Because of the globalization, oil/energy crisis, divergent political senses, conflicts between economy development and eco strategy, local protest, and China¡¦s open economical strategy, the economy in Taiwan is beaten heavily, especially petrochemical industry. Since Mai-Liao No.6-Naphtha Cracking prject was finished, the manufacturers who supply the equipments are seriously damaged. They can only try to earn orders from international markets. Fortunately, Middle-east, Thailand and China constructing new petrochemical industrial areas in the recent years, and this gives Taiwan manufacturers a slim chance to survive. Certainly, they are facing more difficulties include the business scale, closeness, material-specialty, and the specific request of clients. To the traditional engineering-service industry, no matter to F-company or others, global marketing is the way they must go ahead.
Therefore, through the questionnaire which directs to the key factors of success global marketing of petrochemical equipment manufacturers, and analyzed by AHP method, I advance the following opinions:
A.In the key factors of success global marketing of petrochemical equipment manufacturers, the internal process is the most important, the secondary are relationship marketing and customer management, and organization and human resource.
B.All key factors of global marketing in order are: 1. Match the quality requested by customer. 2. Price with competition. 3. Date of delivery with competition. 4. Promotion of customer-value, satisfied and reliable products/services. 5. Build and maintain good customer relationship. 6. Collaboration of up-down stream (strategy alliance) 7. Attitude and enthusiasm of employees. 8. Promotion of employees¡¦ skill (training) 9. Knowledge management of core competition. 10. Brand image (Complementary Asset.) 11. Corporation of organization and system. 12. Excellent marketing brain. 13. Ability of global marketing. 14. Analysis of customer request and self-SWOT.
This research may be referred to petrochemical equipment manufacturers, and help them to learn and bring their own character and successful factors into play to achieve the success of global marketing.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0731107-213322 |
| Date | 31 July 2007 |
| Creators | Chiou, Huey-Ming |
| Contributors | Tsuang Kuo, Leo Huang, Huei-Mei Liang, Iuan-Yuan Lu, Hsien-Tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0731107-213322 |
| Rights | not_available, Copyright information available at source archive |
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