台灣中小企業勇闖品牌路

A Case Study on How a Taiwanese SME Company Promotes Products of Its Brand

樊祖燁(Tsu-Yeh Fan)

《致理學報》 34期 (2014/07) Pp. 465-494

摘要

本研究係以與一家台灣中小企業簽立產學合作案的方式，進行顧問服務，並提出經營管理及行銷策略之建議。本服務時間共計兩年，執行了6個產學合作案，金額共計新台幣110萬元，所有的產學合作案皆已順利結案。作者至今仍擔任該公司之顧問，提供經營策略之建議。本系列之6項產學合作案共分為四大部份，分別為企業診斷及制度修改、決定主力產品與目標客群、新產品的開發與行銷策略擬定以及新產品的推廣活動及國際市場推廣策略。台灣的中小企業可利用本研究之結果，擬定合適之網路行銷策略，將自有品牌產品推廣至全世界。因為本研究係以與學校簽訂產學合作的方式進行，學生皆有參與實際的研究工作與行銷推廣活動，並協助完成技術報告發表。相關的產學合作結果亦有在課堂上結合課程分享，達到了將學說理論與企業實務結合授課之目的。學生們更將產品的行銷企劃書加以包裝並參加全國性行銷企劃比賽，亦獲得十項前3名的佳績（特優獎、優勝獎及佳作獎皆未列入）。因此本研究可說是達到新興盛、學校與學生的三贏結果。

關鍵字

骨傳導 ； 行銷策略 ； 網路整合行銷

並列摘要

This research studies how a Taiwanese SME company formulates its management and marketing strategies. This research consists of 6 consulting programs which costs NT$1.100K with a total service period of 2 years. As of today, the author still serves as a consultant to the company. The 6 consulting programs can be divided into four parts. They are: ＂The company diagnosis and management system modification＂, ＂Definition of the main products and target customers＂, ＂The new product development and marketing strategy formulation＂ and ＂New products promotion and international marketing strategy formulation＂. Taiwan's SMEs can use the results of this study to develop appropriate on-line marketing strategies in order to promote their own-branded products to the world. Since the consulting programs were an elaborative effort between the company and Chihlee Institute of Technology, the students were involved in the actual research work. The research result is also published as the case study in the related curriculum. Students also used the programs' results as subjects to participate in many national competitions, and won ten awards in different competitions. Therefore, this study can reach three parties all- win results.

並列關鍵字

Bone Conduction ； Market Strategy ； Network Integrated Marketing