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題名 哈雷機車進入台灣市場策略
Market Entry Strategies for Harley-Davidson Motorcycles in Taiwan
作者 王招敏
貢獻者 冷則剛
王招敏
關鍵詞 哈雷機車
日期 2007
上傳時間 17-Sep-2009 18:56:01 (UTC+8)
摘要 Due to the second oil crisis in 1979, Taiwan adopted the Energy Conservation Policy. Hence, motorcycles with engines larger than 150cc were not allowed and there was a restriction on heavyweight motorcycles on expressways in Taiwan. Pressure from international trade partners, such as US and Japan forced Taiwan to re-open its market for heavyweight motorcycles. The importation of motorcycles with engines larger than 150cc was liberalized in July 2002 as part of Taiwan’s WTO commitments. Currently, there are BMW, Bimota, Ducati, Kawasaki, KTM, Suzuki, and Triumph dealers present in Taiwan but not a single H-D dealership in Taiwan exits.

Through in-depth interviews, survey and SWOT analysis, this thesis paper examines how Harley-Davidson operates oversea, analyzes the current position of the heavyweight motorcycle market in Taiwan, understands existing barriers and challenges, determines which market entry strategies should be adopted, and briefly describes strategies that overcome these challenges in order to develop a successful business in Taiwan. The conclusions are that Taiwan customers crave for Americano heavyweight bikes and Harley-Davidson Inc is also interested in Taiwan market. Therefore, there should be Harley-Davidson dealerships in Taiwan in the near future and it will be profitable if its brand is attentively and diligently managed.
參考文獻 ACNielsen, February 2006, Consumer Insight Into Fuel Price http://ch.de.acnielsen.com/pubs/documents/Global_FuelPricesFeb06.pdf
Alan J. Dubinsky and Steven J. Skinner, 2004, High Performance Recruiting & Retaining Top Employees. Page 49
BMW Taiwan Website http://www.bmw.com.tw/motorrad
Bureau of Energy, Fuel Economy Standards, http://www.moeaboe.gov.tw/English/laws_04.asp
Business Week “Best Global Brands” 2006 http://images.businessweek.com/ss/06/07/top_brands/source/45.htm
Central Bank, NTD Exchanged Rate, http://www.cbc.gov.tw/economic/statistics/fx/fx-y.xls\
Cycle World, May 2007, Diesel Power: Page 36~37
David A. Aaker, (2001). Strategic Market Management, Sixth Edition, page 164~170
Directorate General of Highways, MOTC, Motorcycle License Plate Tax, http://www.thb.gov.tw/hw/look2-2.html#a8
EPA, Air Pollution Emissions Standards, http://law.epa.gov.tw/en/laws/761300020.html
EPA, Vehicle noise regulation, http://w3.epa.gov.tw/epalaw/docfile/050130.doc
Fred R. David, (1986) Fundamentals of Strategic Management, page 205~210
Gasoline Prices History, Taiwan Energy Statistical Hand Book 2006
Harley-Davidson Form 10-K, 2006
Harley-Davidson 2006 summary Annual report
Harley-Davidson Website http://www.harley-davidson.com
Harley-Davison World (February 2007), The News Source of Employees Worldwide
Harley-Davison Enthusiast, Winter 2007, Size Matter Page 20~22
Kenneth C. Laudon, Jane P. Laudon (2004), Managing The Digital Firm Eighth Edition, page 61~63
Long Range Planning, Vol. 15, No 2, Page 55, 1982
Matt Haig, 2004, Brand Royalty How the world’s top 100 brands thrive & Survive, Page 192~193
Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson,(2004) Strategic Management: Competitiveness and Globalization, page 216-250
Motor Vehicle Inspection and testing, http://www.artc.org.tw/chinese/upload/statute/整車附件二中(第9項至第18項).pdf, page 72
S. Tamer Gavusgil, Pervez N. Ghauri and Milind R. Agarwal, (2002) Doing Business in Emerging Markets, Page 89~103
Standford Technology ventures program, The Global Motorcycle Industry – 2003, www.stanford.edu/class/msande271/stanfordcases/MotorcycleIndustry.pdf, Page 1-26
Suzuki Safety Recall Campaign 2006 “SV fuel tank replacement” http://www.suzukicycles.com/Recalls/pdf/TL_SV_DL_num_34_Fuel_Tank_Recall.pdf
Tailing Website http://www.suzukimotor.com.tw/
Wharton University of Pennsylvania, (2006) Special Report: The Return of Japan, Inc? Page 6~11, http://knowledge.wharton.upenn.edu/papers/download/Japan_SpecialReport.pdf
Wikipedia “Global Warming” 2007 http://en.wikipedia.org/wiki/Global_warming
Wikipedia “Human Height” 2007 http://en.wikipedia.org/wiki/Average_height
Wikipedia “Toyota Prius” 2007 http://en.wikipedia.org/wiki/Toyota_Prius
Vehicle safety type approval management regulation http://www.artc.org.tw/chinese/upload/statute/車輛型式安全審驗管理辦法(9606English).pdf, page 3
摩托車雜誌2007 Bike Catalogue
伍國榮, 民國95年, 碩士論文Examining the Heavyweight Motorcycle Rider’s Product Perceived Quality and Satisfaction in a Kano’ Model.
