菲律賓投資創業與行銷策略之研究-以Consumer’s Desire Trading Corp.為例

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题名:	菲律賓投資創業與行銷策略之研究-以Consumer’s Desire Trading Corp.為例 Assessment of Entrepreneurship and Marketing Strategy in the Philippines: A case of Consumer’s Desire Trading Corporation
作者:	鄭永星 Cheng, Yung-Hsing
贡献者:	經營管理學系
关键词:	創業歷程;行銷策略;服務品質 Entrepreneurial process;Marketing strategy;Service quality
日期:	2021-05-05
上传时间:	2022-10-31 05:37:26 (UTC+0)
出版者:	亞洲大學
摘要:	近年來菲律賓經濟快速成長，人口老化程度較其他國家不嚴重，且擁有高度年輕的人力，不斷吸引台灣企業甚至其他國家的企業前往菲律賓創業。因此，本研究期望透過個案公司在菲律賓經營的服務品質模式、行銷策略方法、以及創業的歷程進行深入研究，以提供經驗分享給予有需要企業參考。因此，本研究目的在探討個案公司的創業歷程、行銷策略、以及服務品質。本研究以Consumer’s Desire Trading Corp. 公司為研究對象，進行次級資料分析與深入訪談。資料收集與分析後，提出在菲律賓經營事業的創業歷程要點、以及在菲律賓經營事業的行銷策略模式與服務品質的要點。最後，本研究提出企業至菲律賓經營的關鍵因素，需要培養創業家的獨有特質、追求產品差異化的行銷策略、逐漸式擴充市場、以及妥善管理資金與創造產品。 In recent years, the economy of the Philippines has grown rapidly, the population aging in the Philippines is less severe than in other countries, and it has a highly young workforce. Taiwanese companies and even companies from other countries are attracted continuously to begin businesses in the Philippines due to these factors. To this point, this study expects to conduct in-depth research on the mode of service quality, marketing strategy method, and entrepreneurial process of the case company in the Philippines in order to provide experience sharing and reference for other companies in need. Thus, this study aims to explore the case company of the entrepreneurial process, marketing strategy, and service quality. This research adopts Consumer’s Desire Trading Corp. as the research object and utilizes secondary data analysis as well as in-depth interviews as research methods. The key factors of the entrepreneurial process, the model of marketing strategy, and the service quality which are in operating business in the Philippines are proposed after done with data collection and analysis. In general, this study indicates the key factors for companies to operate in the Philippines, which includes cultivating the unique characteristics of entrepreneurs, seeking the marketing strategies of product differentiation, expanding the market gradually, managing funds properly, and creating products.
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