| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 106 === Taiwan's tourism industry is growing steadily each year whether it is outbound tourism or inbound tourism. In 2017, for example, Taiwan’s annual economic growth rate was 2.54%, but the annual growth rate of outbound population increased by 7.3% to 16.65 million people (Source: Tourism Bureau).
With the dramatic growth and maturation of Taiwan’s tourism population and markets, the traditional “one size fit all” approach to travel requirements of consumers has gradually become obsolete! All countries in the Asia-Pacific region have focused on the development of the tourism industry and are developing towards branding and internationalization. At both ends of the "smile curve" proposed by Stan Shih, one end belongs to research and innovation, one end belongs to marketing promotion, promotes the development of emerging industries, and creates the next wave of industrial opportunities!
This case study of Lion Group, the largest tourism group in Taiwan. It first led the industry trend, broke the traditional travel agency’s thinking, opened a 24hr outlet in the zhongxiao road as a brand declaration, and expanded the tourism industry into a cultural and creative lifestyle industry. With the development of the group, the Lion group has successively developed sub-brands, Lions Express, JWI marketing Co., Ltd., we media , and even developed catering businesses.
Lion Group is moving towards the development of a group, and the more brand development, it is necessary to think about resource allocation. How is the brand structure most beneficial to the development of the brand? We noticed the 4C Strategic Marketing Analysis (Chiou, 2014) might provide a solution to that,. It can be systematically and logically conceived and summarized. The four brand architectures are branded house, sub-brands, endorsement brand and house . Through 4C Strategic Marketing Analysis, we discovered if new brands that are close to the parent brand's target market can use the " branded house" , which is slightly the same as the parent brand. The price is different from that of the Target can use “sub-brand” strategy , but when the new brand is only a bit similar the parent，we can use “ endorsed brands”, but if the new brand is totally different from the parent brand, the "house of brands" strategy is better.
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