The Research and Analysis of Brand Positioning and Its Strategy － Take Japanese A company as an example

• Main Authors: Chih-Chi Shih, 施至齊
• Other Authors: Jin-Feng Uen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23368169266190071742

碩士 === 國立中山大學 === 高階經營碩士班 === 99 === Business Market is like battlefield. In order to occupy the market quickly, good merchandise with definite brand position and marketing strategy is essential. Brand managers must think how to obtain customers and keep customers, which also means that how to evaluate target, select target and obtain target from customers by using limited resources in the shortest time. The object of this research is a fashion brand represented by a Japanese company. The purpose is to discuss how a transnational fashion brand promotes its popular brand to other countries. How to utilize marketing strategies and customer relationship management to maintain brand position under keen competition in internationalized and liberalized Taiwan market is the research data. Analysing the consumption data to select target customers and analysing the transaction frequencies of customers are the research method. Customers are differentiated from ages respectively and the market strategy is driven based on Marketing 4P combination analysis. This method helps to develop brand management and brand development strategy, also expects to clarify brand position of each brand, keep target customer and know customer growth.