以4E為概念的市場行銷策略研討: 惠新公司個案研討

The Marketing Strategies Analysis with Respect to 4E: A Case Study of Fashion Garment Ind, Co., Ltd

許博智(Raphael Hsu)

指導教授 ： 曹銳勤

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00083

摘要

惠新實業有限公司一直以來做為台灣服裝行業的頂尖領導者，擁有一流的品質與經濟價值。然而，當這個傳統的企業面對台灣男性內衣市場的未來以及數位時代所帶來的改變，通過傳統的行銷4P策略，該品牌將繼續努力通過提供更新的零售策略，品質控管來獲取利潤，在這個前提下，本研究的目的是深入研究新的4E行銷方法：經驗，情感，參與和獨特性。本研究將展示4E將如何幫助一家擁有51年歷史的公司在他的行銷部門做品牌拓展，隨後對惠新實業有限公司進行個案研究。贊助商業模式將作為分析框架合併到商業模式中。本研究採訪了四位經驗豐富的行銷專家，以了解4E的概念以及實施贊助商業模式的可行性。該研究最後討論了從研究中汲取的經驗教訓：4P不能被4E取代，但可以將這兩種工具做結合。

關鍵字

策略 ； 4P ； 4E ； 市場佔有率

並列摘要

Fashion Garment Ind, Co., Ltd, have always been Taiwan’s top garment industry leaders, with top quality and economic value. Yet, when traditional business management struggles to foresee the future of the Taiwan men’s undergarment market and the adaptation of the new digital era based on the traditional marketing 4P strategies, this brand will continue to struggle to secure profits by providing newer retail strategies, quality control, customer management, innovative marketing strategies, racking up inventories, and etc. Under this premise, the purpose of this research is an in-depth look into the new 4E’s marketing method: experience, emotion, engagement, and exclusivity. This study will showcase how 4E is possible to help with the brand extension of a 51-year-old company concerning the marketing department, followed by a qualitative case study on Fashion Garment Ind, Co., Ltd. A sponsorship business model will be incorporated into a business model canvas as an analytic framework. Four experienced marketing expertise were interviewed to understand the concept of 4E and the feasibility of implementing the sponsorship business model. The study concludes with discussions of lessons learned from the research: 4P cannot be replaced by 4E but can combine the two tools.

並列關鍵字

strategies ； 4P ； 4E ； market share

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