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| Title: | 家電品牌之整合行銷溝通模式研究—以東元家電為例
A Study of Integrated Marketing Communication of a Household Appliance Brand: TECO Household Appliance as an Example |
| Authors: | 梁怡蓁
Liang, Yi-Chen |
| Contributors: | 張愛華
Chiang, Hsu-Hsin
梁怡蓁
Liang, Yi-Chen |
| Keywords: | 整合行銷傳播
台灣家電品牌
品牌老化
Integrated marketing communication
Household appliance
Brand outdated
Online marketing |
| Date: | 2017 |
| Issue Date: | 2018-09-03 16:02:58 (UTC+8) |
| Abstract: | 台灣傳統家電品牌成立多超過半世紀，產業型態為寡占競爭市場。隨著台灣加入WTO，許多具有品牌力的家電品牌(日韓或是歐美)進入台灣市場，並且受到消費者的青睞；科技的發達，亦讓原本不屬於家電產業的消費性電子品牌商踏入市場，加劇家電品牌的競爭程度。
面對競爭者之外，台灣家電品牌亦日益浮現品牌老化的跡象。品牌接觸不到年輕的消費族群，且過去獲得消費者認同的品牌形象以及產品已不再激起市場的興趣，台灣家電品牌不得不思考如何再造全盛時代。
本研究以東元家電為例，以個案分析法以及質化訪談法探討東元家電如何透過整合行銷傳播模式，讓品牌重振活力，掌握年輕目標消費族群的需求。透過個案分析法，先初步了解東元家電之整合行銷傳播之程度，以及品牌所面臨的問題後，檢視社群行銷及官方網站形象再造專案之策略考量、執行方式以及效益，並以與公司內部策劃執行人員深入訪談，了解公司更高層級針對整合行銷傳播操作的考量以及策略思維、未來目標等；最後，以問卷調查法了解消費者選購家電之習慣偏好與考量，及對品牌的態度，並評估社群行銷專案的執行是否真有讓品牌走向年輕化。
根據本研究結果，社群廣告的生動、時尚化確實能讓年輕消費族群認知品牌的年輕化，故建議東元家電可持續以創新、不過度浮誇的廣告傳遞產品特點；發展數位行銷之時，也應均衡發展實體通路活動，以獲取實際銷售額；此外東元家電也應不斷追求產品的創新與品質，並定期監測口碑反映、作行銷效益分析，發展顧客關係管理，以持續推出符合市場需求之產品，常保品牌活力。
In Taiwan, most of the household appliance brands have served the market for more than half a century. As time goes by, more and more competitors with strong brand powerand technologyadvancement entered Taiwan market. In this circumstance, brand outdated problem in Taiwan household appliance company has been ever more obvious than before.
The research takes TECO household appliance company as an example, to examine the current status of household appliance industry in Taiwan and brand situation of TECO. Specifically, the research discusses the challenges of TECO on marketing implementation and the progress of integrating marketing communication by using documentary analysis,in-depth interview,survey resarch, and case analysis.
In addition, the research examines effects of programs that executed an integrated marketing communication strategy: whether the new ads really convey younger brand image to target audiences and whether the brand attitude has been changed after the integrated marketing communication strategy has been executed. In attempt to discuss these issues, the research uses quantitative analysis to test interviewee’s attitude by watching two set of social media ads which represent different style. According to the research findings, social media ads that are active or fashion could make young generation consumers find out brand’s reengineering. The research concludes that the coordination between physical accesses, online social media, and e-Commerce can better communicate with young consumers.By establishing CRM, keep tracking marketing KPI,TECO can have a better brand performance. |
| Reference: | 中文文獻
1. 丁瑞華(2012)，品牌管理-策略性思考與實踐。新北市：普林斯頓有限公司
2. 徐世同(譯)(民102)。策略品牌管理(第四版)(原作者：Kevin Lane Keller)。臺北市：華泰文化(原著出版年：2012)
3. 陳本榕(民98)。台灣地區家電產業之經營策略研究-以T個案公司為例(未出版之碩士論文)。國立政治大學，臺北市。
4. 陳倩(譯)(民105)。品牌王道(原作者:David Asker)。臺北市：大雁出版(原著出版年：2014)
5. 戴國良(民101)。數位行銷。臺北市：五南圖書出版股份有限公司
6. 杜玉蓉、周佳樺、陳志銘、郭庭魁、蕭幼麟(譯)(民94)。消費者行為(第六版)(原作者:Michael R.Solomon)。臺北市：台灣培生教育出版股份有限公司(原著出版年：2003)
7. 吳家德、葉鳳強(民101)。整合行銷傳播理論與實務。臺北市：五南圖書出版股份有限公司
8. 謝孟玹等人(民99)，電子零組件產業年鑑。新竹縣：工研院產業經濟與趨勢硏究中心
英文文獻
1. Andree, T & Sugiyama, K (2011). The Dentsu way: Secrets of CrossSwitch Marketing from world Most Innovative Advertising agency. New York:McGraw-Hill Education.
2. Batra, Rajeev & Keller, Kevin Lane. (2016). Integrating Marketing Communication: New Findings, New Lessons, and New Ideas. Journal of Marketing. Advance online publication. doi: 10.1509/jm.15.0419
136
3. Hill, C.W.L., & Jones, G.R. (2007). Strategic Management Theory: An Integrated Approach(7th Ed). Boston: Houghton Mifflin.
4. Keller, Kevin Lane. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program.Journal of Advertising.Advance online publication. doi: 10.1080/00913367.2016.1204967
5. Percy, Larry. (2008). Strategic Integrated Marketing Communication. USA: Routledge.
6. Porter, Michael E. (1980). CompetitiveStrategy.New York: Free Press.
7. Solomon, Michael R. (2005). Consumer Behavior: Buying, Having, and Being. USA: Pearson Education. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104363101 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.045.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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