台灣消費性IT產品進入俄羅斯市場的策略 – 以華碩公司為例

Abstract

Many companies from around the world enter the global market. The firms have to specialize in order to sustain their competitiveness. Many Taiwanese companies are export-oriented. The major export markets are Japan, the US and Europe for those Taiwan companies. But these markets are mature and the growth rate is low unlike Russian market. That is why many Taiwan companies entered or plan to enter Russian market. \r\nDue to the fact that Russia is a potentially big market and geographically far from Taiwan-ROC, and a fast developing economy, establishing business in Russia is certainly interesting. According to the Bureau of Foreign Trade, Ministry of Economic Affairs Taiwan- ROC, mutual trade in 2009 posted US$2,9 billion, Bureau of Foreign Trade (2010).\r\n\r\nWhile many companies show great interest in entering the Russian market, there still seems to be some kind of hesitation due to the special nature of the Russian market. In this thesis I will focus on an emerging Russian market and its appeal to foreign companies, namely Taiwanese company such as Asus which made its path into Russian market. Target is to describe Asus initial entry strategies. \r\nProblem Statement\r\nThere are many external factors affecting entry strategies picked up by firms around the world. Legal, political, cultural and institutional factors are just some of the many factors that should be dealt with when operating business on a foreign turf. \r\nMany people want to know more on Russian market business experiences, it is hard to find any particular works/papers which can describe a current situation and lead them to commercial success. Russian Federation is a very complex region with its own traditions and business culture. \r\nWhat particular Foreign Operation Methods should a company choose? Indeed choosing right FOM represents a critical component of international business activity. Once described as a ”frontier issue” in international business, researchers as well as practitioners now regard it as fundamental to any discussions about international business strategies and the performance by companies in the international arena.\r\n\r\nPurpose \r\nDespite the fact that in Russian Federation the cost of opening a business is higher than in most other countries and many other destabilizing factors, Asus has found its path to success. \r\nHow was it possible? What are the lessons one can learn from that experience? The purpose of the thesis is to find out the success factors of Asus as well as study its entry strategy. The research purposes of this paper are as follows: \r\n1. To review the related literature of Entry Strategies \r\n2. To study Russian market \r\n3. To analyze Asus initial entry strategies and analyze its Russian business

Chapter 1. Introduction 3\r\n1.1 Background 3\r\n1.2 Problem Statement 4\r\n1.3 Purpose 4 \r\n1.4 Method 5\r\nChapter 2. Literature Review 7\r\nChapter 3. Russian Market 14\r\n2.1 General environment 14\r\n2.2 Russian notebook market 18\r\n2.3 Distribution channels 22\r\n2.4 Regulation, electricity, consumer protection, standards 27\r\nChapter 4. Case study 29\r\nChapter 5. Conclusion 46\r\nBibliography 51