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A smart home system adopts wireless control system and micro processing electronics technology to centrally manage and automatically control household appliances and systems. For instance, the system framework of lights, curtains, household appliances, air-conditioning, TV, audio-visual stereos, etc. is made up of a frontend control interface and a backend control host. The user gives a control command through the frontend interface and uses the backend control host to drive various devices. (Source: Science & Technology Policy Research and Information Center)
Owing to the flourishing development of IoT along with the pursuing of energy efficiency and carbon reduction to attain environmental sustainability, people nowadays pay much more attention to smart curtains. With IoT technology, smart curtains are completely rope-less and can adopt multiple control methods: automatic, semi-automatic, and manual. Curtains are no longer intended just for shading and heat insulation, but also have lighting effects. This will in turn reduce lighting and air-conditioning use, thereby fully achieving green energy, energy conservation, and carbon reduction effects. However, major foreign branded curtain manufacturers such as Hunter Douglas, Lutron and Somfy, mostly use closed curtain systems incompatible with one another. Taking a broad view of the domestic companies, none focus on a complete lineup of motorized and smart curtain products.
The research case “B” Company was founded in 1989. The company is headquartered in Gangshan District, Kaohsiung City. Starting off as a control system manufacturer, the company subsequently developed motorized curtains, smart curtains, and smart home system products. It is currently the leading domestic smart curtain brand and has its own private label “Bintronic” sold worldwide. For 30 years since inception, the case company has been innovative, as taken on challenges in four stages, and has developed its core value in each stage. Beginning 2013, it has systematically engaged in brand positioning and development strategies to expand the global sales market. Through brand development, company upgrade and transformation have come about, which are the important keys for entering the high-end lighting market.
In this study, through SWOT analysis, 4Ps of marketing, international marketing strategies, the development of a brand equity pyramid, and other theories, the case company’s course of motorized and smart curtain industrial development for many years and focus on brand development and entry into the international market were analyzed, thereby endeavoring to let MIT brands shine in the international arena in the future.
Through the analysis, we draw three conclusions：
1. Under the trend of vigorous development of the Internet of Things, it is necessary to make good use of its own advantages and form alliances with different industries to build a smart ecological chain and create value together.
2. The brand equity goal is clear, creating brand resonance through brand strategy and positioning, and through service.
3. The development of international marketing channels adopts a multi-pronged strategy to diversify risks and increase competitive advantages.
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