林淑眞, 台灣機車史, 民國87年, 頁13
張伊君,陳妍伶,陳盈瑾,陳秀蘭,劉于菁,國內大型重型機車之市場現況與未來發展方向,民國92年頁125~142中臺醫護技術學院論文選集
陳武正,賴以軒,王思儀, 大型重型機車相關課題與對策民國94年7月,頁62~75都市交通季刊第二十卷第二期
廖俊雄,李曉娟,葉羿稚, 國內進口大型重型機車衍生問題之研究, 民國94年12月,頁37~62 交通學報第五卷第二期
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
92933019
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0929330191
資料類型 thesis
dc.contributor.advisor 冷則剛zh_TW
dc.contributor.author (Authors) 王招敏zh_TW
dc.creator (作者) 王招敏zh_TW
dc.date (日期) 2007en_US
dc.date.accessioned 17-Sep-2009 18:56:01 (UTC+8)-
dc.date.available 17-Sep-2009 18:56:01 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 18:56:01 (UTC+8)-
dc.identifier (Other Identifiers) G0929330191en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33965-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 92933019zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) Due to the second oil crisis in 1979, Taiwan adopted the Energy Conservation Policy. Hence, motorcycles with engines larger than 150cc were not allowed and there was a restriction on heavyweight motorcycles on expressways in Taiwan. Pressure from international trade partners, such as US and Japan forced Taiwan to re-open its market for heavyweight motorcycles. The importation of motorcycles with engines larger than 150cc was liberalized in July 2002 as part of Taiwan’s WTO commitments. Currently, there are BMW, Bimota, Ducati, Kawasaki, KTM, Suzuki, and Triumph dealers present in Taiwan but not a single H-D dealership in Taiwan exits.

Through in-depth interviews, survey and SWOT analysis, this thesis paper examines how Harley-Davidson operates oversea, analyzes the current position of the heavyweight motorcycle market in Taiwan, understands existing barriers and challenges, determines which market entry strategies should be adopted, and briefly describes strategies that overcome these challenges in order to develop a successful business in Taiwan. The conclusions are that Taiwan customers crave for Americano heavyweight bikes and Harley-Davidson Inc is also interested in Taiwan market. Therefore, there should be Harley-Davidson dealerships in Taiwan in the near future and it will be profitable if its brand is attentively and diligently managed.		en_US
dc.description.tableofcontents LIST OF FIGURES V
LIST OF TABLES V
CHAPTER 1 INTRODUCTION 1
1.1 Research Motive 1
1.2 Research Objective 2
1.3 Literature Review 2
1.4 Research Method & Framework 8
CHAPTER 2 HEAVYWEIGHT MOTORCYCLE BRIEFING 10
2.1 Introduction of Heavyweight Motorcycle Industry 10
2.2 Harley-Davidson 11
2.2.1 History & Basic Data 11
2.2.2 Harley-Davidson International 14
2.2.3 Harley-Davidson Japan 15
2.3 Heavyweight Motorcycle in Taiwan 17
2.3.1 History and Background 17
2.3.2 Unique Characteristics of Heavyweight Motorcycle market in Taiwan 19
CHAPTER 3 SWOT ANALYSIS 23
3.1 Strengths 23
3.2 Weaknesses 29
3.3 Opportunities: 32
3.4 Threats 36
CHAPTER 4 CASE STUDY 43
4.1 BMW 43
4.2 Suzuki 46
4.3 Conclusion 48
CHAPTER 5 RESEARCH FINDING AND FUTURE RESEARCH 50
5.1 Research Finding 50
5.2 Strategies and Considerations for Selling Harley-Davidson Motors in Taiwan 52
5.2.1 Be Realistic About Market Size 52
5.2.2 Geographic Coverage (Store Location) 53
5.2.3 Identify Potential Customers 53
5.2.4 Attract Potential Customers 54
