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| Title: | 獨家經銷代理商： 專業美髮國際品牌成功擴張的關鍵因素
Navigating Exclusive Distribution: Key Factors for Successful International Brand Expansion in the Professional Haircare Industry |
| Authors: | 白紹筠
Bai, Bianca |
| Contributors: | 蔡政憲
Tsai, Cheng-Hsien
白紹筠
Bianca Bai |
| Keywords: | 經銷商品牌關係
品牌管理
Distributor-brand relationships
Brand management |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:12:53 (UTC+8) |
| Abstract: | 無
The primary objective of this research was to investigate the resources that professional hair care brands can provide to their distributors to effectively adapt their brands in international markets, with a particular focus on Taiwan. By exploring these resources, the research sought to enhance the existing knowledge base and provide valuable insights for industry professionals involved in distributor-brand relationships and brand management. The purpose was to validate existing literature findings and gather fresh insights from industry professionals. To achieve the research objectives, a comprehensive literature review was conducted to identify key factors and strategies related to distributor-brand relationships and brand management. Based on the findings from the literature review, interview questions were developed, and interviews were conducted with three experienced distributors in the professional hair care industry in Taiwan. The interviews aimed to gather firsthand perspectives and insights that may not be readily available within the existing literature. The research highlighted the importance of collaboration and support between brands and distributors in a competitive market. Brands can assist distributors through value-added services, exclusive products, and effective marketing tools, enabling them to differentiate themselves and meet consumer preferences in international markets. Specific practices, such as releasing culturally aligned gift sets, were found to drive sales. These insights emphasize the significance of collaborative strategies and resources for successful brand adaptation, guiding managers in the professional hair care industry to foster strong distributor-brand relationships and drive sustainable growth in international markets.
Keywords: Distributor-brand relationships, Brand management |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
110933015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110933015 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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