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    題名: 哈雷機車進入台灣市場策略
    Market Entry Strategies for Harley-Davidson Motorcycles in Taiwan
    作者: 王招敏
    貢獻者: 冷則剛
    王招敏
    關鍵詞: 哈雷機車
    日期: 2007
    上傳時間: 2009-09-17 18:56:01 (UTC+8)
    摘要: 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.
    參考文獻: ACNielsen, February 2006, Consumer Insight Into Fuel Price http://ch.de.acnielsen.com/pubs/documents/Global_FuelPricesFeb06.pdf
    Alan J. Dubinsky and Steven J. Skinner, 2004, High Performance Recruiting & Retaining Top Employees. Page 49
    BMW Taiwan Website http://www.bmw.com.tw/motorrad
    Bureau of Energy, Fuel Economy Standards, http://www.moeaboe.gov.tw/English/laws_04.asp
    Business Week “Best Global Brands” 2006 http://images.businessweek.com/ss/06/07/top_brands/source/45.htm
    Central Bank, NTD Exchanged Rate, http://www.cbc.gov.tw/economic/statistics/fx/fx-y.xls\
    Cycle World, May 2007, Diesel Power: Page 36~37
    David A. Aaker, (2001). Strategic Market Management, Sixth Edition, page 164~170
    Directorate General of Highways, MOTC, Motorcycle License Plate Tax, http://www.thb.gov.tw/hw/look2-2.html#a8
    EPA, Air Pollution Emissions Standards, http://law.epa.gov.tw/en/laws/761300020.html
    EPA, Vehicle noise regulation, http://w3.epa.gov.tw/epalaw/docfile/050130.doc
    Fred R. David, (1986) Fundamentals of Strategic Management, page 205~210
    Gasoline Prices History, Taiwan Energy Statistical Hand Book 2006
    Harley-Davidson Form 10-K, 2006
    Harley-Davidson 2006 summary Annual report
    Harley-Davidson Website http://www.harley-davidson.com
    Harley-Davison World (February 2007), The News Source of Employees Worldwide
    Harley-Davison Enthusiast, Winter 2007, Size Matter Page 20~22
    Kenneth C. Laudon, Jane P. Laudon (2004), Managing The Digital Firm Eighth Edition, page 61~63
    Long Range Planning, Vol. 15, No 2, Page 55, 1982
    Matt Haig, 2004, Brand Royalty How the world’s top 100 brands thrive & Survive, Page 192~193
    Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson,(2004) Strategic Management: Competitiveness and Globalization, page 216-250
    Motor Vehicle Inspection and testing, http://www.artc.org.tw/chinese/upload/statute/整車附件二中(第9項至第18項).pdf, page 72
    S. Tamer Gavusgil, Pervez N. Ghauri and Milind R. Agarwal, (2002) Doing Business in Emerging Markets, Page 89~103
    Standford Technology ventures program, The Global Motorcycle Industry – 2003, www.stanford.edu/class/msande271/stanfordcases/MotorcycleIndustry.pdf, Page 1-26
    Suzuki Safety Recall Campaign 2006 “SV fuel tank replacement” http://www.suzukicycles.com/Recalls/pdf/TL_SV_DL_num_34_Fuel_Tank_Recall.pdf
    Tailing Website http://www.suzukimotor.com.tw/
    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
    Wikipedia “Toyota Prius” 2007 http://en.wikipedia.org/wiki/Toyota_Prius
    Vehicle safety type approval management regulation http://www.artc.org.tw/chinese/upload/statute/車輛型式安全審驗管理辦法(9606English).pdf, page 3
    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
    描述: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    92933019
    96
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0929330191
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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