How can Taiwan-funded enterprises effectively develop the domestic market - "I am marketing, I am wonderful"...

Liu Yonghong, a native of Taoyuan County, Taiwan, graduated from the University of St. Andrews in the United Kingdom with a Master of Marketing and is currently the Deputy General Manager of Marketing at Taiwan Qianli Enterprise Co., Ltd. In 2005, he planned and organized the marketing of “Flower-opening Qianli”, and achieved double harvest of brand promotion and terminal construction. The sales terminal quickly broke through to 1,000; in 2006, the product planning was introduced within the enterprise, and the professional design team was introduced externally. The market sales boom of glass-light products and the extension of the entire product line to the entire home lighting system. Taiwanese companies have been engaged in lighting manufacturing for a few years before the mainland enterprises. Taiwan's lighting companies are subject to the local market size is too small, most of which were exported to Europe, the United States, and Southeast Asia. Because Taiwan's labor and raw material costs were relatively low at that time, Taiwan's lighting companies quickly opened up the international market, opened the golden age of Taiwan's lighting industry, and created a number of large and medium-sized lighting companies. With the overall development of Taiwan's economy, the wages of local workers have been increasing, and the cost of raw materials has also increased substantially. The original cost competitiveness of Taiwanese companies has disappeared. Therefore, many Taiwanese companies have chosen to develop in the mainland. In the early 1990s, most Taiwan-funded enterprises only used the mainland as a manufacturing base and did not pay attention to the consumption potential of the mainland. Therefore, they missed the opportunity of development in the Mainland and gave domestic enterprises quite good development opportunities. Until the end of the 1990s, when some Taiwan-funded enterprises realized the importance of the mainland market and began to make large-scale investments, they realized that it was too late, and domestic enterprises had used product development in just a few years. Market development has seized the opportunity. Factors affecting the development of Taiwan-funded enterprises in the mainland In fact, many Taiwan-funded enterprises have long felt the amazing consumption power and broad market potential of mainland China, but they have been slow to let go because of the following factors: Unfamiliarity in the marketing field: Generally speaking, many Taiwan-funded enterprises are mainly based on processing or manufacturing in the mainland, and they are generally afraid of marketing. I don't know about the mainland market: the mainland is full of things, it is not an exaggeration to say that a province can be worth a European. Every local consumption habit and culture are different, so Taiwan-funded enterprises are not enough. Market input: Taiwan-funded enterprises are mostly manufacturing companies. Everyone talks about how to save costs. Therefore, it is considered a fearful way for market development that requires large investment. Although these factors have affected the confidence of Taiwan-funded enterprises in developing the domestic market, Taiwan-funded enterprises also have some advantages that can be effectively utilized, such as excellent manufacturing management capabilities, sound product development capabilities, and strong production scale. The question is how to effectively combine these advantages to develop the domestic market is the key. The following are some of my personal views. Taiwan-funded enterprises should change from manufacturing to marketing


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