The Study of Critical Success Factors for Brand Management － Haichang Contact Lenses as an Example

• Main Authors: Chou Tsai- Kuo, 蔡國洲
• Other Authors: Wang-Ben-Geng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/34405463345762430012

碩士 === 東海大學 === 管理碩士在職專班 === 100 === 21st century is an era characterized with strong global competition. In such a business environment full of changes, enterprises should keep a high degree of capacity with flexibility in order to ensure their competitive strength. In this study, we compile existing researches on the theory of brand management and marketing strategy for establishing a framework of comprehensive study. The findings can be used by entrepreneurs to develop their brands and marketing strategies. They will also be helpful to those focuses on Mainland China market for establishing a blueprint to build their long-term competitive strength. We take the Haichang Contact Lens Co., Ltd, a subsidiary of Ginko International Group as example in this study, to describe how Haichang can surpass the previous top four brands (Johnson & Johnson, Bausch & Lomb, CIBA Vision Cooper& Weiconorg) in China, and obtain the largest market share in China. This study particularly takes Haichang contact lenses as a case study. We review the literature, engage in intensive interviews, collate and analyze the data to reach a conclusion by finding out how a successful business does its brand management and exerts its competitive strength along with marketing strategy in order to stand out in a competitive environment. The study found that the key factor for pursuing a competitive business position is through the effectiveness of brand management and effective competitive strategy. According the results of this study, Haichang contact lenses has these two critical success factors which keep its high degree of market competitiveness in China. 【Key Words】 Brand Management、Competitive strategy、Critical Success Factors