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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63872

    Title: 應用交叉銷售的多角化通路營運模式之探討-以某休閒鞋與家庭劇院整合行銷為例
    Authors: 江坤義;Chiang,Kuen-Yi
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 品牌延伸;目標行銷;行銷通路;Brand Extension;Marketing Channels;STP Marketing
    Date: 2009-06-10
    Issue Date: 2014-05-08 15:34:56 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 依據施振榮(1992)的微笑曲線理論,產業價值鏈中、在微笑曲線左方的「技術研發、專利」,和微笑曲線右方的「品牌行銷、通路經營」,二者都具有比較高的產業價值比例和營業利潤,直至今日、台灣的品牌協會仍然鼓吹企業要重視品牌推廣。但是、經營品牌與通路的難度甚高,台灣企業經過十餘年的努力,成功的案例並不多。
    1. 求新求變是企業永續經營唯一不變的路。
    2. 以交叉銷售為基礎,提高連鎖商店的服務時間利用率,創造新商機。
    3. 善用品牌延伸機制,拓展新事業。
    ;At the industry value chain, 「Technology-&-Patent」segment which is located in the left hand side of the chain and 「Brand-&-Marketing Channel」segment which is located in the right hand side of the chain. The central segment was 「Manufacture」. According to Sten Shi’s Smiling Curve Theory (1992), 「Technology-&-Patent」 and 「Brand-&-Marketing Channel」noth segments have the higher proportion of industry value and operating profit than 「Manufacture」segment. Until now, the Taiwan Brand Association still emphasize the enterprises need to pay more attention in brand promotion. However, it’s a very tough mission for creating a named brand company and operating its marketing channel. There are just few successful cases in Taiwan, in the last 20 years.
    This thesis is a qualitative approach which was focused on a case study of a shoes marketing company. In order to promote its owned-brand for selling the high-end shoes, the enterprise build-up its owned chain store system in Taiwan market since 1998. At the peak time, there are more than 300 stores in its chain. This chain store system created an excellent operation value and kept the leading position for few years. It was a typical example of Sten’s Smiling Curve Theory.
    Due to the external industry environment is much changeable, the marketing channel operation model can not be fixed for a longer period, due to the competitors always applied the similar marketing activities with you. Even the enterprise got a successful operation result for few years, it faced an operation damage three years ago. Fortunately, the enterprise is applying the integrated marketing principle into its chain store system to solve such problem. Based on the Brand Extension and Cross Selling strategy, the enterprise constructs a new model of storeing which is a combination of existing shoe product and a new home theater product. Even, combining the low-involvement product and high-involvement product together into the same store is a big dispute with the current marketing theory. The innovation channel operation makes a good management result again through the noticeable advertisement. Due to the changeable of external industry environment and un-predictable of consumer behavior, it’s hard to keep a good store management longer by a singler-&-fix model. However, there is no way to avoid such managed challenges in order to make the continuous business operation progress.
    There are three conclusions about the marketing channel management after this case study.
    1. “Keep Changes” is the only way not be changed in the continuous business operation.
    2. “Cross Selling” improves the storeing operation utilization of the channel and creates a new business opportunity.
    3. “Brand Extension Mechanism” is an applicable action to extend a new product or business.
    This thesis intends to provide a helpful reference model to someone who is interesting in brand promotion and channel management.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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