Research on Integrated Brand Marketing Strategy for Taiwan Woodworking Machinery Industry

• Main Authors: Po-Yang Liao, 廖柏仰
• Other Authors: Justin, J. Y., Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/13193170071193292745

碩士 === 朝陽科技大學 === 木工機器產業研發碩士專班 === 102 === Since 1990s, with low-cost labor and huge government subsidy, the advance of manufacture techniques of China has threatened the woodworking machinery companies in Taiwan, who have occupied the median class world market over the past few decades. To address the challenge, Taiwan woodworking machinery companies, by increasing industry-university collaboration and accreting government subsidies, have accentuated R&;D and brand marketing as the operation guidelines. In order to assist Taiwan companies to build brand marketing strategies, this research emphasizes on exploring the access and methods for Taiwan woodworking machinery companies to develop the strategy of brand marketing, by following the research process – Brand, STP and Marketing strategy. Therefore, this study starts with the research on the definition and study result of brand, brand recognition, brand operation and marketing strategy in the academic field around the world, to build the brand marketing strategy structure for Taiwan woodworking machinery industry. The study uses qualitative research method to interview Taiwan woodworking machinery company managers to understand the degree of their brand recognition, and realize how they define their STP and the brand operation mode in the future. Moreover, this study has interviewed the wood furniture companies to realize and analyze the manufacture plan and the wood furniture market trend. By gathering and analyzing the collected information, this study constructs the brand marketing strategies for Taiwan woodworking machinery companies as the outcomes of this research.