台灣在全世界有「拉鍊王國」之稱號，更在國際市場建立出“好拉鍊在台灣，台灣有好拉鍊＂的台灣拉鍊新形象。近年來，由於中國提出的相關政策及優惠，讓現在台灣的拉鍊產業出現嚴重「空洞化」的危機，而相關的研究調查卻未受到學術與政府的重視，研究者基於本身所處拉鍊產業的重視而進行此研究。
此研究利用個案研究探討台灣拉鍊W公司進入國際市場，其面臨到國際大場的競爭時，如何提昇本身的競爭優勢與調整後續的行銷活動。希望藉由個案W公司的研究與分析，讓未來相關拉鍊業及輔材業的研究，可以有長期的比較基準。
此研究分析結果發現拉鍊產業的未來競爭態勢，將以公司定位與品牌來決定獲利高低，與是否具有競爭優勢；個案W公司在面對市場進入模式與策略聯盟等議題時，大多以case by case來進行處理，未能以更為整體或更為系統地處理問題；B2C的行銷與顧客關係管理手法轉換運用到B2B的時候，其挑戰度與困難度是不容小覻，需要許多方面的調整與配合；目前有愈來愈多的國外知名品牌商尋求性價高的拉錬供應商，個案W公司應把握住這個好機會，透過公司本身的品質水準與品牌形象，來提昇競爭優勢。

Taiwan has the title of pull necklaces kingdom in the world. Taiwan enterprises establish a slogan, good pull chained in Taiwan, Taiwan has a good pull-chained, to pull a new and good image in the international market. China has proposed policies and benefits in recent years, so that Taiwan's fastener industry faces a serious problem. However, related research investigations failed to receive the attention of academic and government. Because of be a member in fastener industry, researcher started to study this issue.
This research using case study proposes that how can W company analysis its resource and adjust strategy when entering international market. The result of research shows that the profit of company will be determined by position, strategy and brand equity. In this research, researcher finds that W company should systematically deal with the issue of entry strategy and strategy alliance. In other hand, W company successfully transferred B2C market strategy and action into B2B market strategy and action. Finally, there are more and more chance that many companies start to find fastener manufacturer. And W company should improve its brand equity to increase strategic advantage.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
表目錄 vii
圖目錄 viii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究流程 4
第二章　文獻探討 5
第一節　SWOT分析 5
第二節　進入模式 7
第三節　策略聯盟 11
第四節　顧客關係管理 15
第三章　研究設計 18
第一節　個案研究 18
第二節　研究資料來源與進行方式 21
第四章　個案公司簡介與分析 23
第一節　拉鍊產業簡介 23
第二節　個案W公司簡介與SWOT分析 26
第三節　個案公司策略方案-策略聯盟與進入策略 30
第四節　個案公司策略方案-顧客關係管理 32
第五章　結論與建議 38
第一節　結論 38
第二節　建議 41
參考文獻 42

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