政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/80176
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51055784      在线人数 : 1069
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/80176


    题名: 韓國奧齒泰有限公司在兩岸的品牌策略與績效
    其它题名: The Brand Strategy of OSSTEM Implant in China and Taiwan Market
    作者: 成教尚
    Sung, Gyo-Sang
    蔡奎載
    Chae, Gew-Jae
    贡献者: 政治大學
    关键词: 韓商策略;品牌;中國市場;植牙
    Korean firm;brand strategy;Chinese market;implant
    日期: 2008-11-01
    上传时间: 2015-12-31 10:57:24 (UTC+8)
    摘要: 被人們叫「世界的工廠」的中國大陸慢慢的失去以前的名聲，也慢慢得到全世界發展最迅猛的消費市場的稱號。開拓中國大陸內需市場已經成爲各個跨國企業的首要目標。尤其是對韓商和臺商，中國大陸的發展是不能忽略的絕好機會。其實，跨國企業的市場競爭是「品牌」競爭。由於發達國家和發展中國家，中國大陸企業和外資企業的技術隔差的減少帶來品牌和設計方面的激烈競爭。我們在身邊容易發現品質一樣的產品是否有貼一張小小的名牌，造成價格的差別完全不一樣。2000年以後在中國大陸市場的供過於求的情況下，品牌成爲消費者購物的首要條件。很多中國兩岸市場行銷專家認爲兩岸是信賴度比較低的市場。譬如說，「貨到付款」的買賣方式和食品，衛生，環境方面的安全問題仍然存在。在這樣的環境下，消費者自然而然的選擇擁有高信賴度的產品。品牌就意味著消費者對產品的信賴。所以，在中國和臺灣裏品牌的影響力是非常明顯。上述的背景下，本文透過文選探討，品牌策略分析，深度訪談的方法來瞭解 奧齒泰有限公司在兩岸提高其企業形象的策略。本文也引用品牌的基本理論和中國市場的環境因素，試圖提供奧齒泰公司未來在兩岸市場的品牌策略方向。奧齒泰有限公司已經在韓國品牌策略方面獲得相當好的成果。也在兩岸市場投資三四年的短短時間內使各個分公司的業績相當突出。通過本文，我們可以瞭解中國市場的特質以及外資企業的品牌策略。
    China is now called as “One of the Fastest Developing Market in the world”, while gradually losing its reputation as “The World’s Factory.” Opening up the Chinese market is the most important goal for multinational companies right now. Korean and Taiwanese firms, in particular, may not afford to miss the golden opportunity for their economic development. Brand strategy is therefore the focal point for the multinational firms to penetrate the Chinese market, in light of the fact that technical gap between developed nations and their developing counterparts is getting smaller, and competition among Chinese local firms and multinational firms are getting fiercer. Nowadays, it is clear that same quality of the product does not necessarily mean the same price. Small brand sets the price totally different. Since 2000, Chinese market’s supply exceeds its demand. In this circumstance, brand recognition became the focal factor for customers to choose a product. Many experts judge that mutual trust is lower in the Chinese market compared to other nations when it comes to business. For example, “to pay cash on receipt of the goods” business custom and safety problems on food, environment and sanitary conditions still exist. Under these circumstances, customers naturally choose those products that enjoy reliable, trustworthy images. ‘Brand’ translates into customers’ ‘Trust’ for the product. So, the effectiveness of branding is quite obvious in China and Taiwan market. Having mentioned the background, this paper seeks to understand OSSTEM Implant company’s brand strategy in China and Taiwan market through literary review, in depth interview measures. Through this paper, we can deepen understandings about the characteristics of the Chinese market and multinational firm’s brand strategy.
    關聯: 文化創意產業、品牌效應與跨界治理研討會—台韓商大陸投資跨國比較
    主辦單位:經濟部工業局／台北市文化局／工研院產業經濟與趨勢研究中心／台北市文化基金會／台北市兩岸經貿文教交流協會／台灣藝術大學圖文傳播藝術學系／政治大學中國區域經濟發展暨治理論壇／政治大學商學院／政治大學研發處／博物館電腦網路協會台灣分會加值應用小組
    舉辦日期:2008.11.01-2008.11.02
    数据类型: conference
    显示于类别:[2008文化創意產業.品牌效應與跨界治理研討會] 會議論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML2747检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