An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities
碩士 === 淡江大學 === 國際商學碩士在職專班 === 100 === Taiwan enterprise has been played a role of OEM for a long time. Accompany with the globalization in this age, and in view of the OBM with highly added value in the market, OBM is a wonderful path that Taiwan enterprise wants to step on. This research choices a...
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ndltd-TW-100TKU053180272015-10-13T21:27:35Z http://ndltd.ncl.edu.tw/handle/12792213050161790043 An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities 代工到自創品牌行銷能力建構之探究—調適性行銷能力之觀點 Chieh-Yi Lin 林潔宜 碩士 淡江大學 國際商學碩士在職專班 100 Taiwan enterprise has been played a role of OEM for a long time. Accompany with the globalization in this age, and in view of the OBM with highly added value in the market, OBM is a wonderful path that Taiwan enterprise wants to step on. This research choices a famous gift brand - “Franz” as a subject which could be one of the top 20 international brand in Taiwan in the future and believes this seminar on this remarkable OBM enterprise will provide a valuable principle to those OEM companies which are trying to establish their own brand. This research use Marketing STP and 4P, adaptive marketing capabilities and organization learning program as analysis structure. The following results were found through case study: First, OBM enterprise should have a clearly marketing strategy STP when building brand: definitive market segmentation, validate market targeting and unerring market position. Then use powerful marketing 4P- product, price, and place and promote to get into market sales. Second, in addition to basis structure of fixed marketing capabilities, the OBM enterprise needs evolution which are using adaptive marketing capabilities: vigilant market learning, adaptive market experimentation, and open marketing to enhance the response and interaction abilities when face more complicated market demands in the rapid developing market generation. Third, apart from enhance its marketing capabilities the OBM enterprise can use the organization learning concept to learn new skills and improve invisible knowledge level. It can also make organization grow up with information advancement through continually learning. Je-Sheng Huang 黃哲盛 2012 學位論文 ; thesis 86 zh-TW |
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碩士 === 淡江大學 === 國際商學碩士在職專班 === 100 === Taiwan enterprise has been played a role of OEM for a long time. Accompany with the globalization in this age, and in view of the OBM with highly added value in the market, OBM is a wonderful path that Taiwan enterprise wants to step on. This research choices a famous gift brand - “Franz” as a subject which could be one of the top 20 international brand in Taiwan in the future and believes this seminar on this remarkable OBM enterprise will provide a valuable principle to those OEM companies which are trying to establish their own brand.
This research use Marketing STP and 4P, adaptive marketing capabilities and organization learning program as analysis structure. The following results were found through case study: First, OBM enterprise should have a clearly marketing strategy STP when building brand: definitive market segmentation, validate market targeting and unerring market position. Then use powerful marketing 4P- product, price, and place and promote to get into market sales. Second, in addition to basis structure of fixed marketing capabilities, the OBM enterprise needs evolution which are using adaptive marketing capabilities: vigilant market learning, adaptive market experimentation, and open marketing to enhance the response and interaction abilities when face more complicated market demands in the rapid developing market generation. Third, apart from enhance its marketing capabilities the OBM enterprise can use the organization learning concept to learn new skills and improve invisible knowledge level. It can also make organization grow up with information advancement through continually learning.
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author2 |
Je-Sheng Huang |
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Je-Sheng Huang Chieh-Yi Lin 林潔宜 |
author |
Chieh-Yi Lin 林潔宜 |
spellingShingle |
Chieh-Yi Lin 林潔宜 An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities |
author_sort |
Chieh-Yi Lin |
title |
An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities |
title_short |
An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities |
title_full |
An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities |
title_fullStr |
An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities |
title_full_unstemmed |
An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities |
title_sort |
exploratory study of marketing capabilities building from oem to obm -- the perspective of adaptive marketing capabilities |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/12792213050161790043 |
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