| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === The war of 3C retailers has set up between physical stores, such as Tsann Kuen Co.and virtual platform, such as Amazon. New shopping habits have established due to thriving social networking sites. Online collective purchasing, which has caused a dramatic impact on the entire industry, becomes the most threatening competitor to retailers. The intensive competition in the retailing industry results to more choices to the consumers. However, it weakens the provider''s ability to bargain with their customers. Therefore, building up a retailing access brand, such as Amazon and Tsann Kuen Co., in order to win over customer''s endorsement, enhance consumer’s loyalty and differ from competitors is an imperative issue.
This research mainly focuses on the application of digital marketing in brand building. Combining the developing strategy, CBBE(customer-based brand equity), with case analysis and verifying with secondary data to investigate the establishing procedures of Amazon, 486 Collective Purchasing and PXMart, and to figure out available methods. Lastly, we took Company G as the model of our analysis. We comprehend its conditions and its developing strategy for the future by interviewing Company G, and utilize the result of the research to build up probable retailing strategies for Company G.
As results of the research, we found that (1) the choice of target customers affects the choice of demand path. The branding may not follow the order of the brand ladder, and the selection of marketing media corresponding to the branding is also different. (2) Using amateurs as spokesperson of the brand can promotes the transmission of emotional demanding and conduces to more response of other consumers, indirectly leads to the formation of rational elements of the rational path. (3) The key to community marketing includes : the establishment of friendship, expanding the scope of concerning issues and maintaining good interaction with other communities. (4) Continuous extension of the product line can set the retailing company free from the price competition.
By applying to practical cases, we develop strategies for enterprises to apply budget more efficiently and establish guidelines of digital marketing in the future. Despite the limitation of budget and other restrictions exsits, integrating the existing brand elements with clear brand positioning and the use of digital marketing tools can lead to the fulfilling of the goal.
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