| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 103 === Abstract
For a long time, many companies have considered the importance of brand. However, the establishment of corporate brand is not only to identify the product or service, but also to establish the management of major business, which could bring the profit, competitive advantage, and stability development for enterprises.
In this study, the case study of Artcera Corporation is applied to understand the development situation and trends in the global ceramics industry from the viewpoint of the entire ceramics industry. Based on the analysis of the company’s current business strategy and performance, this study result could assist the company to develop a case management strategy, and the integration of the company’s further develop strategies, including brand image, brand strategy, brand value, and brand equity. Furthermore, the research could provide the policy evaluation and adjustment and finally re-formulate the most appropriate brand strategy to enhance the company’s overall competitiveness.
Case study is applied to summarize some vital factors of business development, including the enterprise’s global distribution strategy, the decision-making factors, and the influencing factors of international brand manufacturers. In this study, some findings are listed as follows:
1. The cross-industry alliance and joint brand marketing could not only enhance brand awareness of bilateral cooperation, but also increase the consumer loyalty.
2. Active expansion of foreign markets is the main goal to expand product market share and global competitiveness.
3. Extension of physical and virtual access market is the main market to meet consumer demand for different market paths.
4. The added value of innovative research and development layout is applied to improve product differentiation, increase brand visibility, create higher customer value, and corporate earnings.
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