台湾高新技术企业的国际品牌战略

IF 1.9 4区经济学 Q2 AGRICULTURAL ECONOMICS & POLICY

Agricultural Economics-Zemedelska Ekonomika Pub Date : 2018-02-11 DOI:10.17221/903-AGRICECON

J. Tsai, H. Hung

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引用次数: 1

摘要

本文以台湾两家高科技企业宏碁与趋势科技为研究对象，比较两家企业因经营型态与产品特性不同，所选择的国际品牌行销策略。通过对宏碁和趋势科技销售的硬件产品和商业软件的分析，揭示了他们的国际品牌发展和营销策略。研究结果可为不同企业在考虑国际化和品牌战略时提供决策依据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International brand strategy of Taiwanese hi-tech enterprises

This paper compares two Taiwanese high-tech enterprises, Acer and Trend Micro, which choose different inter - national brand marketing strategies due to the diverse managing types and product characteristics. The hardware products and business software sold by Acer and Trend Micro are discussed to reveal their international brand development and marketing strategy. The research findings can be provided for different enterprises for decision-making when they consider their internationalization and brand strategy.

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来源期刊

Agricultural Economics-Zemedelska Ekonomika Agricultural Economics & Policy-

CiteScore

4.30

自引率

4.50%

发文量

审稿时长

30 weeks

期刊介绍： An international peer-reviewed journal published under the auspices of the Czech Academy of Agricultural Sciences and financed by the Ministry of Agriculture of the Czech Republic. Published since 1954 (by 1999 under the title Zemědělská ekonomika).Thematic scope: original scientific papers dealing with agricultural subjects from the sphere of economics, management, informatics, ecology, social economy and sociology. Since 1993 the papers continually treat problems which were published in the journal Sociologie venkova a zemědělství until now. An extensive scope of subjects in fact covers the whole of agribusiness, that means economic relations of suppliers and producers of inputs for agriculture and food industry, problems from the aspects of social economy and rural sociology and finally the economics of the population nutrition. Papers are published in English.