5.2.5 Build Strong Brand Equity 55
5.2.6 Be Passionate About the Product & Ride with Your Customers 58
5.3 Limitation and Future Research 58
REFERENCES 60
APPENDIX 63
A. Heavyweight Bike Survey Results (at Yuan Shan Club) 63
B. Existing Taiwan Heavyweight Bike Rider Survey Result 63
C. Motorcycle Driver License 63
D. Import Duty 64
E. Testing Inspections Fees 64





List of Figures
FIGURE 1.1 TOWS MATRIX 5
FIGURE 1.2 PORTER FIVE FORCES 6
FIGURE 3-2 NTD EXCHANGED RATE AGAINST USD, YEN, GBP, AND EUR 33
FIGURE 3-1 2005 TOP 5 COUNTRY OF ORIGIN FOR IMPORTED BIKES IN TAIWAN 35
FIGURE 5-1 BRAND EQUITY 55

List of Tables
TABLE 2-1 HARLEY-DAVIDSON ANNUAL MOTORCYCLE SHIPMENTS (2002~2006) 13
TABLE 2-2 ANNUAL H-D MOTORCYCLE REGISTRATION STATISTICS (2005-2006) IN THOUSANDS 13
TABLE 2-3 2006 HARLEY-DAVIDSON INTERNATIONAL DEALERSHIP LOCATION 14
TABLE 2-4 HEAVYWEIGHT MOTORCYCLES’ GEOGRAPHIC LOCATION IN TAIWAN: 18
TABLE 2-5 NUMBER OF HEAVYWEIGHT MOTORCYCLE DRIVER LICENSES ISSUED IN TAIWAN 19
TABLE 3-1 SWOT ANALYSIS SUMMARY 23
TABLE 3-2 HEAVYWEIGHT MOTORCYCLES’ SEAT HEIGHT COMPARISON CHART 27
TABLE 3-3 AIR COOLED ENGINE VS. WATER COOLED ENGINE CHART 30
TABLE 3-4 HEAVYWEIGHT MOTORCYCLES’ WHEELBASE COMPARISON CHART 31
TABLE 3-5 MSRP OF HEAVYWEIGHT MOTORCYCLE COMPETITORS IN TAIWAN 32
TABLE 3-6 NUMBERS OF REGISTERED HEAVYWEIGHT BIKES IN TAIWAN 33
TABLE 3-7 MOTORCYCLE LICENSE PLATE TAX（PER YEAR） 34
TABLE 3-8 GASOLINE PRICES HISTORY 36
TABLE 3-9 PHASE 3 & 4 AIR POLLUTION EMISSIONS STANDARDS 38
TABLE 3-10 PHASE 5 AIR POLLUTION EMISSIONS STANDARDS FOR MOTORCYCLES 38
TABLE 3-11 PHASE 3 & 4 NOISE STANDARDS FOR MOTORCYCLES 39
TABLE 3-12 FUEL ECONOMY STANDARDS 39
TABLE 4-1 BMW BIKES AND PRICE IN TAIWAN 45
TABLE 4-2 SUZUKI BIKES AND PRICE IN TAIWAN 47
TABLE 4-3 COMPETITOR STRENGTH GRID FOR TAIWAN HEAVYWEIGHT MOTORCYCLE MARKET 49		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0929330191en_US
dc.subject (關鍵詞) 哈雷機車zh_TW
dc.title (題名) 哈雷機車進入台灣市場策略zh_TW
dc.title (題名) Market Entry Strategies for Harley-Davidson Motorcycles in Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) ACNielsen, February 2006, Consumer Insight Into Fuel Price http://ch.de.acnielsen.com/pubs/documents/Global_FuelPricesFeb06.pdfzh_TW
dc.relation.reference (參考文獻) Alan J. Dubinsky and Steven J. Skinner, 2004, High Performance Recruiting & Retaining Top Employees. Page 49zh_TW
dc.relation.reference (參考文獻) BMW Taiwan Website http://www.bmw.com.tw/motorradzh_TW
dc.relation.reference (參考文獻) Bureau of Energy, Fuel Economy Standards, http://www.moeaboe.gov.tw/English/laws_04.aspzh_TW
dc.relation.reference (參考文獻) Business Week “Best Global Brands” 2006 http://images.businessweek.com/ss/06/07/top_brands/source/45.htmzh_TW
dc.relation.reference (參考文獻) Central Bank, NTD Exchanged Rate, http://www.cbc.gov.tw/economic/statistics/fx/fx-y.xls\zh_TW
dc.relation.reference (參考文獻) Cycle World, May 2007, Diesel Power: Page 36~37zh_TW
dc.relation.reference (參考文獻) David A. Aaker, (2001). Strategic Market Management, Sixth Edition, page 164~170zh_TW
dc.relation.reference (參考文獻) Directorate General of Highways, MOTC, Motorcycle License Plate Tax, http://www.thb.gov.tw/hw/look2-2.html#a8zh_TW
dc.relation.reference (參考文獻) EPA, Air Pollution Emissions Standards, http://law.epa.gov.tw/en/laws/761300020.htmlzh_TW
