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| Title: | 台灣消費性IT產品進入俄羅斯市場的策略 – 以華碩公司為例
Entry strategies for Taiwan IT consumer products companies to achieve commercial success in Russian Market – A case study of Asus |
| Authors: | 康坦齊
Manjekhanov, Konstantin |
| Contributors: | 許牧彥
Hsu, Mu Yen
康坦齊
Manjekhanov, Konstantin |
| Keywords: | 進入俄羅斯市場的策略
代理商管理
通路管理
消費性IT產品
華碩公司
Russian Market Entry Strategies
Channel management
IT market
IT Consumer goods
Asus company |
| Date: | 2010 |
| Issue Date: | 2010-12-08 01:53:44 (UTC+8) |
| Abstract: | Many companies from around the world enter the global market. The firms have to specialize in order to sustain their competitiveness. Many Taiwanese companies are export-oriented. The major export markets are Japan, the US and Europe for those Taiwan companies. But these markets are mature and the growth rate is low unlike Russian market. That is why many Taiwan companies entered or plan to enter Russian market.
Due to the fact that Russia is a potentially big market and geographically far from Taiwan-ROC, and a fast developing economy, establishing business in Russia is certainly interesting. According to the Bureau of Foreign Trade, Ministry of Economic Affairs Taiwan- ROC, mutual trade in 2009 posted US$2,9 billion, Bureau of Foreign Trade (2010).
While many companies show great interest in entering the Russian market, there still seems to be some kind of hesitation due to the special nature of the Russian market. In this thesis I will focus on an emerging Russian market and its appeal to foreign companies, namely Taiwanese company such as Asus which made its path into Russian market. Target is to describe Asus initial entry strategies.
Problem Statement
There are many external factors affecting entry strategies picked up by firms around the world. Legal, political, cultural and institutional factors are just some of the many factors that should be dealt with when operating business on a foreign turf.
Many people want to know more on Russian market business experiences, it is hard to find any particular works/papers which can describe a current situation and lead them to commercial success. Russian Federation is a very complex region with its own traditions and business culture.
What particular Foreign Operation Methods should a company choose? Indeed choosing right FOM represents a critical component of international business activity. Once described as a ”frontier issue” in international business, researchers as well as practitioners now regard it as fundamental to any discussions about international business strategies and the performance by companies in the international arena.
Purpose
Despite the fact that in Russian Federation the cost of opening a business is higher than in most other countries and many other destabilizing factors, Asus has found its path to success.
How was it possible? What are the lessons one can learn from that experience? The purpose of the thesis is to find out the success factors of Asus as well as study its entry strategy. The research purposes of this paper are as follows:
1. To review the related literature of Entry Strategies
2. To study Russian market
3. To analyze Asus initial entry strategies and analyze its Russian business
Chapter 1. Introduction 3
1.1 Background 3
1.2 Problem Statement 4
1.3 Purpose 4
1.4 Method 5
Chapter 2. Literature Review 7
Chapter 3. Russian Market 14
2.1 General environment 14
2.2 Russian notebook market 18
2.3 Distribution channels 22
2.4 Regulation, electricity, consumer protection, standards 27
Chapter 4. Case study 29
Chapter 5. Conclusion 46
Bibliography 51 |
| Reference: | Books
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Internet Resourses
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19. ASUSTeK Computer Inc. (2010, May). Rekomendovannye ceny na bazovye konfiguracii noutbukov ASUS. Retrieved September 1, 2010, from http://www.asusnb.ru/cgi-bin/extra.pl
20. Baksht, K., Trifonov, A., Lomovickaja, O., & Dashkov, D. (2008, November 3). Sil`nyj ASUS. Retrieved September 1, 2010, from http://www.mybiz.ru/index.php?page=3104
21. Bureau of Foreign Trade, T.-R. (n.d.). Trade Statistics. Retrieved April 01, 2010, from Bureau of Foreign Trade, Taiwan-ROC: http://cus93.trade.gov.tw/ENGLISH/FSCE/
22. Campbell, S. (2010, February 10). 2010 Channel Chiefs: 10 Rules For A Channel Playbook. Retrieved September 1, 2010, from CRN: http://www.crn.com/news/channel-programs/223000374/2010-channel-chiefs-10-rules-for-a-channel-playbook.htm
23. Cnews.ru. (2003, 06 03). Boris Khobod: Brand prodvigayut ne distributory a krupnye dilery.
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http://www.cnews.ru/reviews/index.shtml?2003/06/03/144861
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from http://www.crn.ru/numbers/spec-numbers/detail.php?ID=17166
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32. Korogod, S. (2008, May 8). ASUS - podvedenie itogov dejatel`nosti za god i prezentacija novyh serij noutbukov. Retrieved September 1, 2010, from http://www.ixbt.com/portopc/asus-april2008-m70.shtml
33. Kozharov, J. (2002, March 21). PC market distribution review. Retrieved September 1, 2010, from http://www.marketing.spb.ru/mr/it/computer-01.htm
34. Lapinskij, I. (2008, April 1). “Nasha strategija prinosit horoshie rezul`taty”. Retrieved September 1, 2010, from http://www.asusnb.ru/cgi-bin/show_news.pl?option=FullNews&id=399
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37. Mercer. (2008 ). Cost of living reports 2008 edition . Retrieved 08 19, 2009, from Mercer : http://www.mercer.com/summary.htm?idContent=1314675
38. Noble, S., Shenkan, A., & Shi, C. (2009, October). The promise of multichannel retailing. McKinsey Quaterly.
39. Semenov, S. (2008, June 11). A competition in Russian NB market becomes fiercer. Retrieved September 1, 2010, from http://www.cnews.ru/reviews/free/notebook2008/articles/market.shtml
40. PwC.(2008). Doing business in Russia. Retrieved June 01, 2009, from PwC:http://www.pwc.com/en_RU/ru/globalisation/assets/pwc_doing_business_in_russia08.pdf
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Interview
43. Shu, S. (2009, 10 01). Entry strategies, distributors and dealing with the channel. (K. Manjekhanov, Interviewer) Taipei, Taiwan. |
| Description: | 碩士
國立政治大學
科技管理研究所
96359037
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0963590371 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理研究所] 學位論文
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