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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/67655

    Title: 陶瓷品牌策略-以乾唐軒公司為例
    Authors: 黃玉燕;YU-YEN YU,HUANG
    Contributors: 高階主管企管碩士班
    Keywords: 品牌價值;品牌權益;品牌再造策略;brand value;brand equity;brand reengineering strategy
    Date: 2015-06-26
    Issue Date: 2015-07-31 01:07:44 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 長久以來,各大企業相當重視的就是品牌的重要性,然而建立企業品牌不僅是辨識產品或服務更是建立與管理各大企業經營的重點,確是為企業帶來獲利、競爭優勢及穩定發展的契機。
    1. 與異業結盟進行聯合品牌行銷,能使合作雙方提升品牌知名度,也能增加消費者忠誠度。
    2. 積極拓展國外市場,以擴大產品的佔有率與全球市場的競爭力。
    3. 擴大實體與虛擬通路市場,以滿足不同通路的消費者需求。
    4. 創新研發佈局,以提升產品的附加價值與差異化,並增加品牌能見度,創造更高的顧客價值及企業收益。

    For a long time, many companies have considered the importance of brand. However, the establishment of corporate brand is not only to identify the product or service, but also to establish the management of major business, which could bring the profit, competitive advantage, and stability development for enterprises.
    In this study, the case study of Artcera Corporation is applied to understand the development situation and trends in the global ceramics industry from the viewpoint of the entire ceramics industry. Based on the analysis of the company’s current business strategy and performance, this study result could assist the company to develop a case management strategy, and the integration of the company’s further develop strategies, including brand image, brand strategy, brand value, and brand equity. Furthermore, the research could provide the policy evaluation and adjustment and finally re-formulate the most appropriate brand strategy to enhance the company’s overall competitiveness.
    Case study is applied to summarize some vital factors of business development, including the enterprise’s global distribution strategy, the decision-making factors, and the influencing factors of international brand manufacturers. In this study, some findings are listed as follows:
    1. The cross-industry alliance and joint brand marketing could not only enhance brand awareness of bilateral cooperation, but also increase the consumer loyalty.
    2. Active expansion of foreign markets is the main goal to expand product market share and global competitiveness.
    3. Extension of physical and virtual access market is the main market to meet consumer demand for different market paths.
    4. The added value of innovative research and development layout is applied to improve product differentiation, increase brand visibility, create higher customer value, and corporate earnings.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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