dc.relation.reference (參考文獻) EPA, Vehicle noise regulation, http://w3.epa.gov.tw/epalaw/docfile/050130.doczh_TW
dc.relation.reference (參考文獻) Fred R. David, (1986) Fundamentals of Strategic Management, page 205~210zh_TW
dc.relation.reference (參考文獻) Gasoline Prices History, Taiwan Energy Statistical Hand Book 2006zh_TW
dc.relation.reference (參考文獻) Harley-Davidson Form 10-K, 2006zh_TW
dc.relation.reference (參考文獻) Harley-Davidson 2006 summary Annual reportzh_TW
dc.relation.reference (參考文獻) Harley-Davidson Website http://www.harley-davidson.comzh_TW
dc.relation.reference (參考文獻) Harley-Davison World (February 2007), The News Source of Employees Worldwidezh_TW
dc.relation.reference (參考文獻) Harley-Davison Enthusiast, Winter 2007, Size Matter Page 20~22zh_TW
dc.relation.reference (參考文獻) Kenneth C. Laudon, Jane P. Laudon (2004), Managing The Digital Firm Eighth Edition, page 61~63zh_TW
dc.relation.reference (參考文獻) Long Range Planning, Vol. 15, No 2, Page 55, 1982zh_TW
dc.relation.reference (參考文獻) Matt Haig, 2004, Brand Royalty How the world’s top 100 brands thrive & Survive, Page 192~193zh_TW
dc.relation.reference (參考文獻) Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson,(2004) Strategic Management: Competitiveness and Globalization, page 216-250zh_TW
dc.relation.reference (參考文獻) Motor Vehicle Inspection and testing, http://www.artc.org.tw/chinese/upload/statute/整車附件二中(第9項至第18項).pdf, page 72zh_TW
dc.relation.reference (參考文獻) S. Tamer Gavusgil, Pervez N. Ghauri and Milind R. Agarwal, (2002) Doing Business in Emerging Markets, Page 89~103zh_TW
dc.relation.reference (參考文獻) Standford Technology ventures program, The Global Motorcycle Industry – 2003, www.stanford.edu/class/msande271/stanfordcases/MotorcycleIndustry.pdf, Page 1-26zh_TW
dc.relation.reference (參考文獻) Suzuki Safety Recall Campaign 2006 “SV fuel tank replacement” http://www.suzukicycles.com/Recalls/pdf/TL_SV_DL_num_34_Fuel_Tank_Recall.pdfzh_TW
dc.relation.reference (參考文獻) Tailing Website http://www.suzukimotor.com.tw/zh_TW
dc.relation.reference (參考文獻) Wharton University of Pennsylvania, (2006) Special Report: The Return of Japan, Inc? Page 6~11, http://knowledge.wharton.upenn.edu/papers/download/Japan_SpecialReport.pdfzh_TW
dc.relation.reference (參考文獻) Wikipedia “Global Warming” 2007 http://en.wikipedia.org/wiki/Global_warmingzh_TW
dc.relation.reference (參考文獻) Wikipedia “Human Height” 2007 http://en.wikipedia.org/wiki/Average_heightzh_TW
dc.relation.reference (參考文獻) Wikipedia “Toyota Prius” 2007 http://en.wikipedia.org/wiki/Toyota_Priuszh_TW
dc.relation.reference (參考文獻) Vehicle safety type approval management regulation http://www.artc.org.tw/chinese/upload/statute/車輛型式安全審驗管理辦法(9606English).pdf, page 3zh_TW
dc.relation.reference (參考文獻) 摩托車雜誌2007 Bike Cataloguezh_TW
dc.relation.reference (參考文獻) 伍國榮, 民國95年, 碩士論文Examining the Heavyweight Motorcycle Rider’s Product Perceived Quality and Satisfaction in a Kano’ Model.zh_TW
dc.relation.reference (參考文獻) 林淑眞, 台灣機車史, 民國87年, 頁13zh_TW
dc.relation.reference (參考文獻) 張伊君,陳妍伶,陳盈瑾,陳秀蘭,劉于菁,國內大型重型機車之市場現況與未來發展方向,民國92年頁125~142中臺醫護技術學院論文選集zh_TW
dc.relation.reference (參考文獻) 陳武正,賴以軒,王思儀, 大型重型機車相關課題與對策民國94年7月,頁62~75都市交通季刊第二十卷第二期zh_TW
dc.relation.reference (參考文獻) 廖俊雄,李曉娟,葉羿稚, 國內進口大型重型機車衍生問題之研究, 民國94年12月,頁37~62 交通學報第五卷第二期zh_TW