A Study on Brand Strategies, Brand Equity, Competitive Strategy, Channel Strategy and Brand Performance – An Empirical Investigation of theWearable Devices

• Main Authors: Chang Han-I, 張函薏
• Other Authors: 胡同來教授
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/eebf9u

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 104 === 　　In recent years, the growth of smart phones has been gradually slowed down, replaced by products may be wearable devices. Apple Inc. launched Apple Watch offensive market in 2015, wearable device will set off a boom. Therefore, wearable technology products has been hailed as the next generation of technology trends, the smart-phone is no longer the pursuit of the trend users concern issues, from portable smart-phone and then evolved into a device worn on the wisdom of the invisible, so wearable device industry set off a whirlwind. 　　In the Age of Information Explosion Generation, and product innovation nonstop, so the corporate should think about how to influence consumer decisions, how to development wearable device niche market. This study will observe the phenomenon as the research background and motivation. Through the integration of the past scholars and related research, this research has developed a brand strategies, brand equity, competitive strategy, channel strategy and brand performance of the theoretical framework. In this study, an empirical investigation of the wearable devices industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy. 　　The result indicates that: brand strategies has significant positive effect on brand equity, brand strategies has significant positive effect on competitive strategy, brand equity has significant positive effect on competitive strategy, competitive strategy has significant positive effect on channel strategy, competitive strategy has significant positive effect on brand performance and brand strategies has no significant effect on channel strategy, brand equity has no significant effect on channel strategy. In this study, an empirical investigation of the wearable devices industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy.