本研究探討一個看似矛盾卻真實發生的現象：為什麼一家擁有全球最大市場占有率、最先進技術、最具競爭力價格的企業，卻在歐美高階市場面臨「不被信任」的困境？答案揭示了當代全球化企業面臨的核心挑戰，當地緣政治重塑商業規則時，技術優勢不再是唯一的護城河，信任才是。
本研究以全球IoT無線通訊模組龍頭Q公司（Q公司，市占率43%）為研究對象，採用次級資料分析法，系統性地蒐集並分析產業報告、公司公告、媒體報導等公開資料，整合策略行銷理論、信任建構理論與動態能力觀點，探討企業如何在「美中科技戰」的陰影下，透過系統性的策略行銷轉型，重建國際市場信任。
研究發現，產業競爭的核心已從「效率競爭」轉向「信任競爭」。企業必須發揮動態能力，敏銳感知市場規則的改變，並透過策略行銷的四大支柱，精準的市場區隔（STP）、差異化的產品策略、在地化的通路布局、以及透明化的品牌溝通，系統性地重塑市場信任。
本研究提出「信任驅動的全球化2.0策略」框架，為面臨地緣政治挑戰的高科技企業提供可操作的轉型路徑。研究貢獻在於首次將策略行銷、信任與動態能力三大理論整合，並以實證個案驗證其在地緣政治情境下的適用性。

This study examines a paradoxical yet real-world phenomenon: why does a firm with the world’s largest market share, cutting-edge technology, and highly competitive pricing still face a “trust deficit” in premium markets across Europe and the United States? The answer highlights a core challenge confronting contemporary global enterprises—when geopolitics reshapes the rules of business, technological superiority alone is no longer a sufficient moat; trust becomes the decisive factor.
This research focuses on Q Company, the global leader in IoT wireless communication modules with a 43% market share. Using a secondary data analysis approach, the study systematically collects and analyzes publicly available sources, including industry reports, corporate disclosures, and media coverage. By integrating strategic marketing theory, trust-building theory, and the dynamic capabilities perspective, the research explores how firms can rebuild international market trust through a systematic strategic marketing transformation under the shadow of the U.S.–China technology conflict.
The findings indicate that the core of industry competition has shifted from “efficiency-based competition” to “trust-based competition.” Firms must leverage dynamic capabilities to keenly sense changes in market rules and respond through the four strategic pillars of marketing: precise market segmentation, targeting, and positioning (STP); differentiated product strategies; localized channel deployment; and transparent brand communication. Together, these elements enable the systematic reconstruction of market trust.
This study proposes a “Trust-Driven Globalization 2.0 Strategy” framework, offering an actionable transformation pathway for high-technology enterprises facing geopolitical challenges. The primary contribution of this research lies in its inte gration of strategic marketing, trust, and dynamic capabilities into a unified framework, and in its empirical validation of this framework’s applicability within a geopolitical context.

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