Research on Product Marketing Strategy of Machinery Industry in Taiwan: Taking Company A for Example

[[abstract]]2021年台灣機械產業產值達新新台幣1.3兆元，出口值331.38億萬美元，以新台幣計價約9,283.49億元。機械進口值為563.61億美元，以新台幣計價約15,785.億元。台灣機械廠商家數超過13,300家，就業人數超過23萬人，影響人數達到百萬以上。全球興起機械智慧型製造潮，已面臨許多重大挑戰與變革。本研究以機械產業為研究對象。本研究探討台灣機械產業沿革與發展及產銷概況，以A公司為研究對象，探討個案公司生產、銷售與未來發展狀況、訪談法、SWOT分析，研擬出個案公司未來的行銷策略。本研究結果，提出對個案公司有利行銷策略建議:1.台灣整體外交情勢遭遇困境，主要出口國家並未簽署貿易協定，削弱出口競爭力。2.推動機械智能數位化，從工業2.0到工業4.0，建立聯網服務平台。3.人才培育、學習網路，加速研發創新，替代進口機械。4.辦理相關國際論壇及招商活動，拓展國際市場，建立與相關單位合作包括技術、生產、行銷、經營……等。[[abstract]]In 2021, the output value of Taiwan's machinery industry will reach NT$1.3 trillion, with an export value of US$33.138 billion, or about 928.349 billion in NT$. The value of machinery imports was US$56.361 billion, or about 1,578.5 billion in New Taiwan dollars. There are more than 13,300 machinery manufacturers in Taiwan, employing more than 230,000 people and affecting more than one million people. The global boom in mechanically intelligent manufacturing has faced many major challenges and changes. This study takes the machinery industry as the research object.This research discusses the evolution and development of Taiwan's machinery industry, as well as the general situation of production and sales. Taking Company A as the research object, it discusses the production, sales and future development status of the case company, interview method, SWOT analysis, and formulates the future marketing strategy of the case company.1. Taiwan's overall diplomatic situation has encountered difficulties, and major exporting countries have not signed trade agreements, weakening export competitiveness.2. Promote the digitization of intelligent machinery, from Industry 2.0 to Industry 4.0, and establish a networked service platform.3. Cultivate talents, learn from the Internet, accelerate R&D and innovation, and replace imported machinery.4. Handle relevant international forums and investment promotion activities, expand the international market, and establish cooperation with relevant units, including technology, production, marketing, operation...etc