Research of Market Position on Chinese Calligraphy Brand in Northern Area of Taiwan

• Main Authors: Shin-Po Chien, 簡士博
• Other Authors: Chih-Kai Chen, Ph. D.
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/01250417334505174218

碩士 === 國立臺北教育大學 === 文化產業學系暨藝文產業設計與經營碩士班 === 98 === There are three sections for the purposes of this research. The first is to select ten brand representatives in the northern part of Taiwan and investigate the purchase factors of writing brush for the consumers. The second is to analyze the market evaluation and cognitive orientation for the writing brush according to the purchase factors mentioned above. Finally, we’ll make specific recommendations of management strategy for the writing brush manufacturer bases on the above analysis results. Nowadays the computer is quite common and keyboard is uses as a writing method. Additionally, ball-pen is very easy to carry and schools also cancel the rule to use writing brush to write articles. So the people using writing brush become fewer. The writing brush manufacturer has produced impressive results from 1960 to 1970 in Taiwan, even export. Unfortunately, the growth of writing brush has shrunk becomes sunset industry on the brink of extinction. So the survival of writing brush becomes imminent. In order to revitalize the wring brush industry in Taiwan, the objective of this research selects ten brand representatives for more than 20 years management in the northern part of Taiwan as our research samples. Our research method uses writing access, customer surveys and analysis of multiple scale technology from evaluation questionnaire on statistical data to understand consumer needs for the ten selected Northern Taiwan brands. Then we get the perception figure by multiple scale analysis. Our research results find out the factors to influence the buying of writing brush for consumers. We analyze the market evaluation and cognitive orientation of writing brush brand for consumers. We offer the specific recommendations to writing brush manufacturer to make marketing strategies for new development.