台湾企業集団(財閥)のグローバル・マーケティング

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　Because of its rapid economic growth in the past three decades, Taiwan ,at present, seems close to being one of several mature industrial economies which are referred to collectively as the Asian Newly Industrializing Economies (A-NIES). However, as a result of its good economic performance, Taiwan has come to encounter some difficulties in making further economic progress. For example, the recent curtailment of the U.S. market for Taiwanese exports of consumer goods has been accompanied by an increasing trade deficit with Japan, caused by its dependence on imports of Japanese capital goods.　Since 1987, increases in domestic demand have accounted for a greater proportion of Taiwan's overall growth rate than has growth in exports. In these circumstances, it is necessary for Taiwanese enterprises to develop either more competitively priced products, or higher quality products whose differentiation is capable of responding to increasingly diverse customer needs. Furthermore, they must reorganize their marketing activities to successfully deal with the furious competition which characterizes today's global marketplace.　At present, there are approximately 100 business groups in Taiwan, which account for one-third of its GNP, and play an important role in the internationalization of its economy through increasing foreign direct investment and the global shifting of production bases.　For example, the Tatung business group (which is the biggest in the electronics industry) is eager to expand its foreign markets, especially those in the developed world, such as Japan and the United States. It aims to do so by shifting its main product base away from household appliances to personal computers and their peripheral materials, which are the most powerful exports in the Taiwanese manufacturing industry. They also seek to shift their bases of production to low-cost Southeast Asian countries, or China, in order to maintain their comparative advantage in international markets.　The Far-Eastern Texitile Business group, which was once famous for being the leading producer in the Taiwanese textile industry, is now making efforts to strengthen the interrelationship among the individual companies in the group.　The Far-Eastern Textile Co., for example, has fostered a closer connection with the Far-Eastern Department Stores, in order to develop its domestic market. Moreover, it has recently sought to strengthen its financial foundation by establishing the Far-Eastern International Bank. This overall reorganization along the lines of a conglomerate is one of the key strategies of the group.　There are two vital issues facing Taiwanese business groups. The first is their strategy for competing with products from mainland China, where many Taiwanese enterprises have expanded, and, as a result, have transfered their management resources and production technology. They need to develop value-added manufacturing processes in order to maintain their competitiveness in international markets. The second issue is how to ameliorate the trade deficit with Japan. It is necessary for Taiwanese business groups to improve their market research in Japan, and to increase their expenditure on R&D, in order to free themselves from their dependence on Japanese capital goods and high-technology components.

著者

奥田孝晴
文教大学国際学部

台湾企業集団(財閥)のグローバル・マーケティング

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