The Study of Marketing Strategies of Character Licensing Agents
| Autor: | Nien-Tzu Cheng, 鄭念慈 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 According to LIMA(International Licensing Industry Merchandisers’ Association) Licensing Industry Survey 2010, Character part is 47% accounting for the whole estimated licensing revenues, which is the most profitable and stable one, and the situation is the same in Taiwan. There are tree types brand licensing enterprises in Taiwan: 1.branch office, 2.agents, 3. company with Taiwanese brand. The study choice the most familiar type of them : agents, to be target of research. The logo, character, and design are the core resource to agents, needs to be managed. Due to these, marketing strategies as the topic, using copyright law and marketing theory to be structure of research. Below are the key study points- 1) to analysis the factors of character licesing agents about whether to be a brand agent; 2) to learn the marketing strategies of character licensing agents; 3)to learn the parallel imports dilemma the character agents facing with; 4) to explore the illegally pirated challenges the character agents facing with. The study goes to depth interviews, going interview with each agent through the research construction and interview outline. Here are the findings: 1) the character licensing items are made up by 1.merchandise licensing 2.complimentary licensing 3.promote licensing, each of them has its own way to charge; 2) two ways would make effect when agents considering to run brand: 1.how many resources the brand have, 2. will the brand complementary my products; 3) how a agent run marking depends on the background and history of the agent; 4) the parallel imports strike against in market indeed, what’s the worse is to broken the relationship between international agents; 5) agents use the copyright law and trademark law run to protect their copyright, and when they encounter illegal affair, based on their interests, agents tent to ignore it. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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