The Study of Brand Marketing Strategy for Taiwanese Woman Shoes Manufactures in China—Case Studies of Daphne and Stella Luna
| Autor: | Huang, Hui-Shan, 黃惠珊 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Shoes manufactures is a highly labor-concentrated industry. It follows cheap labors from country to country. From 1960s, shoes industry shifted from Japan to Taiwan and produced 369 billion pairs in 1986. However, at the same year, the appreciation of New Taiwanese Dollar and the shortage of human-power lead to the decline of the shoes industry. As the result, the original equipment manufacturers (OEM) of shoes removed to China or South-East Asian Nations. In recent years, the economics blossom in China which causes manufactures of shoes to face dilemma again: transform or re-shifted. If re-shifted, the same problem will be faced again in the future. Therefore, considering about the trend and advantages of branding, many OEM companies would like to transform to original brand manufacturers (OBM) for sustainable business. The purpose of branding is to build brand equity, and which is established in consumer’s mind by marketing strategies. The well-known marketing strategies are 4Ps: Product, Price, Place and Promotion. Nowadays, Product strategy becomes more and more significant than the others. One of the purposes of the study is to verify the statement. On the other side, the most common used Likert scale is insufficient to study consumer’s thoughts; hence, the study is using Kano Two-Dimensional Model to conduct questionnaire and analysis. Believing the application of Kano model has better interpretation. In whole, the study used case studies of Taiwanese brands in China market, Daphne and Stella Luna, to capture the successful marketing elements. After merging two brands’ elements and converting into questionnaire, the questionnaire was conducted by both Chinese and Taiwanese female consumers and analysis by Kano model. According to the result, marketing strategies have characters of Kano model. Brand marketing strategies should base on target market and position as Must-be Quality Elements and product strategy as One-Dimensional Quality Elements. After brand built, utilize promotion strategy as Attractive Quality Elements to promote customer satisfaction. Regards to Daphne, the result suggests to review its product strategy as Must-Be Quality Elements; to Stella Luna, the study recommend to exam its promotion and place strategy. Last, there are slightly differences between Taiwanese and Chinese consumers. While making the strategies to different places, the brand should keep the differences in mind. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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