政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/50947

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/50947

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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/50947

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題名:	有效運用媒體創造成功的行銷計劃-以UNIQLO在台灣上市為例 Building a successful marketing plan by effective media – case study of UNIQLO launch in Taiwan
作者:	林茂生 Lin, Cindy
貢獻者:	吳文傑 Wu, Jack 林茂生 Lin, Cindy
關鍵詞:	媒體行銷計劃 UNIQLO 上市 Media Marketing Plan UNIQLO Launch
日期:	2010
上傳時間:	2011-09-29 18:20:05 (UTC+8)
摘要:	Media is a vital l in building a global brand, in both awareness and preference creation stages. To become a true worldwide fashion retailing leader, UNIQLO employed massive communication in order to promote its products as well as announce the launch in Taiwan. The first campaign has successfully attracted young generation with proven media and sales results. In 2010, other giant fashion apparel brands Zara, H&M will enter Taiwan after UNIQLO, it’s critical for UNIQLO to tackle the competitions and ensure its growth and suitability in the market. 1 Background……………………………………………………………..1 1.1 Branding and Global Marketing……………………………….1 1.2 Role of Media in Building Global Brands……………………..1 2. Introduction of UNIQLO………………………………………………3 2.1 Background…………………………………………………….…3 2.2 Product and Technology………………………………………….4 2.3 Operation Model……………………………………………….…6 2.4 Expert Technical Guidance (Takumi Team)………………….…..6 3 Business Development…………………………………………………..7 3.1 First Store in Japan…………………………………………….…7 3.2 Expansion in Japan and Worldwide………………………………7 4 Building A Global Brand……………………………………………….9 4.1 The Milestone……………………………………………………..9 4.2 Brand Mission…………………………………………………….9 4.3 “Made for All” Statement…………………………………………9 4.4 Identity…………………………………………………………..10 4.5 Selection………………………………………………………….10 4.6 Communication & Differentiation……………………………….11 5 Global Advertising……………………………………………………..13 5.1 Advertising Philosophy………………………………………….13 5.2 Speaks Person……………………………………………………13 5.3 TV Commercial…………………….……………………………13 5.4 Print Ads…………………….…………………….………….…13 5.5 Internet………………………………………………………….14 5.6 Quality Management…………………………………………….15 5.7 Competitive Analysis…………………………………………….16 6 Launch in Taiwan………………………………………………………17 6.1 Background……………………………………………………..17 6.2 Target Consumer………………………………………………..17 6.3 Launch Campaign……………………………………………….17 6.4 Media Strategy…………………………………………………. 17 6.5 Results…………………………………………………………..21 6.6 Next Steps ………………………………………………………21 7 Conclusions……………………………………………………………24 7.1 Continue Brand/ Sales Momentum……………………………24 7.2 Maintain Clear Brand Strategy and Message…………………24 7.3 Always Provide New News to Market………………………..25 7.4 Building Virtual Store to Further Expand Business…………..25 7.5 Implications to Other Giant Fashion Brands…………………….26
參考文獻:	1. Judd associates (n.d.) Brand Strategy: Introduction (http://www.juddassoc.com/brand-strategy) 2. Chevorn, J.R. (1995) Global Branding, Advertising Age 3. Carat Media Co. (Nov. 2010) Carat Media Weekly Report, No. 559 4. AC Nielsen Research (2009) AC Nielsen Media Index 5. Tadashi Yanao (Nov. 2010) Issho Kyuhai一勝九敗 6. Katayama Osamu (Dec. 2010) Yanai Tadashi No Mikata Kangaekata全世界都穿UNIQLO 7. Hill, Charles W.L. (2007) International Business: Competing In The Global Marketplace 8. Fast Retailing Website, UNIQLO Business (http://www.fastretailing.com/eng/group/strategy/)
描述:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 92933014 99
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0092933014
資料類型:	thesis
顯示於類別:	[國際經營管理英語碩士學程IMBA] 學位論文

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