A Study on Brand Marketing Strategies for Taiwanese Fine Porcelain-An Exampleof 1300 Porcelain

• Main Authors: LIANG,KUEI-HUA, 梁桂華
• Other Authors: WANG, CHIU-CHIEH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/454tjp

碩士 === 大仁科技大學 === 文化創意產業研究所 === 105 === Abstract Since Taiwan became a member of the WTO , Taiwan’s ceramic industry has gradually declined. Following this trend, Cijin Art transformed from making ceramic reliefs into making fine porcelain products and then launched a new brand called 1300 Porcelain. This qualitative research study adopted in-depth interview and secondary data collection methods to understand the brand building process and brand marketing of 1300 Porcelain. In addition, customer satisfaction questionnaires were collected and analyzed. Then the brand positioning and marketing strategies of 1300 Porcelain were analyzed according to STP and 4P theories. Furthermore, the brand marketing was explored by SWOT analysis. The conclusions of this study are shown as follows. 1. The 1300 brand building of Cijin Art truly improved the competitiveness of the company. 2. 1300 Porcelain adopted complex management. 3. 1300 Porcelain adopted experience economy model for brand marketing. 4. The marketing strength of 1300 Porcelain relies on its special 720-degree free-standing sculpture technique, which is unlikely to be imitated by other companies. A good way to improve sales is to increase the marketing budgets and marketing channels. The best way to improve brand competitiveness is to participate in international expositions and contests to be recognized as name brand. 5. The majority of 1300 Porcelain customers are females. Most of the consumers are people with higher social economic status. High customer satisfaction was observed in the quality of porcelain products and the restaurant.