Market Entry Strategy of Electronics Industry : A Case Study of “A Company” Entering Emerging Markets

近年台灣電子產業面臨歐美已開發國家消費市場萎縮,產業競爭加劇,無不 思考開拓歐美以外市場,以分散公司客戶集中風險以及拓展新的客戶來源。人口 數龐大以及經濟成長率高的新興市場即是首要的目標。本研究之目的,即在整理 歸納目前主流的國際市場進入模式,運用國際市場進入策略、策略行銷 4C架構 等文獻理論,以個案研究的方法,觀察個案公司的國際新興市場進入策略,並且 對各國際市場進入策略對於新興市場的適用與否作出分析與探討。 本研究歸納出企業對於進入國際市場,基於對於企業本身資源投入度、曝險 程度、控制程度以及該新市場的獲利潛力大小的考量,會循一定脈絡選擇市場進 入策略。然而新興市場潛藏許多隱形的貿易障礙。為說明新興市場之經商環境特 殊性,本研究以巴西為新興市場代表,具體說明從政治環境、總體經濟環境及商 業環境等特殊性。 新市場進入後,企業面臨客戶關係或策略聯盟關係管理等議題。本研究以策 略行銷 4C 分析架構,說明企業在管理客戶與策略聯盟關係時,在外顯效益單位 成本、資訊搜尋成本、道德危機成本以及專屬陷入成本上應該做出的努力。結合 以上分析,本研究認為企業在進入新市場前,應盡可能地蒐集關於該市場之資訊, 採用一定的分析方法及邏輯,結合企業短中長期發展的目標來擬定市場進入策略, 並採取其中最有利之策略行動,以利企業進入市場的成功。Facing the shrinking markets in the developed countries and the intense competition within the industry, Taiwanese companies in the electronics industry in started to consider the possibility of exploring new markets to avoid the customer concentration risk and to expand the customer base. With the large population and the potential growth rate, emerging markets are considered the first priority when the companies evaluated the new markets. This study is to summarize the mainstream of the foreign market entry modes and to utilize the foreign market entry strategies. This study will choose one specific company as the object of case study and apply the structures mentioned to observe the market entry strategies companies might choose when surrounded in different circumstances in the emerging markets. After entering new markets and establishing new customers, companies need to maintain the relationships with the customers and the strategic alliance. This study will apply the structure of strategic marketing analysis on the case to explain what efforts companies should devote to reduce the exchange cost including the buyer cost, information search cost, moral hazard and asset specificity during the exchange. This study suggests companies collect all the factors and info before entering a new market. The strategies should cover from short-term to long-term needs and goals of the companies to avoid possible risks and increase the success rate of new market entry