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    题名: 品牌重塑營運策略之研究-以台灣行李箱公司為例
    Research on Brand Repositioning Business Strategies-A Case Study of a Taiwanese Luggage Company
    作者: 賴淑芬
    Lai, Shu-Fen
    贡献者: 詹文男
    尚孝純
    Tsan, Wen-Nan
    賴淑芬
    Lai, Shu-Fen
    关键词: 消費者角度
    品牌重定位
    營運策略
    行李箱
    維修
    新冠疫情
    Consumer Perspective
    Brand Repositioning
    Operational Strategies
    Luggage
    Repair
    COVID-19
    日期: 2023
    上传时间: 2024-01-02 15:19:46 (UTC+8)
    摘要: 2020年對於觀光旅遊相關業者而言，帶來了前所未有的挑戰，主要源自新冠疫情的爆發。這場全球性疫情對旅遊業帶來了嚴重的衝擊，自2020年3月起，國際間紛紛實施邊境管制措施，導致出入境旅遊幾乎完全中斷。曾一度蓬勃發展的旅遊產業瞬間變成了「旅遊慘業」，旅行社業者的營收相較於2019年同期急劇下滑，下跌幅度超過95%，呈現出類似「雪崩式」的下滑趨勢。
    在這一環境中，L行李箱公司也受到了影響。過去，他們主要以初步評估市場需求的方式（Business to Customer）來決定產能投入，卻未深入了解市場端的情況。然而，新冠疫情的爆發為他們提供了重新思考市場策略的機會。同時，他們希望積極推廣維修業務，但發現過去並未深入了解2C消費客群的特點，這導致資源投入方向不明。因此，L行李箱公司決定重新審視他們的策略，從消費者角度（Customer to Business）重新了解客戶需求，探索市場機會，同時發揮企業的優勢。
    本研究探討個案L行李箱公司可以透過品牌重定位來因應環境變遷，找到更清晰的品牌結構和品牌文化，同時明確品牌轉型的方向。此外，可以根據新的品牌定位，研究了如何制定新的營運策略以滿足市場需求。研究還關注了品牌訴求不明確、溝通訊息混亂以及對客群的洞察不足等問題，並提供了相應的建議，以實現品牌重定位，為未來的發展制定新營運策略。
    In 2020, for businesses in the tourism and travel-related industry, an unprecedented challenge emerged primarily due to the outbreak of the COVID-19 pandemic. This global health crisis had a severe impact on the travel industry, as international borders started implementing stringent control measures from March 2020 onwards, resulting in a near-complete halt in inbound and outbound tourism. The once thriving travel industry suddenly transformed into a "tourism catastrophe," with a sharp decline in revenue for travel agencies, exceeding 95%, compared to the same period in 2019, resembling an avalanche-like downward trend.
    Amidst this challenging environment, L Luggage Company was also affected. They had previously relied on preliminary assessments of market demand (Business to Customer) to determine their production capacity without gaining a deep understanding of the market itself. However, the outbreak of the COVID-19 pandemic offered them an opportunity to reconsider their market strategies. Additionally, they aimed to actively promote their repair services during this period but realized their lack of understanding about the characteristics of 2C consumer groups, leading to an unclear direction for resource allocation. As a result, L Luggage Company decided to reassess their strategies, shifting their focus to understand customer needs from a consumer perspective (Customer to Business), explore market opportunities, and leverage their company's strengths.
    This study investigates how L Luggage Company, as a case study, leveraged brand repositioning to adapt to changing circumstances, finding a clearer brand structure and culture, while also defining the direction for brand transformation. Furthermore, based on their new brand positioning, the study explores the development of new operational strategies to meet market demands. The research also addresses issues such as unclear brand appeals, confusing communication messages, and insufficient insights into customer groups, offering corresponding recommendations to achieve brand repositioning and establish new operational strategies for the future.
