Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20589
標題: 文化創意產業品牌行銷模式之研究-以法蘭瓷為例
The Exploration Study of Branding Model on Culture Creative Industry--The Case Study of FRANZ
作者: 朱濱祥
Chu, Pin-Hsiang
關鍵字: 文化創意產業;Cultural Creative Industry;工藝產業;品牌定位;品牌行銷策略;Craft Industry;Brand Position;Brand Marketing Strategy
出版社: 企業管理學系所
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摘要: 
Abstract
Most of Taiwan industries operate mainly on OEM mode , which lacks design and research abilities. In recent years, many companies try to transform themselves by providing strong brands of greatly creative designing abilities. Due to the consideration the market situation, many companies choose foreign market as their first target and gain lots of success. We can take their operation strategies and brand building experiences as a good lesson.

“Taiwan Creative Design Center” , promoting the idea of “Design In Taiwan”, provides five criteria to evaluate the standard of a brand : research and innovation, design and innovation, quality system, market and brand cognition. CEO Chun said ”Branding is not an easy job , it must be treated carefully in every detail on first market segmentation, product position, marketing strategies, customer relationship management and customer satisfaction. However, the most important one is the core value of the brand.

This study is based on the importance of brand for Taiwan cultural creative industry. Exploring the marketing model and the possible influences to brand of Taiwan cultural creative industry by collecting the data of other countries' development and case study. Selecting a leading company in craft industry, FRANZ, as a research object. The research framework is as below. First, The industry analysis , trying to find the brand position. Second, the fundamental of the brand position, discuss the self-brand-building ability of case company. Third, the brand position strategy from four perspectives of brand cognition and values, active communication, target audience and creating competitive advantage. Finally, brand marketing strategy, brand strategy and operation.
As a whole, except some small groups or companies, almost all the craft industry lack the strong brand management expertise. This research hopes to provide a successful brand building example to the practice.

摘要
台灣產業一向以代工為主,缺乏設計研發能力,但近年來不少企業試圖轉型,推出以創意設計能力見長的品牌,考慮到市場問題,有些選擇優先以國外市場為目標,在國際舞台上嶄露頭角,頗有斬獲,其經營策略與品牌建立模式值得借鏡。

推動「Design in Taiwan」的台灣創意設計中心,提出5項檢視品牌的標準:研發創新、設計與創新、品質系統、市場及品牌認知。設計中心執行長張光民表示,認為品牌並不是一天二天的事,從一開始的市場區隔、產品定位、行銷策略與計劃、行銷通路、顧客關係管理到滿意度,每一個環節都要小心看待,而品牌內涵所傳遞出來的核心價值尤其重要。

本研究基於「品牌」對於台灣文化創意產業的重要性,整理各國文化創意產業的發展概況,再經由個案研究,探索台灣文化創意產業的品牌行銷模式,以及影響品牌的可能因素。因文化創意產業的差異性甚鉅,在資源限制下,本研究選擇工藝產業中品牌行銷卓越之廠商-法蘭瓷為研究對象。希望藉由探索性研究針對個案公司進行次級資料收集、參與觀察及深度訪談。研究架構構面概分為:一、產業現況分析,找出其個案公司品牌地位所在位置。二、品牌定位的根基,探討個案公司自創品牌的基礎經營能力。三、品牌定位策略,分為品牌識別與價值、積極主動溝通、目標視聽眾與創造競爭優勢四方面來探討,找出其個案公司品牌定位。四、品牌行銷策略,確立品牌定位後,探討其品牌策略與運作。

整體而言,文化創意產業之工藝產業,除了少數團體或公司具備較為完整的品牌行銷知識與經驗外,皆缺乏嚴謹品牌管理的專業能力。故本研究希望提供一個成功品牌行銷借鏡,讓同業或異業得以參考、學習、仿效,成功走向自有品牌之路。
URI: http://hdl.handle.net/11455/20589
其他識別: U0005-0907200618071000
Appears in Collections:企業管理學系所

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