Abstract
Taiwan has gradually moved towards internationalization in recent years. More and more foreign companies have wanted to enter the Taiwan market, but how to successfully expand their market and gain profit is a major issue. One of the main marketing strategies is through “marketing localization”. The research mainly discusses how a foreign company gets into the Taiwan market by integrating their marketing strategy with Taiwanese local characteristics and reach “Marketing Localization”. This research is set in the Gaming Industry in hopes of understanding how a foreign company uses existing advantages such as funds, brand image or brand awareness to get into the Taiwan market. In the early phase of the study, I used marketing theories such as "STP Process" and "The Marketing Theory of 4Ps" to solve the problem. However, during the course of the study, I found that past marketing theories did not specifically discuss the issue of "Marketing Localization". Therefore, to tackle this uncovered territory, using past marketing theories may not be a perfect solution to address this particular problem. I took a case study approach while conducting the research by selecting a foreign gaming company, “Wargaming” (戰遊網), as target, and did a deep interview with Sky Lin, founder of the Taiwan Wargaming Office. Through research and a thorough interview, I expect to find some general rules based on experience as well as implementation, which in turn enables one to provide some practical advice regarding marketing strategies to other foreign companies that also set eyes on the Taiwan market. The results show that in the "STP Process" theory, Wargaming did not follow the order of market segmentation in the expansion period when they get into the Taiwan market. Instead, they carried out their own order set according to each product’s characteristics. Similarly, as for "The Marketing Theory of 4Ps", the strategy for each P is combined with the implementation of "Marketing Localization". Despite the discrepancy between practice and theory, there is no doubt that Wargaming still very successfully enters the Taiwan market. Foreign companies that also want to enter the Taiwan market can refer to this study by setting themselves some similar marketing strategies. Key Words: Foreign Company, Marketing, Localization, Gaming Industry