers into the process of research and development, there will certainly marketing strategies proposed effectively for the new products to increase the purchasing inclination of consumers. In the research, we have 2 motives: one is to find out factors affecting consumers¡¦ willingness in purchasing aquatitan products and the other one is to find out the difference among types of consumers adopting aquatitan products for making up effective marketing strategies to channel the aquatitan products effectively to the whole market. The purpose of this research is to find out the consumers characteristics of different product, the effect of new product attributes in the decision of consumers in purchasing aquatitan products, and in the meantime, finding out the difference of different consumer groups in consumers characteristics and new products attributed to provide assistance to companies in marketing practices and product research and development. This research takes aquatitan neck rings as the subject of practical research and 300 questionnaires were distributed among consumers who have purchased the products of subject company. It is found that each type of adopter and store-wise consumers are having different consumer characteristics, which may be provided for the reference of subject company in deciding their future marketing strategies. Key Words: Innovative Diffusion, Consumer Characteristics, New Product Attribute, Aquatitan, Marketing Strategy

Business Weekly (2003, 11) reported that female managers 25 to 34 had increased by 25% in the end of 2000. 51% of buyers were female in a company. Even, 85% of purchasing decisions were made by women. (Barletta, 2003) Such kind of situation means that female purchasing power is increasing. With the fast development of female market, it can not be ignored the new business opportunity, of course, including the automobile industry. According to the report of American CNW Market Survey Company in 2003, 49% of American new car buyers were female¡F80% of car-purchased decisions were determined by women. Besides, the data of Ministry of Transportation and Communication of R.O.C. in 2004 pointed out that the proportion of domestic female car owner were up to 28.3%, which was rose by 8.9% than in 1998. This tells that the female car market is a hidden cake for marketers. The purpose of the study is to figure out which kind of auto product attributes mix female car consumer will pay more attention to and to investigate the difference of product attributes preference in order to provide marketing strategies for companies. The conceptual of framework of the study was based on EBM consumer behavior model. The study took auto product attributes and consumer demographics as input variables¡F lifestyles variables as the bases of female car market segmentations. Moreover, characteristics of different lifestyles segments were described by several variables that affect the buying process. And respondents were willing and able to buy a car in Kaohsiung area, including car users and potential buyers. Factor analysis was employed for dimension reduction, then cluster analysis was applied for classification, and some statistical method, such as MANOVA, ANOVA, chi-squares are used to test the research hypothesis. The study figured out, through the process of segmentation, three female car consumer types: stylish, omnibearing, and chaste. Besides, the research further showed that three different lifestyles segments had significant difference in the following variables: information source, auto product attributes, purchase price, purchase brand, purchase type, loyalty, and the demographics which included age, occupation, and family life cycle.

The real estate brokerage has the lowest barrier to enter in and withdraw from the industry of the real estate. The competition of the real estate brokerage is fierce; therefore the formulation of brokerage¡¦s marketing strategy will affect the speed of transaction. The transaction in metropolitan and non-metropolitan area affected by the orientation of product, execution of government authority, the habits or taboos of buying real estate, household income, transaction price, service pattern, and groups of purchasing real estate...etc, these make the implement of marketing strategy is somewhat different. The implement of marketing strategy of different real estate broker will also impact the management performance. ¡§Service¡¨, will be the guidance to formulate marketing strategy for the future development of real estate brokerage. This research explores the difference and similarity of marketing strategy of real estate brokerage in metropolitan and non-metropolitan area through the application of the marketing strategy from ¡§Good Morning Real Estate¡¨.

TPP-SOD-like, mainly composed of tea polyphenol, is one of the best nature antioxidant known so far. However, it is cline to lose its functionality during production, storage, and transportation. It is, however, cline to be oxidized, thus lose its functionality during production, storage and transportation. In addition, its production cost is too high to make it widely available to the publics. This study utilized the company, Canlea International Co., as an example to confirm the usage of TPP SOD-like in the field of preventive medicine through expert interviews and consumer behavior analysis. From which we can know the trend of marketing strategy, acceptable pricing, and the way to publicize this product. The goals of this study are: (1) understanding the current marketing strategy of Canlea International Co. to meet the needs of consumers; (2) competitive advantage and disadvantage of SOS-like products in functional food market in order to find the niches; (3) understanding the characteristics of both consumers and potential consumers for the marketing of SOD-like products; and (4) investigating the beneficial relationship between marketing strategy of Canlea Co. and the sales of SOD-like products. The results indicate that Canlea SOD-like products have competitive advantages in terms of raw materials, production technology, and packaging. Nevertheless, it is quite a challenge to develop due to their high price and public acceptance to the trade brand. Furthermore, the contribution channel and market segmentation of these products need to be improved, especially in product promotion and the fortification of public relations. As to the general attribute of consuming behaviors, consumers tend to take two or more health-care products at the same time with an averaging expense of NTD 2000 per month. The study also shows that users of SOD-like products usually localized in central and southern Taiwan and the best way to promote these products is through the introduction among users. Furthermore, the longer consumers use SOD-like products the better the effect is. Key Words¡Gmarketing strategy, mass marketing, consumer characteristics, competitor analysis

