建築產業品牌重定位之研究－以國揚實業為例

A study on Construction Industry Brand Repositioning －Using Kuo Yang Construction Co. Ltd. as example

侯西泉(Hou , Shi - Chyuan)

指導教授 ： 吳青松

國立臺灣大學/管理學院/國際企業管理組/碩士(2008年)

https://doi.org/10.6342/NTU.2008.02706

摘要

一般所謂品牌係包含一個提供功能性利益的產品，再加上一種足以讓消費者採取購買行為所帶來的滿足感、價值感與信賴感，它所代表的是一種產品的名稱與象徵，甚至身分與地位。品牌價值雖然無形，卻是企業相當重要的資產，尤其是行銷要有效，就需要品牌加值，國際公認之品牌價值＝品牌定位×品牌知名度，其主要原因即在於此；其次，一旦企業經營者從市場和銷售數字的變動得知品牌出了狀況時，就必須儘速採取品牌重定位的因應措施，俾免損失繼續擴大。
本研究針對國內外七個品牌重定位成敗案例分析之關鍵因素，正可為現階段台灣建築產業在面臨競爭，力求經由品牌價值提升經營績效之際，提供一最佳之嶄新經營模式。
一般而言當建築產業遭遇經營困境時最常使用之品牌定位策略，大致可歸納如下十點：確認公司總體環境中的主要力量、重視PEST分析、確認策略性事業單位、重視顧客價值與品牌權益、評估市場區隔與目標市場、評估公司可行的競爭利器、選擇一個整體的定位策略、全面品質管理、擬定高利益高價格策略。
至於國揚實業品牌重定位成功之主要策略大致可歸納為以下六點：
1.充分掌握策略性規劃(Strategy planning)流程
2.正確之品牌重定位(Brand Reposition)
3.重視顧客關係管理（CRM）
4.行銷資訊系統（MIS）規劃運用得宜
5.擬定整體行銷組合（Marketing Mix）
6.制定完備的行銷10Ps與10Cs策略
另本研究亦期將傳統行銷策略4Ps組合予以延伸至10Ps。經由傳統之行銷4Ps產品（Product）、價格（Price）、通路（Place）、促銷（Promotion），再加上實體環境（Physical environment)、獨特主張（Proposition）、規劃（Plan）、價值感受（Preception）、愉快（Pleasure）、流程（Process）等新6Ps，亦即以10Ps與10Cs相互對應，以達成整體配套（Package）企業形象（CIS），並達成樂活(LOHAS Life of health and Sustain ability)及嶄新的生活型態（Value and Lifestyle, VALS），期以發揮整合行銷之功能。
本研究係就國揚實業在十年前所面臨的經營危機，如何經過品牌重定位而讓企業起死回生為例進行研究，期以作為建築產業在景氣變動過程投資與經營因應策略之參考。

關鍵字

品牌價值 ； 品牌重定位 ； 樂活 ； SWOT分析 ； 策略性規劃

並列摘要

Executive MBA Program in International Business Management
College of Management
National Taiwan University
Name：Hou-shi-chyuan Month/Year：Jan,2008
Advisor：PH.D Wu,ching
A study on Construction Industry Brand Repositioning
－Using Kuo Yang Construction Co. Ltd. as example
Abstract
Brand is a product which offers functional benefit and a sense of satisfaction, value and trust that can make consumers to take the purchasing action. Brand symbolizes a product’s name and image; it even symbolizes the identity and class of the consumer. Although Brand value is intangible, it is still a very important asset for an enterprise especially in marketing. An effective marketing needs brand value-added and the main reason is because internationally recognized definition for Brand Value is equal to Brand Positing times Brand awareness. Furthermore, when an enterprise operator finds any problem in its brand from market and sales, It should immediately take proper counter measure such as brand repositioning to avoid the loss from magnifying.
This study analyzes the key factors to the success and failure of seven brand repositioning cases in both domestic and foreign markets. It will offer the best and new operating model for Taiwan construction industry which is facing fierce competition and is struggling to increase operation performance through increasing brand value.
Generally speaking, there are about ten brand positioning strategies used by construction industry when facing operating difficulty which are Confirming the major

force in macro-environment of the company, Focusing on PEST analysis, Establishing strategic business unit, Attaching great importance on customer value and brand equity, Evaluating market segmentation and target market, Selecting the usable competitive tool for the company, Picking an integrated positioning strategy, Enforcing total quality control, and Drafting high profit and high price strategy .As regard to the success of brand repositioning by Kuo Yang Construction Co. Ltd, its major strategies could be concluded to the following six points:
1. Full control of Strategic Planning procedure
2. Proper Brand Repositioning
3. Emphasize on Customer Relationship Management
4. Proper use of Marketing Information System Planning
5. Drafting integrated Marketing Mix
6. Formulating complete 10Ps Marketing Strategy
Furthermore, this study also extend the traditional 4Ps marketing strategy to 10Ps which adds new 6Ps such as Physical environment, Proposition, Plan, Perception, Pleasure and Process to the traditional 4Ps like Product, Price, Place, and Promotion. The purpose is to match 10Ps to 10Cs and achieve LOHAS life of health and Sustainability and new Value and Lifestyle through packaging the enterprise image (CIS), and to bring the function of integrated marketing into full play.
This study looks into the operation crisis faced by Kuo Yang Construction Co. Ltd ten years ago and how they bring the enterprise back to life through brand repositioning. The study is expecting to offer some insights to the construction industry for drafting operating and investing strategies when facing business cycle.

並列關鍵字

Brand Value ； Brand Reposition ； LOHAS ； SWOT analysis

參考文獻

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