A study on marketing managment of C brand company

• Main Author: 鄭惠如
• Other Authors: 施能仁
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/39078849359225828244

碩士 === 國立彰化師範大學 === 商業教育學系 === 95 === With the tide of globalization, the structure of Taiwan market is also changed. People pursue famous-brand products as representation of their social status. However, it is a long road for corporation to create and polish a new brand. It is also a great challenge for manufacture-based industry in Taiwan. Thus, by learning the brand management skills from franchisor and absorbing their experience in design, development and finance plays a vital and successful role for Taiwan’s corporations to cultivate own-brand capability. This study will take leather merchant – L Company as research target. The purpose of this study will discuss the operation mode of brand management, analyze practical operation problems and the marketing strategies with 4c’s and propose concrete suggestions on branding strategies. This thesis will use case-study method and combine with relative secondary data, impersonal in-depth interview and participative-observation methods to analyze the SWOT of case company and do performance evaluation on two different channels. Moreover, Cobb-Douglas function is applied to profit function. According to the profit outcome generated by inputting investment fee and product price, we can identify the difference between the expected price from consumer to C brand and price made by L-company. By doing so, we can examine the suitability of advertising expense. Using good marketing strategies will achieve best branding effects. Successful branding will gain the brand identification from consumers, raise company’s profit, strengthen the corporate function and gain competitive advantages.