| dc.description.abstract | With climate change, global warming, the greenhouse effect and climate crisis, which have contributed to the formation of extreme weather, air conditioning equipment has become an indispensable necessity in human life. In this study, we selected Case D brand to examine its marketing strategy in Taiwan, including marketing mix strategy、target marketing、customer relationship management、service strategy、further analyze and summarize its key success factors.
This study was conducted using the case study method of qualitative research. Through in-depth interviews with corporate executives and secondary data collection and summarization, we analyzed the development of the air conditioning industry in Taiwan and conducted an in-depth study of Brand D.
With the support of the head office in Japan, D brand has been able to expand its market rapidly and establish a complete marketing channel. Since 1992, D brand started new business in Taiwan, growing year by year and becoming the No.1 in the industry with stable development. The study summarizes three key success factors of D Brand, including: 1. Reversing old thinking; 2. Accurately judging market trends; 3. Mastering technological power. In addition, D Brand′s Chairman is focused on his own business, active and serious, personally committed to the brand, and leading the team to the future, showing strong ambition and foresight, which is also one of the key success factors of D Brand in Taiwan.
The conclusions of this study include: 1. Global climate change, the demand for air conditioning market continues to increase; 2. Customer-oriented provision of comprehensive services to meet customer needs; 3. Continuous development of niche products to establish a differentiated advantage, away from the red sea market; 4. Continuous improvement of professional instincts of engineers and staff quality to improve the technical service quality. The study proposes three recommendations, including: 1. Continue to upgrade air conditioning equipment to create added value; 2. Actively promote and train distributors′ second-generation succession plans; 3. The air conditioning market in Taiwan is becoming saturated, and it is advisable to carefully consider expanding into overseas markets. | en_US |