Export strategies for inventions of Taiwan small and medium-sized enterprises
Date Issued
2005
Date
2005
Author(s)
Lo, Teh-Liang
DOI
zh-TW
Abstract
Since the communistic society broke down and the global economic environment has gone through a succession of change, the small and medium-sized enterprises in Taiwan must find a way to survive in the changing environment. Research and development on innovative product
is one of the solutions. However, how to smoothly sell new product is another issue. To this end, this research at first proposes the differentiation method on the level of product innovativeness, including technological, functional, and market innovation. Secondly,the research probes into the factors influencing the export of innovative products. Finally, under different market orientations, the research sums up the appropriate marketing strategies, including the export channel model, the product promotion, and the pricing strategy.
Under the cross reference between the previous documents and the interview cases, this research adopts three scopes, “technological innovation”, “functional innovation”, and “market innovation”, as the evaluation on consumers’ cognition level of the innovative products.
Regarding the market position of innovative products, the products with higher level in the technological and functional innovation tend to be positioned with high technology or new functions. Industrial design, branding, and low pricing would be helpful to the positioning of innovative products. For the marketing on the innovation users and early adopters, the opinions in interview cases are greatly different from the previous references which assert active positioning to promote new products. The interviewed enterprises still regard the target market as a whole and focus its efforts therein; they didn’t follow the suggestions from the references, to separate innovation
users and early adopters and plan the positioning strategies for different users.
As to the export model of innovative products, the export channel model would extend and change through the growing-up and accumulating experiences in enterprises and also present positive correlation with the product innovativeness level and the self-owned brand setting. From the aspects of products, enterprises used to demand higher control on the export of highly innovative products,
especially preference on the monopolized shops with high-class positioning and high pricing, and at the same time would not adopt the indirect model for the export.
For search on export customers and promotion of new products, current customers are the primary target to promote innovative products. In the research and development of products , the enterprises would start communication to obtain the market response and customer's orders. Exhibition is the most important activity in the promotion of innovative products in order to evaluate the market response and gain customers’ orders. That’s why setting up one marketing company in the target market is necessary in the export strategy.
The pricing strategies in the export of innovative products are mainly demand-oriented and competition-oriented; the demand orientation means the price advantage in innovative products; the competition orientation means the succeeding competitive pressure in the industry environment. Overall, the product with higher market innovation would have better pricing advantage; in average,
the pricing for innovative products is 10 to 30 percent higher than that of current products.
To sum up the recommendation in the aspects of practices, the research proposes that the product innovativeness should base on the consumers’ viewpoints to evaluate products and the enterprises should aggressively improve the market innovation. Besides, the correct product positioning, such as the industrial design, branding, and exceeding value, would increase the product image and value. For higher level in the product innovativeness, the enterprises need stronger control on the marketing channel and would better establish independent market companies in the exported market to directly obtain the first hand information from the target market and increase the decision-making power in the marketing channel. More direct marketing channel would be more helpful to the sale of innovative products. Furthermore, exhibition is one important method to promote innovative products to catch the market response and customers’ orders. In addition, the enterprises could adopt demand-oriented or market-oriented pricing strategy for innovative products that are with new and special characteristics. Finally, the intellectual property right is the necessary protection to innovative products and also the basic requirement in the industry competition.
Subjects
新產品
創新程度
外銷策略
出口模式
innovativeness level
innovativeness degree
innovation level
innovbation degree
export strategy
SDGs
Type
thesis
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