本研究欲瞭解國內文化創意產業之後發品牌,在面對知名品牌的競爭環境下,如何有效建立後發品牌的行銷策略模式。文化創意產業具有創造性、藝術性、以及內化美學的表達,其生成的後發品牌往往具有獨特性,具有研究價值。本研究以國內文化創意產業之陶瓷工藝的後發品牌─八方新氣為例,探討後發品牌的市場分析以及該品牌之品牌定位、行銷組合策略為何,並藉由個案研究法、深度訪談法以及文獻分析法三種方法進行研究,以達資料來源驗證之目的,經過交叉分析的方式建構強而有力的信、效度分析,並提出本研究的主要發現。 本研究發現,後發品牌可透過策略性品牌分析的自我分析、顧客分析、競爭者分析、後進者競爭優勢及核心價值,透過這幾個構面以進行市場分析,其主要的精神就是要去檢視目前市場動態、評估競爭者優劣勢,以促進並改善整企業後續策略性的決定,例如品牌定位、行銷組合策略等,以達公司品牌策略的目標。而在進行後發品牌市場分析後,接著便是藉由市場分析的結果形成品牌定位,運用其定位屬性來與競爭者做區隔,並有助於在目標市場中選擇適當的行銷組合。 本研究期許透過研究之結果與建議,將使後發品牌業者在發展品牌時,能清楚知道應該如何分析其市場現況、如何定位品牌,與可能產出之行銷組合策略為何,同時也能提供有意從事相關領域研究的學者,作後續研究與改進之參考。
This study attempts to find out how latecomer brands in Taiwan’s cultural and creative industry effectively establish their marketing strategy in the face of competition from well-known brands. Latecomer brands in the cultural and creative industry are often unique and worthy of study as the industry itself is about the expression of creativity, art and internalized aesthetics. Using the example of NewChi – a latecomer brand in ceramic crafts, this study analyzes the latecomer brand market, discusses its brand positioning and marketing mix, and validates the sources of data through case study, in-depth interview and literature analysis. A strong, credible and effective analysis is established through cross analysis, culminating in major findings. Analysis of the latecomer brand market may be conducted through the three components of strategic brand analysis, i.e. self-analysis, customer analysis and competitor analysis, and analysis of competitive advantage and core value. The chief purpose is to examine the current market situation, and evaluate competitors’ strengths and weaknesses, in order to promote and improve the company’s follow-up strategic decisions, e.g. brand positioning and marketing mix, achieving the objective of the company’s brand strategy. After analysis of the latecomer brand market, the result is used to form brand positioning. Differentiating itself from competitors will help the company choose the appropriate marketing mix in the target market. It is hoped that, through the study’s result and recommendation, latecomer brand operators would know clearly how to analyze market situation, position their brand and create a marketing mix when developing their brand. At the same time, the study will provide reference for academicians in the related fields to continue the research and improvement.