系統識別號 | U0002-0307201918181500 |
---|---|
DOI | 10.6846/TKU.2019.00083 |
論文名稱(中文) | 以4E為概念的市場行銷策略研討: 惠新公司個案研討 |
論文名稱(英文) | The Marketing Strategies Analysis with Respect to 4E: A Case Study of Fashion Garment Ind, Co., Ltd |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 107 |
學期 | 2 |
出版年 | 108 |
研究生(中文) | 許博智 |
研究生(英文) | Raphael Hsu |
學號 | 605585347 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2019-06-17 |
論文頁數 | 61頁 |
口試委員 |
指導教授
-
曹銳勤
委員 - 陳怡妃 委員 - 劉祥得 |
關鍵字(中) |
策略 4P 4E 市場佔有率 |
關鍵字(英) |
strategies 4P 4E market share |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
惠新實業有限公司一直以來做為台灣服裝行業的頂尖領導者,擁有一流的品質與經濟價值。然而,當這個傳統的企業面對台灣男性內衣市場的未來以及數位時代所帶來的改變,通過傳統的行銷4P策略,該品牌將繼續努力通過提供更新的零售策略,品質控管來獲取利潤,在這個前提下,本研究的目的是深入研究新的4E行銷方法:經驗,情感,參與和獨特性。本研究將展示4E將如何幫助一家擁有51年歷史的公司在他的行銷部門做品牌拓展,隨後對惠新實業有限公司進行個案研究。贊助商業模式將作為分析框架合併到商業模式中。本研究採訪了四位經驗豐富的行銷專家,以了解4E的概念以及實施贊助商業模式的可行性。該研究最後討論了從研究中汲取的經驗教訓:4P不能被4E取代,但可以將這兩種工具做結合。 |
英文摘要 |
Fashion Garment Ind, Co., Ltd, have always been Taiwan’s top garment industry leaders, with top quality and economic value. Yet, when traditional business management struggles to foresee the future of the Taiwan men’s undergarment market and the adaptation of the new digital era based on the traditional marketing 4P strategies, this brand will continue to struggle to secure profits by providing newer retail strategies, quality control, customer management, innovative marketing strategies, racking up inventories, and etc. Under this premise, the purpose of this research is an in-depth look into the new 4E’s marketing method: experience, emotion, engagement, and exclusivity. This study will showcase how 4E is possible to help with the brand extension of a 51-year-old company concerning the marketing department, followed by a qualitative case study on Fashion Garment Ind, Co., Ltd. A sponsorship business model will be incorporated into a business model canvas as an analytic framework. Four experienced marketing expertise were interviewed to understand the concept of 4E and the feasibility of implementing the sponsorship business model. The study concludes with discussions of lessons learned from the research: 4P cannot be replaced by 4E but can combine the two tools. |
第三語言摘要 | |
論文目次 |
Executive Summary 1 An Analysis of Fashion Garment Ind, Co., Ltd 1 1. Introduction 1 1.1 Motivation for the Research 2 1.2 Main Objective 3 2. Literature Review 3 2.1 Experience 3 2.1.1 Sensory Experience 3 2.1.1.1 Visual 4 2.1.1.1.1 Case Study on Visual Merchandising 5 2.1.1.1.2 Visual Impulse Purchasing Behaviour 5 2.1.1.2 Scent 6 2.1.1.2.1 Shopping Motivation Regarding to Scent 7 2.1.1.3 Auditory 8 2.1.1.4 Taste 8 2.1.1.5 Tactile 8 2.1.2 Intellectual Experience 9 2.1.3 Social Experience 9 2.1.4 Pragmatic Experience 9 2.2 Emotion 10 2.2.1 Emotional Cross-Effects of Items on a Shopping List 10 2.2.2 Positive Emotion in Marketing 11 2.2.3 Employees’ Mood Impacts Customer Interaction 11 2.3 Engagement 11 2.3.1 Internet Engagement 11 2.3.2 Technology Engagement 12 2.4 Exclusivity 12 2.4.1 Retailer Exclusive and Unique Products 13 2.4.2 Product Exclusivity Flaws 13 2.4.3 Limited Store Hours 14 3. Case study on Fashion Garment Ind, Co., Ltd 14 3.1 A Humble Beginning of Fashion Garment Ind, Co., Ltd 14 3.2 Organizational Perspective 14 3.2.1 Patagonia 15 3.2.2 Iranian Blood Transfusion Organization 16 3.3 Succession Plan 17 3.4 Why Hypermarket and the Current Marketing Strategies does not Work Anymore 18 4. Managerial Implication 19 4.1 Sponsorships Introduction 19 4.2 Why Sponsor 19 4.3 Corporate Sponsorship 19 4.4 Sportswear Sponsoring Intercollegiate Athletic Departments 20 4.5 Why University Athletic Sports Program Need Fashion Garment Ind, Co., Ltd? 21 4.6 Suggested Business Model Canvas 21 4.6.1Key Partners 21 4.6.2 Key Activities 22 4.6.3 Value Proposition 23 4.6.4 Key Resources 23 4.6.5 Customer Relationship 24 4.6.6 Channels 24 4.6.6.1 Tangible 24 4.6.6.2 Intangible 25 4.6.7 Customer Segments 25 4.6.7.1 Demographic 26 4.6.7.2 Geographic 26 4.6.7.3 Psychographic 26 4.6.7.4 Socioeconomic 27 4.6.7.5 Behavioural 27 4.6.8 Cost Structure 27 4.6.9 Revenue Stream 28 4.7 Fashion Garment Ind, Co., Ltd Sponsoring University Athletic Departments? 28 4.8 Risk and Mitigations 29 4.8.1 Intergroup Conflict 29 4.8.2 Product Sensitivity 29 5. Methodology 30 5.1 Choosing a Research Methodology 30 5.2 Choosing a Method 30 5.3 The Interview Guide 30 5.4 Conducting the Interviews 30 6. Data Analysis and Interpretation 31 6.1 What is 4E 31 6.1.1 What is Experience 31 6.1.2 What is Emotion 32 6.1.3 What is Engagement 32 6.1.4 What is Exclusivity 33 6.2 Replacing 4Ps with 4Es 33 6.2.1 Thoughts on Replacing 4Ps with 4Es 33 6.3 All the Problems 34 6.3.1 Fashion Garment Ind, Co., Ltd Problems 34 6.3.2 Product Problems 34 6.3.3 Hypermarket Problems 35 6.4 Sponsorship Business Model 36 6.4.1 Familiarity with Corporate Sponsorship 36 6.4.2 Proposed Sponsorship Business Model 36 7. Conclusion 37 7.1 Limitations 38 7.2 Further Research Possibilities 38 References 40 Appendix 50 A. Interview Guide 50 B. Discussed Questions 51 C. Questionnaire 52 D. Sponsorship Business Model Canvas Checklist 53 E. Interviews 54 LIST OF TABLES Table 1. Relevant Potential Customers' Attributes Related to Sponsorship Business Model. 26 |
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