臺灣博碩士論文加值系統

　　目前國內汽車廠約有十一家，但皆達不到量產規模，無法達成本效率。因此若能至大陸拓展其市埸，便可利用量產規模降低成本，進而提昇技術層次，使國內汽車業具備國際競爭力。在研究過程中發現，通路策略乃台灣汽車廠在大陸投資所面臨之最主要及最欲解決之問題。因此本研究採用個案研究法，針對東南及萬通二汽車公司之通路策略，作深入之分析與研究。結論如下：
　　一、台灣汽車廠赴大陸投資，短期應採選擇性配銷、多條通路策略；長期採獨家配銷、單一通路策略。
　　二、台灣汽車廠赴大陸投資，短期應充分利用國營流通渠道，中期逐漸脫離，增加民營經銷商，長期則自建通路系統。
　　三、在定價策略上，產品推出期應採成本加成定價法，成長期採滲透市埸定價法。
　　四、台灣汽車廠赴大陸投資應依附大陸重點發展汽車集團。

　　This study employs the framework of case study to analyze marketing channel strategies of Taiwan-based motor corporations in Mainland China. The two cases being analyzed in this study are SouEast Motor Co. Ltd. and Wuhan Grand Motor Co. Ltd..
　　The major conclusions of the thesis are summarized as follows:
　　1.It is recommended that Taiwan-based motor corporations should take selective distribution and multiple channels strategy in the short term; then take exclusive distribution and unique channel strategy in the longer term.
　　2.Taiwan-based motor corporations should make ultimate use of state-owned distribution channels in the short term, then leave it gradually by increasing private-owned agencies in the middle term, and finally, build their own channel system in the long term.
　　3. With regard to pricing strategy, it is recommend that Taiwan-based firms can seriously consider to adopt the cost-plus pricing strategy during the introduction stage; and the strategy of low price to increase its market share in growth stage.
　　4.Taiwan-based motor corporations should coordinate with the main motor enterprises of mainland china.