非洲新興市場商機及台灣拓銷策略之研究

A Study on Business Opportunities in Africa's Emerging Markets and Taiwan's Strategies for Promoting Exports to Those Markets

由於資源價格上漲及以中國大陸為首所帶動的「南南合作」風潮，自2003年起，非洲展現與以往迥然不同的高經濟成長率，從而衍生新商機。為使台灣對非洲市場有所理解，並加強拓銷該市場，本文分別對非洲經濟發展前景、商機及拓銷策略，進行分析及研究。經濟前景方面，只要中國大陸持續金援及協助興建基礎建設，非洲經濟短、中期應能維持相對高速成長，然各國須解決結構問題，方可確保永續發展；商機方面，包括電腦、電子零件、汽車零件、醫療器材、保健用品、機械、太陽能發電、手機電信、LED、鋼鐵及塑膠製品，值得特別注意；拓銷策略方面，應集中力量拓銷目標市場及商品、擇特定國家簽署FTA、設立區域貿易中心、協助經濟發展、善用主要通路、市場區隔化、投資帶動貿易、提高商品知名度、與各國政府及重要勢力建立關係。

Since 2003, Africa has been recording higher rates of economic growth than ever before, thanks largely to rising resource prices and the wave of “south-south cooperation” led by Mainland China, and this has been generating new business opportunities in the continent. This study examines and analyzes Africa’s economic development outlook, its business opportunities, and strategies for tapping into those opportunities, with a view to helping Taiwan’s government and businesses better understand the African market and strengthen the promotion of export sales to Africa. In respect of the continent’s economic prospects, as long as Mainland China continues its financial aid and assistance for infrastructure building, Africa should be able to maintain a relatively high pace of economic growth in the short and medium terms. But African countries all face structural problems that they will need to solve in order to be able to secure sustainable development. For promising business opportunities, it is suggested to look particularly at market demand for computers, electronic components, auto parts, medical devices, health products, machinery, solar power, mobile telecoms, LEDs, steel and plastic products. For marketing strategy, it is suggested to concentrate on expanding sales of selected products in targeted markets, to pick out certain countries as counterparts for signing FTAs with, to establish regional trading centers, to provide economic development assistance, to make good use of main marketing channels, to conduct market segmentation, to promote trade by investment, to enhance product recognition, and to establish links with governments and key powers in each country.