新創電商品牌行銷策略之研究

Brand Marketing Strategies of E-commerce Startup

鄭淨芳(Ching-Fang Cheng)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2020年)

https://doi.org/10.6840/cycu202000892

摘要

本研究欲進行電商新創品牌之行銷策略探討，以「Wstyle」公司為研究對象，欲進行「Wstyle」公司企業品牌策略之研究，探討「Wstyle」公司推行新創電商品牌運作模式。選定質化研究法中的個案研究法(case study)作為本研究之研究方法，並透過觀察、蒐集相關文件及檔案紀錄方式深入了解個案，並加以分析比較。研究發現，新創品牌「Wstyle」公司在成立初期，所掌握的資源是相當有限，但透過明確的品牌定位、深耕品牌價值以及善用品牌接觸點，持續與消費者進行溝通互動，傳達品牌精神予消費者，選擇往自己最有優勢的方向走，藉此吸引認同此品牌精神與價值的消費者，也讓此新創的品牌更具有發展的空間。
本研究是以蒐集次級資料方式進行個案分析，探討個案公司的品牌策略管理行銷方式，希望能提供給未來想新創品牌的經營者相關建議。本研究是屬於整體性的敘述分析，後續的研究人員若想對此主題有興趣，建議可再針對此品牌的消費者的消費喜好或是針對各項的行銷策略的響應，以訪談或是問卷方式進行量化分析等相關研究。

關鍵字

新創電商 ； 品牌行銷策略 ； 個案研究 ； 次級資料

並列摘要

The purpose of this study aims to investigate the brand marketing strategies of e-commerce startups. Using Company「Wstyle」as study example, this study focuses on its brand marketing strategies, exploring the operating model of how Company「Wstyle」 launches its e-commerce startup. The case study method in qualitative research is chosen to be the approach used in this study. Through observing and collecting and classifying related documents, this case is examined and analyzed. The study indicates that in the early stage when Company「Wstyle」was first established, the resources it possessed were limited. However, with precise brand positioning, brand equity enhancement and utilization of touchpoints, this company works on displaying its strengths. Meanwhile, it keeps on interacting and communicating with consumers, conveying its brand spirit so that it can attract customers who identify with its spirit and value, increasing the possibility for this startup brand to develop.
This study is a case analysis based on collecting secondary data, which focuses on investigating the brand strategic management and marketing methods of this case, and it aims to offer related advice to those who want to set up new brands. As this study is an overall narrative analysis, researchers who are interested in this topic are advised to do interviews and surveys to conduct quantitative analysis which concentrates on the preference of this brand’s customers or their responses to its marketing strategies.

並列關鍵字

E-commerce startups ； Brand marketing strategies ； Case study research ； Secondary data

參考文獻

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