本研究之目的在於深入了解仿冒品對高競爭的自行車製造和代理市場所對來的挑戰。透過質性的開放式訪談，本文探討了受訪者們在銷售高價位的碳纖維自行車車架和組件方面的獨家經驗。此研究旨在了解高端自行車的製造商及代理商對深入市場多年的仿冒品所帶來之威脅的看法，以及他們所做出之對策。結果發現，受訪者們有經歷過這些威脅，並已實施相對應之策略以在市場中持續競爭。

The aim of this research is to gain an insight on the challenges counterfeit products pose to bicycle manufacturers and agents that are operating in a highly competitive market. Through
qualitative open-ended interviews this paper explores individuals’ exclusive experiences in selling high-end carbon bicycle frames and components. This paper explores how high-end bicycle manufacturers and agents view the threats from counterfeits that have emerged in the market throughout the years, and strategies they have implemented in order to protect their business. The findings suggest that these individuals have experienced these threats and have implemented strategies in order to compete in the market.

Table of Contents

Chapter 1 Introduction………………………………………………………………...………..1
Chapter 2 Literature Review…………………………………………………………...……….1
A Two Wheel Kingdom 2.1………………………………………….………………………........1
Counterfeiting China 2.2…………………………………………………………………..………4
Low-Cost Manufacturing 2.3……………………………………………………………………...7
Marketing Anti-Counterfeiting Strategy 2.4………………………………………………………8
Chapter 3 Methodology……………………………………………………………………...…10
Research Design 3.1…………………………………………………………..……………….....10
Data Collection 3.2………………………………………………………………………………12
Participants 3.3……………………………………………………………………………..…….13
Chapter 4 Results…………………………………………………………….…………………15
Demographics of Participants 4.1………………………………………………………………..16
Research Question 4.2…………………………………………………………………..……….16
Research Results 4.3…………………………………………………..…………………………27
Theme 1: Fashion Opportunity…….………………………………………………………….17
Theme 2: Education on Prices..………………………………………………………………..23
Chapter 5 Discussion…..……………………………………………………………………….30
Marketing Plans 5.1….…………………………………………………………………………..30
Education 5.2……..……………………………………………………………………………...32
Chapter 6 Conclusion….……………………………………………………………………….33
References………………………………………………………………………………………..36

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