本研究以日本康貝公司(Combi)為研究對象，來探討嬰童用品產業的關鍵成功因素(Key Successful Factors,KSF)及嬰童用品品牌的國際化策略。
透過Porter的產業五力分析架構，本研究認為要克服嬰童用品產業的競爭劣勢：產業內競爭激烈、買方議價力較弱、潛在進入者的威脅較高，企業須具備五個構面的十二項關鍵成功因素使能經營成功，包含：品牌與宣傳構面的品牌形象與知名度等因素；市場行銷構面的行銷通路的掌握等因素；產品構面的產品質量與安全性等因素；生產構面的生產的垂直整合能力；顧客服務構面的優質的顧客服務等因素。
本研究經過Combi的國際化策略分析，則有如下的結論：
一、 嬰童用品業者的國際市場選擇需考量國家的經濟發展程度與消費者育嬰觀念成熟度。
二、 嬰童用品業者通常會先以直接出口(Direct Import)的方式作為國際化的進入策略。
三、 嬰童用品業者的國際化動機若為成本考量，會採取高度控制的進入策略，如獨資(Wholly-owned Subsidiary)；若是為了掌握市場，則採取低度控制的方式，如合資(Joint Venture)。
四、 嬰童用品業者的國際市場經營需特別重視在地市場需求的回應(Local Response)，故市場經營策略與組織、控制上需有較高的自主性。 / This study uses Combi Corporation as the research object to explore the key successful factors, and the internationalization strategy of the infant products industry.
Through Porter's Five Forces Analysis, this study suggests that infant products industry to overcome the competitive disadvantage: intense competition within the industry, buyer bargaining power is weak, the higher threat of potential entrants, companies must seize five dimensions, 12 key successful factors to run business successfully which includes brand image and visibility, good control of marketing channels, product quality and safety, vertical integration of production, customer service standard.
This study comes out the following conclusions on internationalization strategy of the infant products industry:
1. The infant products companies should take the economic development level, and the consumer’s maturity of feeding concept into consideration.
2. The infant products companies usually use direct exports as their entry mode in the early stage.
3. If infant products companies are cost concerned, they take a highly controlled strategy, such as wholly-owned subsidiary. If the infant products companies are the market concerned, they take a lowly controlled method, such as joint venture.
4. The infant products companies require highly local response, so they should have flexible business strategy.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093932121 |
| Creators | 洪世群, Hung, Shih Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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