台灣連鎖運動用品店品牌行銷策略創新之研究-以個案公司為例

The Innovation on Brand Marketing Strategy-A Case Study on Sports Chain Store in Taiwan

邱子容(TZU-JUNG CHIU)

指導教授 ： 李佳玲 ； 何晉滄

國立中正大學/管理學院/會計與資訊科技學系/碩士(2016年)

摘要

隨著養生意識的提升，台灣參與運動休閒的人數有逐漸增多的趨勢，也使得運動產業及連鎖運動用品店蓬勃發展。近年來，NIKE、adidas、PUMA等國際運動品牌為凸顯品牌特色，紛以專賣店新形態通路設置據點，以完整呈現品牌訴求。為了解其品牌行銷策略及其創新之規劃過程，本研究採用質性研究，藉由SWOT、市場定位(STP)理論及行銷4P作為研究架構，瞭解及分析個案公司所處的產業及競爭態勢，並針對個案公司的行銷策略提出建議。本研究結果發現，個案公司於品牌行銷策略作法上，深耕在地經營並貼近消費者需求，累積多年的品牌信譽及知名度，並且勇於掌握機會，成功地從傳統經營創新轉型至連鎖運動用品店。然而，個案公司因所屬產業性質，導致內部有人才斷層的潛在危機，而與供應商互利合作的關係能否存續，則是永續經營的關鍵；另一項挑戰則是舊有的商業模式獲利下降。因此，本研究建議個案公司應持續強化顧客關係行銷，以維持並創造銷售業績；再者，也應持續尋找新的專案合作機會並培養接班人或領導者；最後，個案公司應持續代理新品牌及維持與舊有廠商關係，更重要的是應思考創新商業模式，永保企業競爭優勢。

關鍵字

運動休閒 ； 連鎖運動用品店 ； 品牌 ； 創新

並列摘要

With the increasing awareness of health issues, an increasing number of people in Taiwan participate in leisure sports, and has in turn supported a booming sports industry and sports retail chains. In recent years, international sports brands, such as NIKE, Adidas, and PUMA have set up new bases in the form of boutiques to increase their brand features and to present their brand appeal holistically. To understand their brand marketing strategy and the innovation planning process, this study used the qualitative methods ofSWOT, STP, and The Four Ps as the research framework to understand and analyze the industry in which the companies in the case study operate and its competitive landscape, followed by recommendations to individual companies based on their respective marketing strategy.The results of this study show that the companies in the case study adopted a localized near-market, near customer strategy for brand marketing, accumulated years of brand reputation and awareness, and boldly seized opportunities to innovate and transform from traditional operations to sports chains. However, given the nature of the sports industry, there are alsothe potential threats of talent gaps, while the businesses critically require sustained collaboration with and mutual benefits from suppliers. Firms also faced the other challenge of profit erosion from the old business model. Therefore, this study recommends that the companies in the case study to continue to strengthen customer relationship marketing to maintain and create new sales; further, they should continue to pursue new opportunities for project collaboration and groom successors and leaders. Finally, these companies should continue with the agency service for new brands whilst maintaining existing supplier relationships. Most importantly, they should consider innovative business models to sustain their long-term competitive advantages.

並列關鍵字

leisure sports ； sports chain ； brand ； innovation

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