    參考文獻: 中文部份
    菲力浦·科特勒博士，(1960)。營銷術語詞典。美國: 美國市場營銷協會(AMA)

    英文部分
    1.Bogdan, R. C., & Biklen, S. K. (2006). Qualitative Research in Education: An Introduction to Theory and Methods: United States Edition.
    2.Collins, J.C. & Porras, J.I. (1996). Building your company’s vision, Harvard Business Review.
    3.Eisenhardt, K. M. (1989).Building Theories from Case Study Research. Academy of Management Review,14(4),532-550
    4.Judit Ruiz Ricart, What is the marketing funnel and how does it work?, June 05,2023, Form: https://www.wix.com/blog/marketing-funnel
    5.Judit Ruiz Ricar, What Is the Marketing Funnel and How Does It Work?, Apr 22, 2021
    https://www.a2cseo.com/post/what-is-the-marketing-funnel-and-how-does-it-work
    6.Jess McHugh. (2016). A Brief History of the Modern Suitcase, Form: https://www.travelandleisure.com/style/travel-bags/history-of-suitcase
    7.Myers, M. D. (2013). Qualitative research in business and management, Sage.
    8.Mason, J. (2002). Qualitative researching(2nd ed. ) London: Sage
    9.Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of Advertising Research, 28(1), 11–31.
    10.Smith, J. K. (1983). Quantitative versus Quantitative Research: An Attempt to Clarify the Issue. Educational Researcher, 12(3), 6-13.
    11.Van Maanen, J.(1979). Reclaiming Qualitative Methods for Organizational Research Administrative Science Quarterly,24,520-526
    12.Yin, R. K. (2003). Case study research: Design and methods, 3rd edn. Applied Social Research Methods Series, vo1. 5: Sage Publications, Thousand Oaks.
    13.Yin, R. K. (2009). Case study research: Design and methods, 3rd edn. Applied Social Research Methods Series, vo1. 5: Sage Publications, Thousand Oaks.

    網際網路部份
    1.Euromonitor 前瞻產業研究院，2009-2019 年全球箱包行業市場銷售額統計及增長情況，上網日期2023年4月6日檢自https://zhuanlan.zhihu.com/p/387342874
    2.ＭＢＡ智庫•百科，PEST 分析模型，上網日期2023年6月5日，檢自:https://wiki.mbalib.com/zh-tw/PEST%E5%88%86%E6%9E%90%E6%A8%A1%E5%9E%8B 。
    3.ＭＢＡ智庫•百科，三圈理論概述，上網日期2023年6月5日，檢自:https://wiki.mbalib.com/zh-tw/%E4%B8%89%E5%9C%88%E7%90%86%E8%AE%BA。
    4.PRO360，SWOT分析是什麼？SWOT分析怎麼做？，上網日期2023年6月4日，檢自: https://www.pro360.com.tw/guide/what_is_swot_analysis
    5.世紀秘書，民營企業品牌塑造，上網日期2023年6月8日，檢自:https://www.1mishu.com/lunwen/jjgl/jinji/200906/142605.html 。
    6.交通部觀光署觀光統計資料庫，來臺資料Inbound visitor，上網日期2023年08月08日，檢自:https://stat.taiwan.net.tw/inboundSearch 。
    7.知乎，全球市場規模，上網日期2023年08月08日檢自:https://zhuanlan.zhihu.com/p/387342874)
    8.維基百科，自由的百科全書，PEST 分析，上網日期2023年6月5日，檢自:https://zh.wikipedia.org/zh-tw/PEST%E5%88%86%E6%9E%90 。
    9.維基百科，自由的百科全書，SWOT分析，上網日期2023年6月5日，檢自:https://zh.wikipedia.org/zh-tw/%E5%BC%B7%E5%BC%B1%E5%8D%B1%E6%A9%9F%E5%88%86%E6%9E%90 。
    10.盧奕昕，設計思考 ，上網日期2023年06月5日，檢自:https://www.shoppingdesign.com.tw/post/view/8710? 。
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    110932418
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110932418
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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