Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24287
標題: 台灣某一女性內衣公司的品牌定位策略與品牌行銷策略
A Study of Positioning and Marketing Strategies of Brand For An Underwear Company in Taiwan
作者: 鄭正陽
Cheng, Cheng-Yang
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-0207200716014300
市場區隔
產品定位
品牌定位策略
品牌行銷策略
出版社: 高階經理人碩士在職專班
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摘要: 本研究由相同或不同的市場區隔與單一或多個品牌的產品定位對台灣某一個案女性內衣公司之品牌定位策略做探討並分析其品牌行銷策略。本研究得到研究結論:個案公司的市場區隔是行為市場區隔模式是從購買時機、追求的利益、使用者的地位、使用率與忠誠度,整理分析歸納而得出無固定品牌購買者及有固定品牌購買者;個案公司的產品定位為單一品牌之「歐風法式」的產品形象,即以標榜舒適性、功能性、時尚化、顧客感動的訴求推出,以來自歐洲流行與巴黎同步為號召;個案公司的品牌定位策略為全域策略是以「歐風法式」單一品牌的產品定位及對應不同的市場區隔;個案公司之品牌行銷策略為4P,其中產品是以女性內衣屬消費品當中的選購品,不只以實體性產品為主而已,更以消費者右腦的、心理的需求,希望其產品風格與設計能創造強烈的西方風格之信念與價值為主;價格則捨成本加成定價,以釘住競爭者競品中高定價方式,產品組合定價輔以優惠的產品配套定價,在價值高於價格的產品則採取心理定價;通路則不受制於通路商或區域經銷商,以一大縣市或兩小縣市為一獨家專業經銷區;推廣則由個案公司完全主導並以整合行銷及整合傳播為主。
This research uses similar and dissimilar market segmentation and single and multi-brand product positioning to examine and analyze the brand positioning and brand marketing strategy of a Taiwan's female underwear company. The research findings are as follow: (1) The marketing segmentation of the case study company is based on the time of purchase, pursuit of profit, user's social class, and usage rate and commitment to deduce to fixed brand purchasers and non-fixed brand purchasers; (2) The product positioning of the company is a single brand product consisting of European and France style products. The brand focuses on functionality, comfort ability, and consumer needs; (3) The brand positioning strategy of the company is a geo-centric strategy consisting of single brand product positioning and responding to different market segmentations.; (4) The brand marketing strategy of the company is using the 4P. Underwear is classified as selective purchasing goods of consumer products. The company not only focuses on the physical product, but also focuses on the psychological needs of consumers, hoping to use the product's design to create Western value. The pricing of the product uses high-end pricing and product portfolio, instead of cost added pricing method. When the value of the product exceeds the cost, then the company uses psychological pricing method. In terms of place, the distributional channels are not limited to regional retailers and distributors; it uses one large county or two small counties as only one professional selling and distribution region. Lastly, promotion is conducted entirely by the company.
URI: http://hdl.handle.net/11455/24287
其他識別: U0005-0207200716014300
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