A Study of Brand Building Strategy of Taiwan SME in China Market

• Main Authors: Sheng-Wen Lin, 林盛文
• Other Authors: Chun-Chung Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/90714074349860016861

碩士 === 國立臺灣大學 === 國際企業管理組 === 102 === THESIS ABSTRACT The thesis aims to explore the branding strategies that adopted by Taiwanese industries who achieved operational excellence. The author of the study had worked in the product manufacturing of winter sports for thirty-five years and, during which, had become an original equipment manufacturer (OEM) for many well-known brands. At the high peak of the business, the researcher had tried to launch a private brand but failed. For, in the OEM industry, the commissioning company does not allow the commissioned contractor to compete in the same market. As one person''s gain is another person''s loss, you cannot have your cake and eat it. As the economy and per capita income increase rapidly in China, leisure sports become fashionable. Money-bragging is a common phenomenon in a newly rich country: playing golf in summer and skiing during winter season, and thus a significant new market emerges. This newly formed consumer market is outsize in comparison with any existed marketplace, and every brand is trying its best to come up with a entry strategy. This research then is set to tackle what entry strategies are effective at this particular point of time. Using contemporary management science and logical deduction, the thesis investigates how to successfully establish the brand of Freesport in the new Chinese skiing market. What Freesport observes? Has Freesport got advantages? What strategies does Freesport need? How Freesport can uphold its strategy effectively and profitably? In summarization, the branding strategy of Freesport is constructed upon five major axis: (1) identify the core values of the brand as the backbone of the branding strategy; (2) create brand label in order to establish a clear brand association and identification; (3) institute brand models to enhance brand values; (4) maximize the brand value; (5) risk management of the brand, as to avoid possible crisis. Additionally, Freesport also strengthens its branding strategy by focusing on three stages (short-/mid-/long-term) and two dimensions (the breadth and depth of its branding model). The research outcomes of the thesis can provide insights into formulating branding strategy for the capable industries in Taiwan. Hopefully, the study will help the industries to rise above being a mere OEM and to develop individual brands, which can maximize the value of individual business, under the idea of sustainable development and the drive of social consciousness.