企業品牌管理與策略之初探—以「韓國三星電子集團」為例

• Main Authors: Yi-Ting Hsieh, 謝宜庭
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/04899197677723643197

碩士 === 東吳大學 === 國際貿易學系 === 95 === The trend is come by globalization and it is advanced on internet and communication technology, the enterprise is facing global competition in business operation currently. In these years, brand management is called for business bible and standing strong with own advantage in current competed environment. In the past long time, Taiwan was focusing on substituted industry in worldwide and famous with each product but they are lost to build up their own brand. It is only way to compete others in the world via developing own brands otherwise the related industries will be dead out in the future. Back to inspect our neighbor South of Korea, their GDP per capita has already surpassing Taiwan officially in 2004 and also advance on more technologies. They are also trying to improve national image by each policy and make closed relationship with each country more aggressively which shows their ambition toward the world. Samsung is showing excellent especially and the brand value surpasses SONY in 2006, also jumping to top brand 20 in world ranking. The brand operation t is become a popular topic of marketing research, but most of discussions are focusing the procedure of brand recognition which means relationship research with customer satisfaction, re-purchase behavior and brand loyalty, and more pay attention to evaluation of brand equity but less overall researches. Therefore it is our motivation to analysis this case –“Samsung Group” which expects to provide operator reference in brand operation. There are three points of this research: first is “document analysis”, second is “Case study” and third is “Interview”. The main purpose of his research is expected to understand Samsung how to manage their brand and what their brand strategy is, base on related analysis and deep interview to seek what status in their implementation, which will establish a roll model of brand management to provide related enterprises reference. There are key points of this purpose are followed as below: 1.Based on related researches to find out what differentiation and establish one completed structure, which provides related enterprises reference. 2.To understand what background of Samsung development is and what present situation they are implementing. 3.To analysis what strategy and decision model of Samsung in brand management. 4.To understand what benefit Samsung gain while they reach successfully.