Kaohsiung City good product intentions Research on Brand Promotion andImage Marketing Mode of Disability

• Main Authors: KUNG, CHIN－ＨSIA, 宮欽霞
• Other Authors: WU, CHANG－TSO
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/bqkpu2

碩士 === 國立高雄師範大學 === 文化創意設計碩士學位學程 === 106 === Abstract There are more than 1.1 million people with disabilities in Taiwan. For the disabled, life often faces problems such as discrimination，differential treatment, self-ability，career adaptation，etc. In recent years，the government has actively promoted the job market for physical and mental disabilities. After training，they have been employed in the workplace. People with disabilities can also develop their own technology and business in the counseling process. Since 2015，the Kaohsiung Labor Bureau has provided assistance to disabled people in upgrading their professional skills. In order to promote the products，we created the brand named “good product” for the disabled. We hope more people will understand the story behind the work of the disabled and promote it by the brand effect. The research is based on the case study of Kaohsiung Labor Bureau's handicapped brand " good product ". In order to find the adjust ways to solve the follow-up development, researching by In-depth discussion of the problems faced by handicapped goods in the market and the promotion of marketing through the government. The main research findings are：the disabled people are limited by their ability itself，so that the productivity and the quality of products are also limited. Therefore，there is a gap between the handicapped goods and the market in the creativity and refinement. In the brand management process，the product positioning of “good product” is biased towards individuals not overall so that it couldn’t creative the brand effect. Another，although the marketing expansion is based on brand marketing but the marketing way is biased towards the disabled，so that the brand can not achieve significant results. Finally，based on the above findings and conclusions，suggestions as bellow： (1) Multi-party business creates more business opportunities and increases brand exposure. (2) Constructing brand and product positioning to catch consumer demand. (3) Breaking consumers' established concepts and enhancing consumer identity through professional and refined products. (4) No longer operating as a personal brand but a business model with a professional brand. (5) To make good use of network resources，expand marketing channels，increase media exposure，and enhance brand image.