韓國奧齒泰有限公司在兩岸的品牌策略與績效

Abstract

被人們叫「世界的工廠」的中國大陸慢慢的失去以前的名聲，也慢慢得到全世界發展最迅猛的消費市場的稱號。開拓中國大陸內需市場已經成爲各個跨國企業的首要目標。尤其是對韓商和臺商，中國大陸的發展是不能忽略的絕好機會。其實，跨國企業的市場競爭是「品牌」競爭。由於發達國家和發展中國家，中國大陸企業和外資企業的技術隔差的減少帶來品牌和設計方面的激烈競爭。我們在身邊容易發現品質一樣的產品是否有貼一張小小的名牌，造成價格的差別完全不一樣。2000年以後在中國大陸市場的供過於求的情況下，品牌成爲消費者購物的首要條件。很多中國兩岸市場行銷專家認爲兩岸是信賴度比較低的市場。譬如說，「貨到付款」的買賣方式和食品，衛生，環境方面的安全問題仍然存在。在這樣的環境下，消費者自然而然的選擇擁有高信賴度的產品。品牌就意味著消費者對產品的信賴。所以，在中國和臺灣裏品牌的影響力是非常明顯。上述的背景下，本文透過文選探討，品牌策略分析，深度訪談的方法來瞭解 奧齒泰有限公司在兩岸提高其企業形象的策略。本文也引用品牌的基本理論和中國市場的環境因素，試圖提供奧齒泰公司未來在兩岸市場的品牌策略方向。奧齒泰有限公司已經在韓國品牌策略方面獲得相當好的成果。也在兩岸市場投資三四年的短短時間內使各個分公司的業績相當突出。通過本文，我們可以瞭解中國市場的特質以及外資企業的品牌策略。

China is now called as “One of the Fastest Developing Market in the world”, while gradually losing its reputation as “The World’s Factory.” Opening up the Chinese market is the most important goal for multinational companies right now. Korean and Taiwanese firms, in particular, may not afford to miss the golden opportunity for their economic development. Brand strategy is therefore the focal point for the multinational firms to penetrate the Chinese market, in light of the fact that technical gap between developed nations and their developing counterparts is getting smaller, and competition among Chinese local firms and multinational firms are getting fiercer. Nowadays, it is clear that same quality of the product does not necessarily mean the same price. Small brand sets the price totally different. Since 2000, Chinese market’s supply exceeds its demand. In this circumstance, brand recognition became the focal factor for customers to choose a product. Many experts judge that mutual trust is lower in the Chinese market compared to other nations when it comes to business. For example, “to pay cash on receipt of the goods” business custom and safety problems on food, environment and sanitary conditions still exist. Under these circumstances, customers naturally choose those products that enjoy reliable, trustworthy images. ‘Brand’ translates into customers’ ‘Trust’ for the product. So, the effectiveness of branding is quite obvious in China and Taiwan market. Having mentioned the background, this paper seeks to understand OSSTEM Implant company’s brand strategy in China and Taiwan market through literary review, in depth interview measures. Through this paper, we can deepen understandings about the characteristics of the Chinese market and multinational firm’s brand strategy.