摘要
歐都納自1975年創立以來，不但成為國內戶外休閒旅遊的領導品牌，並開發專業性機能服飾與代理登山露營用具，累積卓越的經驗與經營能力。2012年獲得經理人雜誌與經濟部共同頒發「台灣中小企業優良CSR之優選企業」（陳至雄，2013）及榮獲康健雜誌「健康品牌讀者票選」連續9年戶外休閒服飾第1名，各方肯定再次印證歐都納在國內戶外休閒市場的領導地位與深獲消費者信賴（http://www.atunas.com.tw）。即使如此，歐都納仍因無法將旗下商品或品牌進行市場滲透、或拓展至年輕族群，在這樣現況下，本企劃將針對25－35歲消費族群，執行現況分析和活動規劃與執行。
並列摘要
Atunas are satisfied to become the leading brand of outdoor recreation tourism since in 1975. It was development of professional performance mountaineering apparel and proxy camping equipment, accumulated experience and excellent management capabilities.2012 won for nine consecutive years of outdoor leisure clothing first one. Atunas are satisfied confirms leadership position in the domestic market of outdoor recreation and deep trust of consumers (http://www.atunas.com.tw). Even so, Atunas will not be satisfied of its brand merchandise or market penetration, or expand to younger, in this current situation. This planning will target 25-35 year-old consumer groups, the status of implementation analysis and event planning and execution.
參考文獻
延伸閱讀
- 柯亞先（2016）。行銷傳播與文化創意之創新教材與課程規劃。大學教學實務與研究學刊，()，105-133。https://doi.org/10.6870/JTPRHE.201612_1(1).0004
- 洪倫裕（2012）。品牌元素設計與品牌概念之策略配適探討〔碩士論文，淡江大學〕。華藝線上圖書館。https://doi.org/10.6846/TKU.2012.00060
- 林雅竹（2013）。以品牌形象探討文化景區視覺標識之設計〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu201300657
- 劉觀生（2017）。An Innovative Process from Quality to Branding。品質月刊，53(1)，41-45。https://www.airitilibrary.com/Article/Detail?DocID=10173692-201701-201701260013-201701260013-41-45
- Reid, S. (2015). A Critique on the Multinational Marketing Strategies. Scholedge International Journal of Business Policy & Governance, 2(3), 1-5. https://www.airitilibrary.com/Article/Detail?DocID=23943351-201503-201504270017-201504270017-1-5