| Summary: | 碩士 === 逢甲大學 === 電子商務碩士在職專班 === 102 === Taiwan&;#39;s bicycle industry sprouted after World War II, but most bicycles were for domestic. From the beginning of 1970， to expand the export, Taiwan&;#39;s bicycle industry started to export, but most were OEM. Since 1980 the industry entered the stage of steady growth. Since the late 1980s, because the New Taiwan Dollar began to appreciate, the exports of manufacturers gradually lost the price advantage and reduced foreign sales, forcing manufacturers to take part in both OEM and own-brand strategy. The bicycle industry gradually upgraded and left Taiwan to establish overseas production marketing channels, taking foreign division of labor and enhancing competitive advantage.
These companies have come through a long journey and experienced tremendous tough tests. Now they stand on their own brands in the global bicycle market. &;quot;Giant&;quot; started from scratch and developed its brand, from OEM to technical standards, and then pulled the distance by brand competitors, and &;quot;started exploring the passion&;quot; (Inspiring Adventure) to create a new wave of bike culture. Its brand creation process can be described as a hard way.
This study focuses on the creation of a huge company to operate its brand marketing strategies, how &;quot;Giant&;quot; brand products and exon internalized in the minds of consumers, such as the specific induction of huge company brand and marketing strategy, combined with outline of financial analysis, analysis of brand impact to the company&;#39;s finance will provide future researchers a comprehensive insights.
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