| Summary: | 碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 100 === The advancement of digital and information technology has changed human being’s daily life and resulted in a severe revolution of traditional production and marketing model. The emergence of the Long Tail markets are a result of these recent changes. The author, an advertising worker, usually just meets incomplete parts of brand design cases leaving a curiosity about the interactive effects between physical and virtual channels. Commissioned by Diamond Egg Rolls and considering the mutual benefit, the author built this study project which is about a brand design of the egg roll products. This project adopted marketing theories and Long Tail marketing analysis to construct a concrete implementation framework for the business brand position and strategic application. The author was fully trusted and authorized by the proprietor to observe the progress of building their brand image, and obtained various explicit results.
Firstly, Establishing brand identity: Observing the distinct identity system of each brand in the market, and then constructing the segmentation strategies such as reducing packaging and Japanese styling that fit in with the brand positioning, so that the brand identity system could be designed compeletely.
Secondly, Dividing the plans of the strategies according to Product Life Cycle (PLC) and observing them on different bases of the physical and virtual channels.
Introduction Period: the strategy is like casting a net; (a) to build the internet of brand information and the database of customers on the virtual channels, and to increase the exposure rate through bloggers and TV (b) the physical channels: to convey the health orientation of the brand through government activities and consumers interactions, and to increase brand trust and enlarge consumption markets.
Growing Period: the strategy is extending like bundling a net on the basis of consumption context in earlier period; (a) to develop new products to strengthen the competitiveness. (b)to build the brand fans website and some creativity contests on the virtual channels to balance the sales gap between boom and dull seasons. (c) the physical channels: to seize the opportunities of theme activities on some channels such as department stores to increase the brand visibility .
Through executing this project, Diamond Egg Rolls has been steadily growing from the style of simple channels such as DM or group purchasing marketing to the complex style of multiple channels including internet and TV, etc. After this project, the company has increased its capital, so it’s obvious that this project had got some effects. This observing experience of the author during the 2 years is quite treasurable, and the author wishes the study results can be the reference resources of any related researchers or designers.
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