This study employs tourism model as research framework to examine the of tourism development in Penghu. The study involves three objectives. The first objective is to assess the influence of the external environment (including political, economical, natural, technological, social, and culture aspect) on the tourism development of Penghu. The second objective is to discuss the government policies that facilitate the tourism development of Penghu and tourism investment with gaming industry from foreign countries. Due to the controversial nature of gaming industry, this study examines both its positive and negative impact for developing appropriate gaming managerial policy. The third objective is to develop Penghu¡¦s tourism marketing strategies by integrating related tourism services, activities and destinations for enhancing the tourism quality of Penghu. The integration will support Penghu to develop marketing strategies for proper utilize the tourism resources of Penghu. In order to achieve the above objectives, the study uses tourism model and focus group which includes tourism related government officials, public representatives, civil groups, tourism practitioners and scholars in Penghu to analyze the external environment, government¡¦s tourism policy and Penghu¡¦s tourism marketing strategies. The result of the study can be the references for the tourism development of Penghu. The findings of the study are as following: (1) political, economical, natural, technological, social, and culture external environment all possess strong influence to the tourism development of Penghu. Therefore, government officials and tourism practitioners should consider the influence of external environment for making tourism policies or marketing strategies. (2) Central government should coordinate with local government for effectively making and implementing tourism policy. (3) Tourism management and marketing strategy are critical to the success of tourism development of Penghu. The integration of tourism related services, activities and destinations can effectively utilize Penghu¡¦s tourism resources. At last, based on external environment, government policies, and tourism industry, this study develops expected tourism policies and marketing strategies for enhancing the tourism development of Penghu.

Every local government make all-out efforts to hold different kinds of art festivals in order to present their local cultural characteristics every year, such as Kaohsiung Zuoying Quarter Million Art Festival and Pingtung Back Tuna Art Festival. However, the impact of suspension of Yilan International Children's Folklore and Folkgame Art Festival is obvious. Based on my observation of field studies, the intense contrast between blossom of Kaohsiung Zuoying 2008 Quarter Million Art Festival and downfall of Pingtung Back Tuna Art Festival comes from whether the art festival is unique or not. Copy is the main reason for failure of art festivals. In the past, few studies focus on applying internet marketing strategy to promote every local government art festivals and studying its application and effects. That is why the purpose of this study is based on the case of Kaohsiung Dashu Township Lai Fung Art Festival in order to gather internet marketing strategy, the relative information on marketing tools and opinion of participants from in-depth interviews and analysis of documents. Therefore, after collecting results of interviews and comparing them with other relative studies and my observation, this study reveals the internet marketing strategy for Kaohsiung Dashu Township Lai Fung Art Festival. The main focuses of this studies are as follow, (a) finding the track of internet marketing strategy (b) local government marketing strategy and its relationship with internet marketing tools (c) how local government use its internet to set up effective marketing strategy (d) the impact internet marketing tools bring to Kaohsiung Dashu Township Lai Fung Art Festival (e) according to results of interviews and the needs of interviewees to set up websites, blogs shopping platforms and nature ranking of keywords search in order to assist Kaohsiung Dashu Township Lai Fung Art Festival promotion, advance development of local economy, improve the marketing channels of local agriculture products and farmers¡¦ life.

<p>Abstract</p><p>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?</p><p>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.</p><p>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.</p><p>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.</p><p>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.</p> / <p>Sammanfattning</p><p>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?</p><p>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.</p><p>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.</p><p>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.</p><p>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.</p>

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

In this master’s paper there are analyzed various theoretical and practical marketing strategy forming steps, given by Lithuanian and foreign authors; there is made full analysis of factors of marketing environment. You can find analysis of target market, positioning and strategy of marketing complex elements when strategy of such companies is formed. There is given customer and expert research. According results of customer research, document analysis and interview results of companies’ managers, the marketing strategy was formed. Using received data, specific singularities of marketing strategy forming for building materials retailers were generalized.