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| Title: | 台灣女鞋業者之競爭優勢與策略研究-以個案公司為例
Research on competitive advantages and strategies of women shoes industry in Taiwan-case study |
| Authors: | 郭曼麗 |
| Contributors: | 郭維裕
郭曼麗 |
| Keywords: | 質性分析
個案研究
五力分析
SWOT分析 |
| Date: | 2011 |
| Issue Date: | 2012-10-30 10:59:40 (UTC+8) |
| Abstract: | 本論文以國產少女鞋品牌為研究對象，針對個案公司的品牌、資源整合、創新、以及行銷策略進行分析；並回顧個案公司如何因應產業環境與時代的變遷與國內市場發展之競爭策略。同時，本論文亦闡述個案公司現在及未來所面臨到的問題及挑戰，並針對問題提出因應對策與建議，以維繫企業永續發展及長期競爭之優勢。經由研究與分析本個案之後，所歸納的研究結論如下：
（一）個案公司能否在國內市場保有競爭優勢，關鍵在於產品是否能掌握市場脈動、滿足消費者心理、成功的行銷策略、以及良好的通路與企業內部的管理效能。
（二）個案公司在市場上，可能面臨到品牌定位模糊與市場飽和等問題。而持續獲利的關鍵在於，是否能透過市場區隔來鎖定特定的消費者，使品牌定位更加明確，以提高消費者對於品牌的忠誠度。
（三）個案公司對於中國內需市場的崛起，更應重視資源整合、營運策略、組織彈性。除了瞭解當地的文化與生活習慣外，對於氣候環境、材料的使用、相關法令與環保等問題，都必須深入探討，才能面對環境快速變化的挑戰。
This paper is going to analyze the market of shoe brands for young ladies. In the beginning, it will focus on the analysis on the brand development, sources integration, creativity, and marketing strategy of the case company. With the analysis information, it will be discussed about how to cater to the industrial environment, the trends, and the shifts of domestic market in Taiwan, therefore, to develop the competitive strategies for the future. At the same time, this paper will articulate the difficulties and challenges the case company faced after entering China market, and come up suggestions to solve these problems. These are all for making corporation development and long-term competitive superiority sustainable. After going through the former steps, it can be concluded that:
(1) The keys of case company to hold the edge, in the domestic market, are whether it can keep the pace with the market trends, fulfill the consumers’ needs, stage effective marketing strategies, complete the distribution channels, and achieve the internal managerial efficiency.
(2) The case company would probably face problems, like ambiguity of brand positioning and saturation of the market. The lasting profitability is from using brand segmentation to target the specific consumers, and make the brand positioning clearer, to raise the loyalty of consumers to the brands.
(3) Being confronted with the rise of Chinese domestic demands, the case company is supposed to build up the resources integration, operational plans, and the structure flexibility. In addition to the local culture and habits, it is needed to probe into the local climates, the usage of the materials, and the concerning regulations and environmental problems. After that, the case company could then settle every challenge from the ever-changing market.
第一章 緒論 7
1-1 研究目的 7
1-2 研究架構 7
第二章 文獻回顧 8
2-1 產業回顧 8
2-2 文獻探討 14
第三章 研究方法 25
3-1 研究設計 25
3-2 研究執行程序 28
第四章 個案分析 29
4-1 兩岸產業之沿革 29
4-2 個案公司簡介 33
4-3 個案公司的品牌管理 36
第五章 個案公司之行銷策略 44
5-1 行銷策略之一 46
5-2 行銷策略之二 49
5-3 行銷策略之三 52
5-4 行銷策略之四 55
5-5 小結 57
第六章 分析與結論 57
6-1 SWOT分析與五力分析 57
6-2 研究發現 66
6-3 未來展望 67
參考文獻 67 |
| Reference: | 陳進生，鞋匠集。台灣：台灣區製鞋工業同業公會，1987。
廖明鈺，台灣製鞋產業之競爭策略-以寶成工業股份公司為例。國立交通大學，2006。
蔡正偉，台灣製鞋產業經營模式之建構-以個案公司為例。靜宜大學，2009。
邱志聖，滾動吧 品牌TW！行銷全球的贏家策略。台灣：天下文化，2009。
Jr., William D. Perreault, E. Jerome Mc Carthy, and Joseph P. Cannon, Basic Marketing : A Marketing Strategy Planning Approach, 17th edition, Boston: Mcgraw-Hill College, 2009.
Keller, Kevin Lane, Strategic Brand Management Building Measuring and Managing Brand Equity, 3rd edition. New Jersey: Prentice Hall, 2008.
Aguilar, Francis, Scanning the Business Environment. New York: Macmillan, 1967.
Yin, Robert K, Case Study Research: Design and Methods.
宗翰，2012我國鞋類製造業分析，18565，2011。取自台灣經濟研究院產經資料庫：http://tie.tier.org.tw/
游宗翰，鞋類製造業基本資料，18174，2011。取自台灣經濟研究院產經資料庫：http://tie.tier.org.tw/
胡月鳳，永恩集團行銷達芙妮女鞋到中國大陸，2002。取自網路：http://web.niti,edu.tw/~mhlai/inmkt/91/Daphne.doc |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932174
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099932174 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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