A Brand Development Study on Fitness Equipment Manufacturer in Taiwan－Example of Joong Chenn Industry Co. LTD
碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === The developing and globalization of industries force Taiwan’s manufacturers to faceserious competition. To pursuit higher profits, many of they have moved to establish a private brand. The current literature is less discussion the link about how to establis...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/s43266 |
| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === The developing and globalization of industries force Taiwan’s manufacturers to faceserious competition. To pursuit higher profits, many of they have moved to establish a private brand. The current literature is less discussion the link about how to establish private brand and the markrting for fitness equipments industry. This study aims to investigate the brand develop process of a fitness equipment company in Taiwan.This study wish to provide advises for companies they create a private brand by leverage existing OEM capability. Data was collectedthrough in-depth interview to fitness equipment manufacturers JoongChenn Industrial Co., Ltd..
This study used case studies to understand the history of background and prepare interview outline.Through case-depth interviews, look forward to develop the conclusions and recommendations by result of interviews and literature aggregated.The conclusions of this study are as follows :
1. Economies of scaleandcomplementary businessis the mainmotivationswitched fromthe brand's OEM business.
2. Understandingconsumer needsis the key to operateits own brand.
3. Manufacturing andR & Dcapabilityisthe basisof brand differentiation.
4. Marketsegmentationis a key of competitive strategy.
5. Vertical integration of industries and horizontalexpansion of the production are thesource of competitive advantageof thefitness equipmentindustry.
6. Product diversificationisthetrendof thefitness equipmentindustry in the future.
7. The coordination and integration of the internal and external business is the foundation ofthe brandof sustainable development
|
|---|