The marketing strategy of new product, Digital photo stamp as a live case

• Main Authors: WEN-BIN WU, 吳文斌
• Other Authors: Chung-Chau Chang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/11844184484932653889

碩士 === 國立臺灣大學 === 商學研究所 === 90 === How to convince consumer of an innovatory product just presented to the market? And how to break through the Break-even point of the product introductive period in the shortest time? That are the important issues what enterprises most concern. This research is pointed at these issues by taking the “Digital Photo Stamp” as a live example for further study and discussion, also assisted with the analysis and study on the prevailing commodities: “Print Club” and “Cartoon Stamp”. Also study the related marketing theory, such as consumer behavior, marketing segmentation, marketing strategy…etc. In the marketing planning stage of the live case, proceed many kind of marketing strategies such as: Product strategy, Pricing strategy, Marketing channel strategy, Promotion strategy, by referring to the related theory, then, during the plan executing period, modify the strategy adequately according to actual status to achieve the planning goal. The last phase of the research are “Consumer survey” and “Distributor interview” that can verify the possibility of every kind of marketing strategies and induct several factor to be the conclusion of the research. 1.What the motive for consumers to buy fashion products is attributed to novelty and prevailing. 2.It is effective to apply the Skimming Pricing Strategy to a new released product. 3.The successful result comes easier for a small amount founder who runs business in person with his own money than the one who offers money to hire someone else to run business for him. 4.Traditionally, Stamp is used as a credit assurance or a symbol of power and influence, but it also can be treated as prevailing product now. 5.The theory is meaningless without putting in practice. A proper marketing strategy can increase the successful possibility for a new released product.