| Abstract: | 台灣過去的健身器材製造商，大多以OEM、ODM為主要業務型態，如此有助於我國廠商學習與累積產品製造與設計能力、提升營運能力、獲取相關的行銷知識，但卻也面對國際大廠隨時抽單、利潤壓縮、惡性價格競爭等等問題。永遠都是國際客戶在挑選製造商，我國廠商總是處於被動的狀態。台灣先前所擁有的製程技術，已慢慢被大陸模仿，甚至製造出比台灣有競爭力的產品，因此除了持續擴大生產規模、產品多角化、致力於研發創新、或進行全球佈局以降低成本與風險外，台灣的健身器材廠商也希望能朝高附加價值鏈下游方向發展。 本研究從組織學習的角度出發，探討台灣健身器材廠商取得國際行銷知識，並將所取得之知識予以儲存、吸收、與應用，來建立並提升廠商的國際行銷能力，從廠商所建立的競爭優勢進而獲取卓越的獲利能力。 研究結果發現，國際行銷知識的管理活動，包括國際行銷知識的取得、處理、儲存、應用，有助企業形成在國外市場的市場區隔、選擇、產品、通路、推廣、訂價等國際行銷能力。 小廠在競爭強度極度激烈且大廠壟斷的市場裡，缺乏降低成本的能力，又面臨利潤壓縮的窘境，組織學習過程進度的落後，要投注更多的金錢與資源強化行銷能力，情況或許不甚樂觀，貿然投入恐會有經營風險。
The manufacturing companies of physical fitness equipment in Taiwan usually focused on OEM and ODM types of business models in the past. That helps these companies not only learning and accumulating the abilities to manufacture and design products, but also upgrading the operation and marketing relative abilities and knowledge. On the contrary, they have to face the potential threat of the order switched by OEM buyers and diminished profits, even drastic price competition. While big names have the grater power of choosing partners, the manufacturing firms in Taiwan are always in the passive position. More than that, the manufacturing competitive advantage owned by Taiwan is transferring to China now. Thus, besides ongoing expanding scope of productivity, product diversification, innovation in R&D or global positioning to lower cost and risk, physical fitness equipment companies in Taiwan should reach to the high value added lower end of the value chain. This study tries to discover how these Taiwanese physical fitness equipment manufacturing firms acquiring international marketing know in the basis of organizational learning. By the procedure of acquisition, processing, storage and usage, firms can enhance their international marketing capabilities and turn out to be greater profit obtained through these competitive advantage they established. The findings show that the management of international marketing includes the procedure of acquisition, processing, storage and usage, and then further helps these firms in their 4Ps (Product, price, place, and promotion) in overseas markets. The physical fitness equipment manufacturing companies of Taiwan that without the capabilities to lower cost, facing diminished profits situation and the organizational learning progress is seriously lagging behind to the big ones are not recommended to over invest in enhancing marketing capabilities in this oligopoly market. |
