政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152455

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152455

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题名:	新創電輔車品牌之整合行銷傳播策略研究—以K品牌為例 Examining the Integrated Marketing Communication Strategies for Electrically Power Assisted Cycles — A Case Study of Startup Brand K
作者:	林若同 Lin, Jo-Tung
贡献者:	陳冠儒 Chen, Kuan-Ju 林若同 Lin, Jo-Tung
关键词:	電動輔助自行車消費者旅程整合行銷傳播 Electrically Power Assisted Cycle Customer Journey Integrated Marketing Communications
日期:	2024
上传时间:	2024-08-05 12:15:21 (UTC+8)
摘要:	隨著全球暖化加劇，環境和社會永續議題變得日益重要。世界各國開始關注永續經營和減碳議題，企業也紛紛制定永續發展策略，希望實現永續轉型並投身綠色經濟。許多國家和地區宣布或正在商議在2050年實現「淨零排放」的目標，因此推動電動車產業蓬勃發展，同時也將目光轉向了電動輔助自行車。電動輔助自行車相較於傳統燃油汽車以及電動車，大幅減少了空氣污染物的排放，其購買成本也遠低於兩者。而相對於活動範圍較為接近的機車與自行車，電輔車比機車更為環保，需要的活動量又低於傳統自行車，其舒適性和機動性使電輔車受到了消費者的青睞，尤其適合有短程交通和都市活動需求的消費者。 K品牌的母公司原為資訊科技產業製造商，為跟上永續經營的趨勢，進入了電動輔助自行車產業並成功建立品牌。他們選擇日本作為海外市場的首要目標，以新進者之姿，成功在日本自行車市場立足並拓展知名度。因此本研究將探討K品牌如何利用自身優勢和永續發展目標，透過整合行銷傳播，在日本消費者心中成功建立印象。本研究將重點探討K品牌在當地的行銷策略，以整合行銷傳播為主要框架，探究其於消費者旅程中的各個接觸點，如何利用不同傳播工具與溝通模式，在相對成熟的日本電輔車市場推廣全新品牌，進而拓展市場佔有率。透過對K公司的深入研究，探討跨界進入電輔車市場過程中的立足策略與決策制定。 As global warming intensifies, environmental and social sustainability issues are becoming increasingly critical. Countries around the world are beginning to focus on sustainable business practices and carbon reduction, with companies increasingly focusing on climate change and reducing carbon footprint. Many countries and regions have announced achieving "net zero emissions" by 2050, driving the vigorous development of the electric vehicle industry and shifting attention to Electrically Power Assisted Cycle (EPAC). Compared to traditional gasoline cars and electric vehicles, EPACs significantly reduce emissions of air pollutants and have a much lower purchasing cost. Relative to motorcycles and traditional bicycles, electric-assist bicycles are more environmentally friendly and require less physical exertion, making them favored by consumers, especially for short-distance commuting and urban activities. The parent company of Brand K, originally a manufacturer in the IT industry, entered the e-bike industry to align with sustainable trends, successfully establishing its brand. Choosing Japan as their primary overseas market, they entered the Japanese market as newcomers, successfully establishing a presence and expanding their reputation. Therefore, this study will explore how Brand K utilizes its strengths and sustainable development goals to create an impression among Japanese consumers through integrated marketing communications. This study will focus on Brand K's local marketing strategies, using Integrated Marketing Communications (IMC) as the main framework, exploring how they utilize various touchpoints in the consumer journey and leverage different communication tools to promote the brand in the mature Japanese EPAC market and expand market share. Through in-depth research, it examines the strategies and decision-making involved in entering the electric bicycle market across industries.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363089
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