A Study on Channel Strategies of Innovative Products

• Main Authors: Hsueh- O Chien, 簡雪娥
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/7t6dk7

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === Owing to the opening of WTO, a lot new innovative brands have emerged prosperously and in the modern age where information explodes every minute, every one has an easy access to all sorts of information, it makes the customers more and more difficult for the acceptance of innovative products. The cosmetics industry of Taiwan faces the problem of innovative brand competition and the disorderliness of marketing channel. In addition, the industry of whitening products is at the highly growing stage of industry life cycle. Those are why this thesis chooses this industry as the object to discuss. This research discusses the relationship between marketing innovative tactics and marketing performance by means of case study. The research findings are as below: First, the innovative strategies of whitening products include: improvements in revisions to existing products and repositioning. Second, there are different innovative tactics of marketing channels based on the different products positioning. Last, there is a positive influence on the marketing performance in appropriate products innovation, marketing channels and market positioning. This study suggests that company should develop innovative products of high quality and high additional value, establish the partnership relationship management and expand the channels of open-shelf type, in order to improve the marketing performance.