陶瓷品牌策略-以乾唐軒公司為例

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/67655

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题名:	陶瓷品牌策略-以乾唐軒公司為例
作者:	黃玉燕;YU-YEN YU,HUANG
贡献者:	高階主管企管碩士班
关键词:	品牌價值;品牌權益;品牌再造策略;brand value;brand equity;brand reengineering strategy
日期:	2015-06-26
上传时间:	2015-07-31 01:07:44 (UTC+8)
出版者:	國立中央大學
摘要:	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。本研究以乾唐軒公司進行個案研究，從整個陶瓷產業發展的觀點，來瞭解全球陶瓷產業的發展狀況及趨勢，藉由對整個產業的瞭解，以及分析個案公司目前的經營策略與經營績效，進而協助個案公司發展出經營策略，並統整出個案公司經營的困境，進一步擬定策略，包括品牌形象、品牌策略、品牌價值，以及品牌權益，並且進行策略評估及調整，最後再擬定最合適的品牌再造策略，來提升個案企業的整體競爭力。本研究以個案研究法，歸納彙整出企業發展國際品牌應具備之資源及條件、廠商布局全球之策略與決策因素、廠商發展國際品牌之路徑與影響因素，本研究結論： 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。 ;Abstract 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.
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