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自創品牌結合運動行銷成功策略之研究以正新輪胎瑪吉斯(MAXXIS)品牌為例

The Research on Successful Original Brand Manufacturing Using Sport Marketing Strategy a Case Study of Cheng Shin Tire (MAXXIS)

摘要


品牌為企業重要無形資產,美國微軟(Microsoft)公司總會計資產評估為全美排名第209,若再計算無形資產後公司總資產躍為全美排名第2(Edvinsson & Malone,1996)。由此可知企業無形資產之重要,故企業在擴展品牌形象不遺餘力。正新公司為一傳統產業致力於自創品牌,拓展國際市場,於2003年調查評選為台灣廠商十大國際品牌排名第5,表現可圈可點,並為公司帶來相當大的利基,本研究以正新輪胎瑪吉斯(MAXXIS)之品牌建立、擴展與行銷之關鍵成功因素就理論和實務做一系列完整探討與研究。 本研究主要發現(一)正新公司品牌行銷採因地制宜策略,在中國以「正新」為第一品牌,在歐美地區則以「MAXXIS」為品牌路線,因「MAXXIS」之英文名稱較符合歐美習性。(二)正新公司以運動行銷結合品牌策略,以主辦、協辦和贊助各項運動賽事打響企業品牌。(三)持續的創新研發才能維持品牌優勢。(四)從訪談中經理人一再強調惟有在公司持續獲利中,才能支持其大量推廣運動行銷,確保公司永續經營。 本研究以正新公司品牌建立與行銷的奮鬥過程和傑出表現,可作為其它欲跨入國際領域廠商之參考,而運動行銷在全球化浪潮下逐漸加溫,其潛在利益正步步吸引企業投入運動行銷行列,在運動行銷活動中,企業與消費者為了心愛的運動有錢出錢、有力出力,因比賽的感動而產生共鳴與好感,進而塑造良好企業品牌形象。

並列摘要


Brand is the important intangible assets for a business. Microsoft's total accounting assets is ranked 209 in America, and climbing to 2nd place after adding up the intangible assets, therefore many enterprises trying their best to build up their brand reputation. The Cheng Shin Tire is a traditional industry devoting to develop its own manufacture's brand and trying very hard to enter the global market, and was selected as one of Taiwan's top ten international brands in 2003 (ranked 5th among top ten), its own manufacturing brand brings a lot of profits to the company. The purpose of this study was to understand the key successful factors of brand shaping, expansion, and marketing strategies of the Chen Shin Tire from both practical and theoretical aspects. The findings of this study were: (1) the Cheng Shin Tire utilized a flexible policy for its brand strategy, which used ”Cheng Shin CST” as its first brand in China-the original brand in Taiwan, and used brand ”MAXXIS” in Europe and America represent its higher level brand, (2) make a connection with sports as its marketing strategies such as sponsoring many sport events to promote its brand, (3) the Cheng Shin Tire devotes to perpetual research and development to remain its dominant position in business, (4) the Cheng Shin Tire believes that they have to keep on making profits, then they will have a budget to sponsor sports and maintain the business for good. This study explores the process & excellent presentation of brand constructing & marketing about Cheng Shin, & also provides enterprises those intend extending to global market with successful experience. Sport marketing gradually thrives under the tendency of globalization, which potential gain attracting lots of companies to involve the activity step by step. Business & consumer pay their money and efforts for loved sports, & bring about the impressive sense for feeling of contest, & molding excellent brand imagination.

參考文獻


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被引用紀錄


黃慶國(2017)。台灣土雞產業創新價值經營模式之研究-以夢幻雞為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU201702013
簡嘉慧(2010)。運動行銷策略之個案研究-以2009高雄世界運動會為例〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-1511201215465149
陳芃諭(2016)。企業自創品牌之動態陷阱的一般化動態假設─以系統動力學為方法〔碩士論文,國立中正大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0033-2110201614043838

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