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| Title: | 嬰童用品品牌的國際化策略探討-以日本康貝公司(Combi)為例
Internationalization strategy of infant products company - case study of Combi |
| Authors: | 洪世群
Hung, Shih Chun |
| Contributors: | 譚丹琪
Tan, Danchi
洪世群
Hung, Shih Chun |
| Keywords: | 嬰童用品產業
關鍵成功因素
國際化策略
產業五力分析
Infant products industry
Key successful factors
Internationalization Strategy
Porter`s Five forces analysis |
| Date: | 2009 |
| Issue Date: | 2010-12-08 15:00:42 (UTC+8) |
| Abstract: | 本研究以日本康貝公司(Combi)為研究對象，來探討嬰童用品產業的關鍵成功因素(Key Successful Factors,KSF)及嬰童用品品牌的國際化策略。
透過Porter的產業五力分析架構，本研究認為要克服嬰童用品產業的競爭劣勢：產業內競爭激烈、買方議價力較弱、潛在進入者的威脅較高，企業須具備五個構面的十二項關鍵成功因素使能經營成功，包含：品牌與宣傳構面的品牌形象與知名度等因素；市場行銷構面的行銷通路的掌握等因素；產品構面的產品質量與安全性等因素；生產構面的生產的垂直整合能力；顧客服務構面的優質的顧客服務等因素。
本研究經過Combi的國際化策略分析，則有如下的結論：
一、 嬰童用品業者的國際市場選擇需考量國家的經濟發展程度與消費者育嬰觀念成熟度。
二、 嬰童用品業者通常會先以直接出口(Direct Import)的方式作為國際化的進入策略。
三、 嬰童用品業者的國際化動機若為成本考量，會採取高度控制的進入策略，如獨資(Wholly-owned Subsidiary)；若是為了掌握市場，則採取低度控制的方式，如合資(Joint Venture)。
四、 嬰童用品業者的國際市場經營需特別重視在地市場需求的回應(Local Response)，故市場經營策略與組織、控制上需有較高的自主性。
This study uses Combi Corporation as the research object to explore the key successful factors, and the internationalization strategy of the infant products industry.
Through Porter`s Five Forces Analysis, this study suggests that infant products industry to overcome the competitive disadvantage: intense competition within the industry, buyer bargaining power is weak, the higher threat of potential entrants, companies must seize five dimensions, 12 key successful factors to run business successfully which includes brand image and visibility, good control of marketing channels, product quality and safety, vertical integration of production, customer service standard.
This study comes out the following conclusions on internationalization strategy of the infant products industry:
1. The infant products companies should take the economic development level, and the consumer’s maturity of feeding concept into consideration.
2. The infant products companies usually use direct exports as their entry mode in the early stage.
3. If infant products companies are cost concerned, they take a highly controlled strategy, such as wholly-owned subsidiary. If the infant products companies are the market concerned, they take a lowly controlled method, such as joint venture.
4. The infant products companies require highly local response, so they should have flexible business strategy. |
| Reference: | 中文參考文獻
1. 于卓民(2000)，國際企業：環境與管理。初版，華泰文化。
2. 方至民(2006)，國際企業管理：建構全球營運優勢。初版，前程企管。
3. 司徒達賢(2001)，策略管理新論-觀念架構與分析方法。智勝文化公司。
4. 吳思華(1988)，產業政策與企業策略。中華經濟研究所。
5. 吳思華(1998)，策略九說：策略思考的本質。臉譜文化出版。
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7. 邱家緯(2010)，少子化商機/媽媽買給你。動腦雜誌，2月號。
8. 徐業良(2004)，淺談兒童安全座椅固定方式的標準：LATCH和ISOFIX。汽車購買指南雜誌，5月號。
9. 姜智鵬、邢靜(2009)，中國嬰童產業如何與世界接軌。瞭望東方周刊，13期。
10. 嚴衛國、梁建峰、費軍偉(2009)，模式創新：搶佔嬰童市場。銷售與市場，4月號。
二、英文參考文獻
1. Aaker, David A. (1984) , Strategic market management, New York: John Wiley & Sons Inc.
2. Aaker, David A. (1995) , Building strong brands, Free Press.
3. Ansoff, H. I. (1984). Implanting strategic management. New York: Prentice Hall, Inc.
4. Daniels, J.D. and L.H. Radebaugh (1994), International business: Environments and operations, 7th ed., NY: Addison-Wesley Publishing Company.
5. Dunning, J.H. (1993), Multinational enterprises and the global economy, Addison-Wesley, New York.
6. Daniel, D. R. (1961), Management information crisis. Harvard Business Review. September-October, pp.111-121
7. Heenan, D. A. and H. V. Perlmutter (1979), Multinational organization development, NY: Addison-Wesley Publishing Company.
8. C. W. L. Hill (1994), International business: Competing in the global marketplace. New York: McGraw-Hill.
9. Jain, S. C. (1989), Standardization of marketing strategy: Some research hypotheses, Journal of Marketing, pp.70-79
10. P. Kale, H. Singh, and H. Perlmutter(2000), Learning and protection of proprietary assets in strategic alliances: Building relational capital, Strategic Management Journal 21, pp.217-237
11. T. Khanna, R. Gulati, and N. Nohria(1998) , The dynamics of learning alliances: Competition, cooperation, and relative scope, Strategic Management Journal 19, pp.193-210
12. Kotler, Philip (2000), Marketing management: Analysis, planning, implementation and control, 10th Edition, New York: Prentice-Hall.
13. Leidecker, J. K. & Bruno, A. V. (1984). Indentifying and using critical success factors. Long Range Planning, pp.23-32
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University Press.
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19. Suhk, Pak Yong(2002), The effect of strategic motives on the choice of entry modes: An empirical test of international franchisers, Multinational Business Review, pp.28-37
三、網路文章
1.中外玩具禮品網 (2010)，友昌嬰童用品渠道成功經驗訪談詳解。
四、網站
1. 康貝公司企業網站 www.combi.co.jp
2. 麗嬰房企業網站 www.phland.com.tw
3. 娃娃城公司網站 www.pigeonbaby.com.tw
4. Aprica公司網站 www.aprica.com.tw
5. 黃色小鴨公司網站 www.piyopiyo.com.tw
6. 麗家寶貝網上商城 www.lijiababy.com.cn
7. 愛嬰室購物平台 www.aiyingshi.com.cn
8. Pigeon公司網站 www.pigeon.cn
9. Goodbaby公司網站 www.goodbaby.com.cn |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
93932121
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0093932121 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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