| Summary: | 碩士 === 元智大學 === 管理研究所 === 96 === In order to gain in predominance position in this fierce market, every company had detruded all kinds of marketing strategies to compete with rivals; among these strategies, the predominance can be gained via product quality, customer service, advertising, fine design and PR campaign, but which one is the best? There is no such standard answer to that, or you can say that all of these are the possible medias to promote company competitive advantages. But there is one efficient way to integrate all company activities, which is so called “Branding”.
This research is mainly to provide a framework of “the relationship between brand equity and value activities of the industry of the luxury imported vehicle in Taiwan ” via references and industry analysis and also to provide the conclusion and suggestion of it through case study.
According to the study, the brand equity include customer satisfaction, customer relationship maintenance, media preferences, advertising timetable, advertising campaign, brand awareness, brand extension and brand market share. Through industry analysis, 20 valuable activities of the Taiwan luxury imported vehicle have been sorted up and further on to establish the study framework of “the relationship between brand equity and value activities of the industry of the luxury imported vehicle in Taiwan.
The results based on case study are listed below:
1.According to case study, this research has concluded that valuable activities has positive related influence upon brand equity, and among these, some have key influential effects to brand equity which are “complains filed by customer specialist”,” regular car owners’ activities ”and “ good service quality”; these are all about “customers- direct -contact”, so we should emphasize more on direct service while establishing brand equity, which should include service environment and the quality of service person.
2.As to the attitudes toward establishing brand equity, although the standpoint between headquarter and dealers is consistent, but a gap is actually there while fulfilling the activities; the main reason is that while the headquarter takes a more long-term strategic thinking toward brand establishment, the dealers just want to achieve the short-term goal of sales. That’s why a gap exists when they take different attitudes toward their goals.
The head office need to communication with dealer about the core value of the brand, that’s help to reduce the gap between them. Head office sharing the strategy and planning, and join to the dealer opinion when making decision, that’s good for developing the brand equity.
3.The attitude of supervisors plays a key role in developing brand equity, because the process of brand establishment takes a long time strategy execution and a lot of resources, and it will not be achieved without the support of supervisors.
4.The strategic purpose of establishing brand equity is to obtain fully communication with executer, and through educational activities to convey brand spirit is highly suggested. And the key point of developing brand equity is the co-ordination between strategy and execution.
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