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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/67618

    Title: 台灣航空業品牌再造個案分析 以JH 公司為例
    Authors: 李力旋;LEE,LIH-SHYUAN
    Contributors: 高階主管企管碩士班
    Keywords: 品牌再造;航空公司;Brand reengineering;Airline
    Date: 2015-06-18
    Issue Date: 2015-07-30 23:54:13 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 企業如何在大環境不斷改變、市場競爭無時不在的環境下生存?當面臨競爭,企業品牌的價值日漸萎縮時,該如何因應?如何透過品牌活化讓企業永續經營?
    ;How does a corporate ever survive from a changing business environment? When facing competition, how does a corporate to cope with a shrinking corporate brand value? How to make a sustainable brand through brand reengineering?
    This research tries to realize that when facing threats, through understanding of market trends and consumer demands, how a corporate re-defines its branding position and transform itself to a better competitive advantage.
    Rebranding is the management of a comprehensive range of value chain to ensure that each value point in this chain all align the brand consistency. This study will take the JH company as an example to illustrate how to enhance a brand and to propose a new value proposition based on marketing research findings.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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