碩士 / 淡江大學 / 國際行銷碩士在職專班 / 106 / Taiwan relies heavily on the international commerce, and right now the international economy has been in a slump for more than 70%. Owners of Small and Medium-sized Enterprises (SMEs) consider that the most essential factor that impacts Taiwan economic growth is the international market. In recent years, the Trans-Pacific Partnership (TPP) and the Regional Comprehensive Economic Partnership (RECP) has played a pivotal role in the global economy, which includes the Latin American market and the Asia-Pacific market. If Taiwan can become a member state of TPP and RECP in the future, it will benefit Taiwanese SMEs in facing the future international market and bring about the blue ocean strategy and the commerce opportunity in the emerging market.
There are two research objectives:
(1) Exploring how to utilize international trade shows to help Taiwanese manufacturer to develop emerging market. (The key to trend)
(2) Exploring the Spanish-speaking countries with different environments in various situations. (The cultural key)
(3) Exploring how to do research on human psychology according the framework of 4C strategy. (The strategical key)
(4) Exploring how enterprises with famous brand and channel distributors can achieve the goal of resource integration in collaborative marketing (The marketing key)
The thesis will first explore the Latin American, Central American and Caribbean market and get to know the status quo of this area and figure out how to support Taiwanese SMEs in developing this market. With the research process chart and research process structural chart, the thesis will describe the connection of proposition, organizational structure and overall context of every phase in detail, which includes (I)the trend research that explains the rationale of choosing this market, (II)the assessment research that explains why doing these, (III)the action research-part 1 that states the preparation of project planning and the collection of each data, (IV)the action research-part 2 that states the focus of marketing implementation during the trade show, (V)the action research-part 3 that states the planning for strategical marketing after the trade show, (VI)the follow-up research that is relates to research categories, research process, setting up the form of interview, specialists interview for the assessment of categorical analysis and integration of overall crystallization analysis
Conclusion and suggestion:
The researcher provides his own personal experience, along with the concept of overall crystallization analysis in this research. It emphasizes the importance of the Latin American, Central American and Caribbean market from the aspect of market, manpower and marketing. The researcher also provides his personal insight in hopes that the current government will introduce powerful initiatives into this matter (even though the government already did well). In the end, Taiwanese SMEs are willing to develop the economy in this area, and they will get response from an investment environment with great potential.
| Identifer | oai:union.ndltd.org:TW/106TKU05402008 |
| Date | January 2018 |
| Creators | Kuang-Jen Yin, 應廣仁 |
| Contributors | 張勝雄 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 81 |
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