Studies on Brand Value Creation and Business Model – The Case of GOGORO

• Main Authors: CHANG, YI-WEN, 張懿玟
• Other Authors: LEE, PO-CHIH
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/43emd7

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 107 === In this research, the author analyzes the brand value and business model from the company named GOGORO Inc.. Explore how it creates brand value, set a business model. This study uses a qualitative single-case study, through the literature collection, and based on business model, the SWOT analysis, marketing mix 4Ps strategy to analyze, understand the impact of brand value and business model of the case company on their competitiveness. Summarized the future direction of the development of enterprises, assist GOGORO in thinking about the global layout of the future. This study found that GOGORO enhances the added value of products and creates brand value through the cross-application of products, technologies and business models innovative. Business model focuses on product innovation value, technological innovation, strategic alliances of partners, and the establishment of brand marketing and place etc., the formation of a complete and difficult to replace the value network. GOGORO since its establishment in 2011 so far, the market share of 85.1%, become a leading brand of electric scooter market, and change the consumer’s habits, break through the traditional electric scooter industry boundaries.