台灣自創品牌進入中國市場行銷策略之研究

Penetration into China market with brand: A Case Study

張信崑(Shine-Kune Chang)

指導教授 ： 柯承恩 ； 李賢源

國立臺灣大學/管理學院/財務金融組/碩士(2015年)

https://doi.org/10.6342/NTU.2015.10642

摘要

「自創品牌」一直是台灣廠商最頭痛的的問題，本研究經個案公司的產品及市場因素構面的分析與文獻探討整理，進行台灣自創品牌進入中國市場行銷策略之實證分析，探討自創品牌廠商其主要採用何種行銷策略以及不同階段發展的行動方案。研究結果發現，台灣紡織品進軍中國市場時自創品牌廠商最重視因素為品牌形象，服務質量，銷售通路，技術水準等差異化策略，運用好的行銷策略可凸顯產品高價格定位。面對幅員廣闊的中國市場如何選擇通路型態，從專業直營、經銷到百貨商場的選擇等型態分析，在不同發展階段其通路型態，重視因素各有不同。本研究結論提供台灣自創品牌廠商必須建立其必備的核心競爭策略才能勝出，亦必須充分利用差異競爭策略提高企業的競爭能力。
企業如何透過塑造品牌故事，讓消費者產生品牌信賴，並養成強烈的品牌忠誠度，成為品牌的擁護者。本研究以個案公司試圖以競爭者的競爭態勢分析，找出品牌市場定位。配合豐富的品牌塑造案例，與企業品牌策略的經營分析，為台灣企業邁向品牌之路提供更多思考路徑，也協助台灣企業找到自己的品牌個性與機會。
中國大陸市場快速崛起，許多品牌公司紛紛投入以競奪此商機。雖然面對大陸龐大市場，台灣廠商現今所面對的市場競爭是有增無減的，再加上相當多的大陸廠商加入市場，讓整個市場的競爭壓力越來越大，假如廠商在品牌的差異性上無法維持領先，則與大陸或外來廠商的價格競爭是無可避免的，在這種激烈的價格競爭環境下，台灣廠商的利潤往往也會受到嚴重的侵蝕。因此，本研究希透過個案公司的研究，找尋自創品牌公司的經營之道，發展優質的行銷策略，以確保台商在中國市場競爭優勢，同時也希望整理出自創品牌經營中國市場的成功關鍵因素，以協助提供未來意欲進軍中國大陸品牌公司之參考依據。

關鍵字

自創品牌 ； 行銷策略 ； 通路型態 ； 成功關鍵因素

並列摘要

Branding has always been the most problematic issue for the Taiwanese companies. This research is arranged and discussed by the product of the companies and the analysis of the document in order to analyze how a Taiwanese brand enters the Chinese market and its marketing plans; on the other hand, it discusses the different plans of how a company uses its marketing strategy in different development stages. The result found what the Taiwanese textile companies focus the most when their brands enter the Chinese market are the image of the brand, the quality of the service, the selling channels, and the uniqueness of their technique. Using a proper marking strategy can magnify the high price position of the products. The focused factors for the different types of channels in different development stages when entering the Chinese market are how to choose the channels and the analysis of how to run the direct stores professionally ; how to find the good distributors; and how to choose the suitable department stores. This research concludes and offers the Taiwanese companies the winning points are to find the central competitive strength and to fully use the uniqueness in order to rise the competitiveness of a corporation.
This research also discusses how a company makes the customers the supporter of a brand by how to model the characteristic of a brand thus and so raise the indulgence and the loyalty of the brand. This could also provide the other Taiwanese companies which are also on the way of making its own brand the chances and experiences to find its own characteristic and opportunity of the self-made brands.
The Chinese market is raising rapidly, therefore many branding companies have participated themselves into it in order to get this excellent business opportunity. The stress of getting into the huge market and the competitiveness are getting larger for entering this market. If the Taiwanese companies cannot maintain the leading position of the uniqueness for the products, the competitive situation in product price is unavoidable. The profit for the Taiwanese companies will also confront severe damage. As a result, this study helps to find out the ideal operating system of how to run a brand company and to secure the advantage of the Taiwanese companies by finding out the ideal way to run a brand and to promote the marketing strategy. We also hope collect all the key success factors for entering the Chinese market for those who are planning to enter the Chinese market.

並列關鍵字

branding ； marking strategy ； types of channels ； key success factors

參考文獻

一、英文部份

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