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|Keywords: ||品牌延伸;目標行銷;行銷通路;Brand Extension;Marketing Channels;STP Marketing|
|Issue Date: ||2014-05-08 15:34:56 (UTC+8)|
;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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