Research on the Entry Stategies of Taiwan Digital Publishing Industry Landing in China
Date Issued
2011
Date
2011
Author(s)
Li, Wei-Shou
Abstract
It is the research to discuss the most appropriate strategy for the marketers from Taiwan Digital Publishing Industry to enter the Mainland China market. Textual Analysis, Porter Five Forces Analysis and SWOT Analysis are the main tools and be applied for responding below issues raised in this research:
1. Why Mainland China market is attractive to Taiwan Digital Publisher and what are the obstacles for them to enter?
2. What are the competencies and limitations for Taiwan Digital Publishers?
3. What strategies are recommended for Taiwan Digital Publishers to apply?
According to Question 1, as the market size of Mainland China is considered huge and Digital Publishing is totally a brand new industry, therefore, Taiwan Digital Publishers are attracted to enter this potential market. However, policies and controls by China Government are one of the obstacles and some Local Digital Publishers who had overseas and Hong Kong background promoted forward integration strategy also became one of the obstacles. Apart from this, piracies and illegal copies are also one of the major obstacles and it caused reluctance for Taiwan Digital Publishers to enter the Mainland China market.
For Question 2, the competencies of the Taiwan Digital Publishers are specialized in editing and better industry background than Local Publishers in Mainland China. However, there are still some limitations for the Taiwan Digital Publisher such as lacking of knowledge in digital technology, skills, queries in e-book copyright, high cost, difficult to be granted the right to publish and inflexible to make further investment and run the operations smoothly for small and medium business.
For Question 3, the geographic obstacles can be overcome if there is a specific marketing strategy for promoting the digital publishing items. The most appropriate and flexible strategy for Taiwan Digital Publisher to go into the Mainland China market is to set up the Strategy Alliance.
At last, more suggestions are recommended to the digital publishers, Taiwan government and further researches. The marketers are recommended to think twice and well-planned about the strategies as well as their competencies and obstacles beforehand. Since, China government dominants the market, hence, The Taiwan government is suggested to provide legal aid for the marketers who plan to enter the Mainland China market instead. Finally, other researchers are also welcomed to provide their own point of views and share their experiences in order to enrich the contents and findings in this research.
Subjects
Mainland China market
digital publishing
digital publishing industry
market entry strategies
Porter five forces analysis
SWOT analysis
Type
thesis
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