頁籤選單縮合
題 名 | 臺商赴大陸投資的行銷組合策略之研究--以方便麵為例=The Study of Marketing Mix Strategy of Taiwanese Companies Invested in Mainland China--An Example of Instant Noodles |
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作 者 | 戴嬡坪; | 書刊名 | 中國行政 |
卷 期 | 64 1998.08[民87.08] |
頁 次 | 頁39-61 |
分類號 | 496.5 |
關鍵詞 | a臺商; 大陸; 投資; 行銷組合策略; 方便麵; |
語 文 | 中文(Chinese) |
中文摘要 | 臺南有些品牌的方便麵深受大陸居民的喜愛,並且在此特殊的消費環境下,造就 了康師傅方便麵的銷售奇蹟,其成功經驗值得國人深思及探討。因此,本研究以文獻探討法 ,分析臺商赴大陸投資的動機和方便麵業者在大陸的行銷組合策略,提供對大陸內銷市場有 興趣的個人或廠商有個初步的瞭解。 |
英文摘要 | In Mainland China, thanks to the cultural assimilation, some Taiwanese Brands of the Instant Noodles ar very famous and populous. Because of such particular circumstance of consumer behavior, Master Kong makes a marketing miracles. These experiences impress us to think and to study. Therefore, I use the method of literature reviews and retrospect to analysis the motivation of FDI and the marketing mix strategy of Taiwanese Companies in Mainland China. This study will help those individuals and firms who are interesting at the Mainland China internal markets to get a premier understanding. |
本系統中英文摘要資訊取自各篇刊載內容。