The Brand Repositioning of Borcalini

• Main Authors: Lee, Shuping, 李淑萍
• Other Authors: Lin, Rongchun
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/32119641347809717947

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 100 === ABSTRACT In order to survive in the international industry, the industry of Taiwan department stores must expand under the globalization wave in the future. To develop a functional department store, the store needs to include global brands, variety of extra values, high-tech service, and vareity of brand. They need to provide higher purchase intention for consumers by providing a place where people can shop, eat and have fun at the same time. The brand is the extra value for a department store. The products or marketing of a brand is very important. It is a challenge for SME to survive in Taiwan. There are plenty of marketing theories and methods due to the globalization of commodity. Most of the theories are successful in big enterprises. Those are not appropriated for SME due to the differentiations between big enterprises and SMEs. This case study focuses on one of the SME in Taiwan. The company is anonymous. This study shows how the company builds a successful model of marketing strategy by the charactistic and the need of Borcalini remodel. The important point of remodel Borcalini is to bring the messages of brand remodel to consumers and department store in order to gain recognition. The second part of this study focus on how they develop the core value of Borcalini. The steps of development are:1. the history and development of the company 2. reconstruction of the brand 3. special strategy. In case study, in order to have long term competition advantages, the company needs to assist the change of brand position, special operation, recognition of consumers. External core value can make sure the brand that can provide the products and service for market supply. Those are essential for consumers. The vital point to succeed in transformation process is the recognition of department stores. The change of operation, the modification decision of brand and marketing strategy are important to build a successful brand. 【Key words】: Taiwan department store industry, Reconstruction of the brand, Band positioning, Product classification, Display of goods.