Study of Impact of Business Growth Strategies on Brand Portfolio Strategies and The Relations of Channels

• Main Authors: Chun-Wei Chang, 張峻瑋
• Other Authors: Yueh-Hua Li
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15669094756994273750

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 99 === In recent years, the pharmaceutical industry, traditional industry and every chain channels all devote themselves to health food industry and develop their private brand filled in the channels. And main competitors compete for the market share, affecting the whole industry supply chain operations and value chain activities. In the previous studies there are more for the the relationship between growth strategy and business model, and most of the objects of study are technology industry. Therefore, this study is intent on how business development strategy affects brand portfolio strategy and channel relationship, and how channel relationship affects brand portfolio strategy and consumer’s purchasing decision. This study synthesizes secondary database of Taiwan health food industry in recent years and in use of growth strategy and brand portfolio strategy as reference with exploratory view in-depth study of more than 30 years of professional leadership of the enterprise. This study attempts the enterprise (1978 to 2011) growth stage of strategy development, and channel relationships for the use of brand portfolio strategy model, illustrating the various stages of growth in the brand portfolio strategy should be adopted to carry out empirical analysis and to clarify the question "how" and "why" occurred, intention of deducing this research proposition. As for empirical analysis, the followings are key findings after visit: enterprises in various stages of growth want to achieve growth objectives, in various stages of growth using a different brand portfolio strategy, therefore we can infer from business growth strategy can directly affect the brand portfolio goals of the reach. For all stages of growth companies in the pathway to establish good relations objectives, the business development strategy in a different mode of channel relations strategy, therefore we can infer from business growth strategies can directly affect channel relationships and channel decisions. For each growth stage companies intention of reducing a strong channel for the influence of business goals, in various stages of growth development they adopt different mode of multi-brand portfolio strategy. Therefore we can infer from channel influence can directly affect brand portfolio strategy. Enterprises in various stages of growth, want to increase consumer purchasing decisions for the enterprise goal, so they adopt different channel relationships strategy model in each growth development stage. Therefore we can infer from channel influence can directly affect consumer purchasing decisions.