A Study of Multi-brand Strategy in An Enterprise Group -The Challenge for The Enterprise Second Generation

• Main Authors: Jing Chen, 陳靚
• Other Authors: 謝明慧
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39832956316747464801

碩士 === 國立臺灣大學 === 國際企業管理組 === 100 === Due to several beneficial stimulations, such as Free Independent Travel (FIT) of Mainland tourists, the government actively involved in tourism industry in the centennial of Republic of China. Besides, it’s still a craze for investments in the domestic tourism hotel industry. Thus, it’s importment for the enterprise to examine its resources, and creat its own competitive advantages by the external environment and internal conditions analyses. Then, developing a proper growth strategy will be the main aim for permanent business development "GLORIA HOTEL GROUP" was chosen as a research object in the thesis. First of all, it is to research how successors make good use of the enterprise''s own resources and capabilities under the competitive tourism industry. Afterwards, establish the greater capacity for the business growth, and integrate the new & the old resources to support the development of branding strategy. Secondly, it is to explore how to expand and adjust the branding strategies from former generation: develop the enterprise''s strategy from "single-brand" to "multi-brand". Lastly, it is to discuss the influence on branding and business operational performance after the succession, and the impact on enterprise reform and innovations. The researcher took "case study" as the methodology in this research. It is to discuss the history of "Gloria Hotel Group", and emphasize more on branding strategies between two generations. Fully analyze the revelant data of the brand development by the view of resource-based theory. The results revealed that the successful enterprise succession depends on: 1.Apply business growth strategy with resource management. 2.Coordinating “Group Brand” and “Individual Brand” will show performance. 3.Establish the brand management system to achieve the differentiation of individual brands. 4.Achieve the goal of multi-brand strategy by brand extension and brand portfolio. 5.Devolution, trust and organization. According to the case study on "Gloria Hotel Group", the research results can not only be an academic contribution on references of branding strategy, successor management, resource-based theory, etc. but also a referred basis for top management in pratical brand management.