碩士 / 國立臺灣師範大學 / 高階經理人企業管理碩士在職專班(EMBA) / 105 / Expansion into overseas markets has become a key goal of Taiwanese interior design companies, as the Taiwanese interior design market has become saturated, and the quality of Taiwanese interior design is of an international standard. In order to increase company scale and sales volume, China is the priority overseas market for Taiwanese interior design companies.
Since most of these companies are of small or medium size, market entering strategies need to be carefully thought through. This study examined strategies pur-sued by seven Taiwanese interior design companies which founded companies and/or organized businesses in China. Particular attention was paid to initial market entry strategies, post-entry customer acquisition, the construction of industrial value, and corporate strategic typology. Additional qualitative research and deep interviews were also performed. The following conclusions were reached:
1. Although it is easier to enter an overseas market through a business relationship with existing customers, this does not guarantee success. Local management quality is of greatest importance.
2. High quality production management and customer relationship management are key to facilitating new customer acquisition.
3. Management outsourcing needs to be enhanced and intensified.
4. In order to reduce variation, the selection of corporate strategic typology should precede the adjustment of organizational structure.
5. The later a company enters an overseas market, the stronger the sales focus required, and the greater investment necessary.
6. The advantage and dominance of Taiwanese companies in China is decreasing. Companies which intend to reinvest need to find new strategies to penetrate the market or seek new overseas markets.
The subject of this research is the market entry and overseas market operation strategies pursued by Taiwanese companies. The purpose of the research is that Tai-wanese interior design companies can seek further overseas markets in addition to China, gaining by their experiences from entering the Chinese market and truly be-coming internationalized.
Keywords：interior design, overseas market entry, eclectic theory, strategic typology for multi-national enterprises, Chinese market.
| Identifer | oai:union.ndltd.org:TW/105NTNU5457051 |
| Date | January 2017 |
| Creators | Chang, Li-Pao, 張麗寶 |
| Contributors | Kang, Min-Ping, 康敏平 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 107 |
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