An empirical research on the marketing strategy of Taiwanese and Japanese SME manufacturers

2016 Fiscal Year Final Research Report

• Project/Area Number: 26380588
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: University of the Ryukyus (2015-2016); University of Marketing and Distribution Sciences (2014)
• Principal Investigator: WANG Yi-Jen 琉球大学, 観光産業科学部, 教授 (20290538)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 中小製造企業 / マーケティング / 日台比較 / 国際比較分析 / 実証研究

Outline of Final Research Achievements

In order to realize how the SMEs’ marketing efforts influence their performance, we arranged a survey on the Taiwanese and Japanese SME manufacturers. The questionnaire composed by 5 categories, 36 items. The categories included “face sheet”, “macro market condition”, ”actions with the other companies (bargaining with upper stream company, new product/technology development, etc.)”, “innovative efforts for communication and efficiency improvement”, and “performance”.
From the results, we found the performance of SME manufactures influenced by the economic condition of the industry. SME manufacturers do efforts to improve their performance. However, those efforts are not strong enough to influence the economic condition. So, the best strategy to improve their performance is to build strategical business relationships with their business partner. By this business relationship, SME may improve both the economic condition and their performance.

Free Research Field

マーケティング