本研究欲深入瞭解台灣自行車產業龍頭巨大機械工業股份有限公司、以及美利達工業股份有限公司，如何鞏固外銷市場，並針對母體企業結構、經營管理策略、企業未來願景、直營門市管理差異化分析，探討兩大企業如何開發內銷市場占有率。因此，本研究採用質性研究之半結構性深度訪談，以直營門市自評方式進行資料彙整，訪談內容包含SWOT 分析與TOWS 矩陣分析、五力分析、行銷7P 以及4C 等建構本研究之架構，探討兩家直營門市店，如何透過行銷策略組合創造藍海。台灣是全球自行車產業最大輸出國，產業特性主要依賴出口貿易，面對全球自由市場競爭下，如何鞏固市場優勢為本研究首要目的。台灣自行車產業包括成車組裝與零件製造兩個部分，主要依賴自有品牌與精緻代工出口，美利達與捷安特公司除了持續擴大海外市場更積極開發國內市場通路。因此，本研究試圖提出行銷組合策略：並指出直營門市除應積極建立顧客資料庫鞏固顧客群、積極活化門市創造銷售機會、創造產品附加價值吸引潛在顧客目光、以及透過網路與通路提供立即性服務平台、不可或缺的是無形的人員專業度與有形的售後維護服務等，創造門市銷售通路與營業額，唯有透過良性的市場競爭機制，才能促使產業蓬勃發展，創造企業最佳獲利。

This study is to understanding of Taiwan's bicycle industry GIANT and MERIDA, how to consolidate the export market, and for the parent company structure, business strategy,corporate vision of the future, management of retail outlets in a gap analysis , the two companies to explore how to develop the domestic market share. This study used self-assessment approach to data consolidation, SWOT, interviews with the TOWS matrix,five forces, marketing 7P and 4C framework of this research, of two retail outlets in stores,how to create a marketing mix through the Blue ocean. Taiwan's bicycle industry is the world's largest exporter, mainly dependent on export trade, the face of global free market competition, how to consolidate the market advantage. Taiwan's bicycle industry, includingvehicle assembly and parts manufacturing into two parts, rely mainly on its own brand with exquisite OEM export, This study to marketing mix strategy: that the retail outlets in addition to the establishment of customer database should b actively consolidating customer base,creating a positive activation of store sales opportunities, create value-added products to attract potential customers attention, and provide immediate access over the network with service platform, essential is invisible professional degree with physical after-sales maintenance services, to create sales channels and sales outlets, only through healthy competition in the market mechanism in order to promote the industry to flourish, to create enterprise the best profit.