本研究以個案研究的方式來探討自行車安全帽的行銷策略，將所蒐集到的相關文章、公司訊息、期刊以及文獻等次及資料，結合企業訪談了解目前自行車安全帽產業的經營展過程，再從產業結構分析、競爭策略進行探討，再為個案公司研擬出行銷策略，提出具體有效的做法與可行方案整理如下: 命題一 產品策略以國外品牌形象進入中國市場，價格定位於中高價位 命題二 訂價策略為進入中國市場之產品訂價策略應採取非價格競爭 命題三 通路策略應採用中國行銷代理商，運用中國當地人員進行銷售及管理性 工作 命題四 促銷策略應著重於人員銷售及公共報導，促銷活動應由當地人員來推行 命題五 銷售據點先從沿海城市進入中國市場，再將成功模式拓展至全國 Own brand- It is an essential fundamentals of a corporate. On the strength of superior producing process, a corporate pulls its marketing strategies forward to end-user that could sense market variation by customers’ feedback immediately. Instead of slight margin with OEM or ODM, holding own brand expect to gain more market share in competitive China market. With economic slowdown in 2010, the biggest demand of bicycle helmet in European and American area is affected by this recession. Bicycle helmet companies begin to think new global strategies due to their profit diminished. They establish a new starting point in blooming China market. Expected to gain a well brand named at the first step of business, then explored their products to every corner in the world. The research based on bicycle helmet marketing strategies. In this case, we integrate relative articles, company information, periodicals and individual company interview. After understanding bicycle helmet industry process management, competitor’s strategies, we make proper marketing strategies for this case. Through the understanding of the bicycle helmet industries and the interviews. We concluded five propositions of the suggestions to marketing in China for the bicycle helmet industries.
