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    題名: 國際品牌在地化行銷之研究－以CORSAIR為例
    A Study of Localization Marketing for International Brands: The Case of CORSAIR
    作者: 黃卓豪
    Wong, Cheuk-Ho
    貢獻者: 樓永堅
    Lou, Yong-jian
    黃卓豪
    Wong, Cheuk-Ho
    關鍵詞: 在地化行銷
    進入策略
    交易成本
    國際品牌
    Localization marketing
    Market entry strategy
    Transaction cost
    International brand
    日期: 2025
    上傳時間: 2025-09-01 15:14:50 (UTC+8)
    摘要: 本論文以CORSAIR為例，探討國際品牌在亞洲市場的在地化行銷策略。研究背景強調亞洲市場的多元性與重要性，指出在地化策略對於國際品牌成功的必要性。研究目的聚焦於分析CORSAIR如何透過在地化進入亞洲市場並實現成長。採用個案研究法，通過文獻回顧交易成本與進入策略，深入探討CORSAIR的在地化成功因素。研究發現，CORSAIR有效適應當地文化與市場需求，成功實施在地化策略，包括產品調整、行銷活動與合作模式。討論部分分析這些策略的影響，並提出未來研究方向，如在地化與標準化的平衡。結論總結在地化策略對國際品牌在亞洲市場的重要性，並為其他企業提供實務參考。本研究不僅豐富跨文化行銷理論，也為科技品牌進入亞洲市場提供實踐指引。
    This paper investigates the localization marketing strategies of international brands in the Asian market, with CORSAIR as a case study. The research background underscores the diversity and importance of the Asian market, highlighting the critical role of localization strategies in the success of international brands. The study aims to analyze how CORSAIR achieved growth in the Asian market through effective localization. Utilizing a case study methodology, this research reviews literature on transaction cost entry strategies to identify the key factors contributing to CORSAIR’s localization success. The findings demonstrate that CORSAIR adeptly adapted to local cultures and market demands by implementing localization strategies, including product adaptations, targeted marketing campaigns, and collaborative partnerships. The discussion evaluates the impact of these strategies and proposes future research directions, such as exploring the balance between localization and standardization. The conclusion emphasizes the significance of localization strategies for international brands in the Asian market and offers practical insights for other enterprises. This study contributes to the theory of cross-cultural marketing while providing actionable guidance for technology brands seeking to enter the Asian market.
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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    112363104
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0112363104
    資料類型: thesis
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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