A Global Brand Positioning Strategy-A Four-stage Process of Harmonization

全球品牌定位策略－四階段融合模式

謝明慧(Ming-Huei Hsieh) ； 黃秀英(Hsiu-Ying Huang)

《行銷科學學報》 4卷2期 (2008/10) Pp. 99-116

摘要

本論文以個案分析法探討全球品牌定位過程。針對一家成功的新全球品牌公司進行深入研究發現，全球品牌定位策略可以透過四階段的融和模式產生。定位策略發展過程中，融合了三組看起來似乎對立的元素：東方與西方文化、歷史遺產與現代創新、精緻工藝與大量生產。這三組元素歷經學習與吸收、萃取與產生、重新發明、制度建立四個階段，融合產生一獨特的全球定位主題：自然與人性。此定位主題擁有吸引橫跨國界及貫穿世代消費者的能力。本研究的結果對擬開發全球品牌公司如何產生定位策略，提供一個新的思考角度。

關鍵字

全球定位策略 ； 全球品牌 ； 全球市場區隔 ； 水平市場區隔

並列摘要

This paper conducts an in-depth case study of a young and successful global brand company to explore the global brand positioning process. Evidence shows that generation of global brand positioning is a process of harmonization. There are at least three pairs of seemingly contrasting elements need to be harmonized to generate a unique brand positioning. The three fusions are: western and eastern cultures; historical heritage and modern innovation; hand-craftsmanship and mass-production. These are harmonized to compose global brand positioning of brand themes, product design principle and product physical features. The harmonizing process occurs through four important sequential stages: learning and absorbing, extracting and engendering, inventing, and institutionalizing. Through the process a time enduring universal appeal, nature and humanity, for the products across generations and borders is developed. The identified themes assist a firm to develop effective global market segmentation and positioning strategy in dynamic global market.

並列關鍵字

global brand positioning ； global segmentation ； horizontal segment ； vertical segment

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