礦石鹽燈行銷策略訂定之研究 ─以A公司大陸市場為例

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题名:	礦石鹽燈行銷策略訂定之研究 ─以A公司大陸市場為例
作者:	魏建瑜;Wei, Jian-Yu
贡献者:	高階主管企管碩士班
关键词:	礦石鹽燈;行銷策略;市場;Himalayan salt lamps;marketing strategies;market
日期:	2024-05-28
上传时间:	2024-10-09 16:35:24 (UTC+8)
出版者:	國立中央大學
摘要:	本研究的主要目的是探討和分析A公司對於推廣和銷售礦石鹽燈的行銷策略。通過對市場批發商和消費者需求對產品定位深入分析，旨在提出有效的營銷策略，以提高公司產品的市場份額和品牌影響力。研究首先從理解市場的需求和消費者行為開始，詳細調查了礦石鹽燈的潛在客戶和現有用戶的購買動機和行為模式。通過一對一深度訪談的方法，收集了大量原始訪談逐字稿，這些逐字稿後續用於分析礦石鹽燈的市場趨勢和消費者偏好。此外，本研究也詳細介紹了A公司在設計和生產礦石鹽燈方面的優勢。公司不僅在產品設計上具有創新性，還在生產過程中應用了先進的技術和管理方法，確保了產品的高質量和生產效率。A公司的礦石鹽燈以其獨特的健康益處（如釋放負離子，改善空氣質量）和精美的設計贏得了市場的認可。行銷策略訂定部分，本文由訪談逐字稿找出幾個關鍵字，由開鍵字發想礦石鹽燈應用場，對應出目標客戶，包括通過多渠道營銷增強消費者接觸、利用數字營銷工具提高品牌可見性和互動性、以及開發與消費者需求更貼切的產品線。這些策略旨在提高A公司在礦石鹽燈市場上的競爭力，擴大市場份額。最後，論文還探討了礦石鹽燈的商品修正與行銷策略拓展，包括ESG可持續發展議題和環保需求的影響，以及技術進步如何可能改變產品的生產和營銷。在總結中，本研究強調了持續創新和市場適應性的重要性，為A公司未來的發展方向提供了戰略建議。通過這項研究，A公司不僅能夠更好地理解消費者需求，而且還能夠根據研究結果調整和優化其商品修正及行銷策略修正，以達到提高市場份額和品牌影響力的目標。;The primary aim of this study is to explore and analyze the marketing strategies of A Company for promoting and selling Himalayan salt lamps. By conducting an in-depth analysis of market wholesalers and consumer demands on product positioning, the study intends to propose effective marketing strategies to enhance the company′s market share and brand influence. The research begins by understanding market needs and consumer behavior, thoroughly investigating the purchasing motivations and behavior patterns of potential and existing users of Himalayan salt lamps. Using one-on-one interviews, a large amount of raw interview content was collected, which was subsequently used to analyze market trends and consumer preferences for Himalayan salt lamps. Additionally, the study details A Company′s advantages in the design and production of Himalayan salt lamps. The company not only innovates in product design but also applies advanced technologies and management methods during the production process, ensuring high quality and production efficiency. A Company’s Himalayan salt lamps have gained market recognition for their unique health benefits (such as releasing negative ions and improving air quality) and exquisite design. In the marketing strategy section, the paper outlines several key strategies including enhancing consumer engagement through multi-channel marketing, improving brand visibility and interaction using digital marketing tools, and developing product lines that more closely meet consumer needs. These strategies aim to enhance A Company′s competitiveness in the Himalayan salt lamp market and expand its market share. Finally, the thesis discusses the future development trends of the Himalayan salt lamp industry, including the impacts of sustainable development and environmental concerns, as well as how technological advancements could potentially alter product manufacturing and marketing. In conclusion, the research emphasizes the importance of continuous innovation and market adaptability, providing strategic recommendations for A Company′s future development directions. Through this study, A Company can better understand market dynamics and consumer needs and adjust and optimize its product and marketing strategies based on the research findings to achieve increased market share and brand influence.
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