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研究生:吳徽菁
研究生(外文):Huei-Jing Wu
論文名稱:The Study of Marketing of Taiwanese One Town One Product in European market: A Case of French market
論文名稱(外文):The Study of Marketing of Taiwanese One Town One Product in European market: A Case of French market
指導教授:胡凱傑胡凱傑引用關係
指導教授(外文):Kai-Chieh Hu
口試委員:阮金祥張宏生
口試委員(外文):Jinshyang RoanHong-Sheng Chang
口試日期:2016-07-07
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:148
外文關鍵詞:OTOP productsentry modesdistribution channels
相關次數:
  • 被引用被引用:0
  • 點閱點閱:61
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  • 下載下載:6
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The objective of Taiwanese government’s “One Town One Product” program is to promote Taiwanese specialties globally and to aid small enterprises in exporting their products to the world. It aims to make Taiwanese culture become more well-known and popular in an attempt to encourage consumption in OTOP products. However, due to the lack of knowledge about the local market and distribution channels, the huge cultural gap between European and Asian cultures, and the limited information about consumers, obstacles for OTOP products to be presented in French markets exist. These uncertainties then lead to companies’ unwillingness to export in European market since they might encounter great difficulties.
This research aims to explore the potential of entering French market and to discover the possible entry modes that companies may choose taking into account of different factors which determine their success. By analyzing the distribution channels environment, competition, pricing strategies, consumer behavior and acceptance of new products and the cognition of Taiwanese cultures and products, this research offers useful information and recommendations for Taiwanese companies. Furthermore, a SWOT analysis is provided to define the strength, weakness, opportunities and threats that OTOP products may face in order to adopt the most appropriate strategy and to measure the risks involved. Different research methods are used in this research, such as literature review, field research and questionnaire.
According to the research conclusion, French consumers feel interested in OTOP products and are willing to know more about Taiwanese products and culture. However, French consumer’s knowledge in Taiwan is generally insufficient and they usually find difficulties in distinguishing Taiwan and China. As a consequence, Taiwanese government needs to focus first on promoting Taiwanese culture in order to increase people’s cognition in Taiwan. Besides, changing French consumers’ preference and diet habit may be a huge challenge for Taiwanese companies since French culture is influential and French consumers are usually very proud of it. Yet, as a country with many immigrants and under the influence of globalization, French consumers become more and more open and curious to exotic cultures. More, the increasing numbers of Asian students in France also stimulate the needs for Asian products.
Finally, this research provides some recommendations for Taiwanese companies which seek to enter French market. Huge exporting and distributing costs and risks may be involved due to the unfamiliarity of the local distribution channels and the uncertainty of consumer’s behavior. Therefore, small enterprises should consider first exporting OTOP products to nearby countries in Asia. Once their products start to gain popularity and reputation is built globally, and French consumers have sufficient knowledge in OTOP products, they can start to consider entering French market. On the contrary, huge enterprises, which have more power and capital, can start with establishing close relationship with local distribution channels in France and communicating with them in order to meet each other’s goals and strategies, and to increase their interests and confidence in their products. What is more, the similarity between Taiwanese and Chinese cultures not only arouses difficulties for consumers to distinguish but also brings opportunities for Taiwanese companies. Since Chinese culture is becoming more and more popular, higher quality and safety could be the advantages of OTOP products to replace or compete with Chinese products
Keyword: OTOP products, entry modes, distribution channels

ACKNOWLEDGEMENT I
ABSTRACT II
CONTENT IV
INTRODUCTION 1
1.1 BACKGROUND AND MOTIVATION 1
1.2 RESEARCH PURPOSE 2
1.3 RESEARCH SCOPE 3
1.4 RESEARCH PROCESS 4
1.5 RESEARCH CONCEPT 8
LITERATURE REVIEW 10
2.1 REASONS FOR ENTERING NEW MARKETS 10
2.2 ENTRY STRATEGY 14
2.3 FACTORS IN THE ENTRY MODE DECISION 21
FRENCH MARKET AND DISTRIBUTION CHANNEL ANALYSIS 27
3.1 MARKET OVERVIEW 27
3.2 DISTRIBUTION CHANNELS ANALYSIS 35
3.3 COMPETITION ANALYSIS 42
3.4 PRICE COMPARISON AMONG COMPETITORS 45
3.5 CONSUMER ANALYSIS 50
RESEARCH DESIGN 55
4.1 FIELD RESEARCH 55
4.2 QUANTITATIVE RESEARCH 82
QUESTIONNAIRE RESULT AND STATISTICAL ANALYSIS 88
5.1 COGNITION OF CHINESE OR TAIWANESE PRODUCTS 88
5.2 CONSUMER BEHAVIOR AND PREFERENCE FOR CHINESE OR TAIWANESE FOOD PRODUCTS 94
5.3 CONSUMER BEHAVIOR AND PREFERENCE FOR CHINESE OR TAIWANESE HANDICRAFT 114
5.4 PURCHASE INTENTION OF CONSUMER 129
5.5 EVALUATION OF DEGREE OF IMPORTANCE FOR TAIWANESE LOCAL PRODUCTS 131
CONCLUSION AND DISCUSSIONS 133
6.1 CONCLUSION 133
6.2 DISCUSSIONS 135
6.3 SWOT ANALYSIS FOR OTOP PRODUCTS TO ENTER INTO FRENCH MARKET 137
6.4 RESEARCH LIMITATIONS AND SUGGESTIONS 139
REFERENCE 141
APPENDIX I – QUESTIONNAIRE IN CHINESE 144
APPENDIX II – QUESTIONNAIRE IN FRENCH 146

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