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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/33965


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/33965


    Title: 哈雷機車進入台灣市場策略
    Market Entry Strategies for Harley-Davidson Motorcycles in Taiwan
    Authors: 王招敏
    Contributors: 冷則剛
    王招敏
    Keywords: 哈雷機車
    Date: 2007
    Issue Date: 2009-09-17 18:56:01 (UTC+8)
    Abstract: Due to the second oil crisis in 1979, Taiwan adopted the Energy Conservation Policy. Hence, motorcycles with engines larger than 150cc were not allowed and there was a restriction on heavyweight motorcycles on expressways in Taiwan. Pressure from international trade partners, such as US and Japan forced Taiwan to re-open its market for heavyweight motorcycles. The importation of motorcycles with engines larger than 150cc was liberalized in July 2002 as part of Taiwan’s WTO commitments. Currently, there are BMW, Bimota, Ducati, Kawasaki, KTM, Suzuki, and Triumph dealers present in Taiwan but not a single H-D dealership in Taiwan exits.

    Through in-depth interviews, survey and SWOT analysis, this thesis paper examines how Harley-Davidson operates oversea, analyzes the current position of the heavyweight motorcycle market in Taiwan, understands existing barriers and challenges, determines which market entry strategies should be adopted, and briefly describes strategies that overcome these challenges in order to develop a successful business in Taiwan. The conclusions are that Taiwan customers crave for Americano heavyweight bikes and Harley-Davidson Inc is also interested in Taiwan market. Therefore, there should be Harley-Davidson dealerships in Taiwan in the near future and it will be profitable if its brand is attentively and diligently managed.
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    Wharton University of Pennsylvania, (2006) Special Report: The Return of Japan, Inc? Page 6~11, http://knowledge.wharton.upenn.edu/papers/download/Japan_SpecialReport.pdf
    Wikipedia “Global Warming” 2007 http://en.wikipedia.org/wiki/Global_warming
    Wikipedia “Human Height” 2007 http://en.wikipedia.org/wiki/Average_height
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    摩托車雜誌2007 Bike Catalogue
    伍國榮, 民國95年, 碩士論文Examining the Heavyweight Motorcycle Rider’s Product Perceived Quality and Satisfaction in a Kano’ Model.
    林淑眞, 台灣機車史, 民國87年, 頁13
    張伊君,陳妍伶,陳盈瑾,陳秀蘭,劉于菁,國內大型重型機車之市場現況與未來發展方向,民國92年頁125~142中臺醫護技術學院論文選集
    陳武正,賴以軒,王思儀, 大型重型機車相關課題與對策民國94年7月,頁62~75都市交通季刊第二十卷第二期
    廖俊雄,李曉娟,葉羿稚, 國內進口大型重型機車衍生問題之研究, 民國94年12月,頁37~62 交通學報第五卷第二期
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    92933019
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0929330191
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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