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來源資料
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題 名 | 無品牌與品牌行銷策略差異之研究--從4Ps模式觀點=The Study of the Differences of Marketing Strategy between Generics and Brands--In Terms of the 4Ps Model Perspective |
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作 者 | 陳清燿; | 書刊名 | 黃埔學報 |
卷 期 | 47 民93.10 |
頁 次 | 頁75-96 |
分類號 | 496.1 |
關鍵詞 | 無品牌; 全國性品牌; 行銷策略; Generics; National brand; Marketing strategy; 4Ps; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究透過文獻分析法之運用,藉由McCarthy所提出4Ps行銷組合模式之分析,以了解無品牌與全國性品牌產品行銷策略之差異。其研究結果發現,經濟不景氣對無品牌是機會的來臨,但對全國性品牌則將面臨威脅。且在零售通路商轉而強勢下,消費者轉為購買低價且擁有零售商保證的無品牌之可能性因而增加。此時,全國性品牌製造商所面臨的威脅亦相對增加。因此,全國性品牌製造商應以Porter所提出的差異化與低成本的競爭優勢基本要件,建立強勢品牌,將可迴避與因應無品牌或其他競爭者的威脅。 |
英文摘要 | This study adopts document analysis to understand the differences of marketing strategy between generics and national brands in terms of the 4Ps model perspective being advanced by McCarthy. The study found that as the economy recession, the generic products are welcome. The national brand is to face the threats because they would probably be replaced by generic grocery products. Moverover, as retailer became more powerful, it is possible that consumers change this purchasing strategy to buy generic grocery products which are low price and have retailer's guarantee. Simultaneously, a manufacturers' brand have to face the increasing threat relatively National brand, hence, should create the competitive advantages by using differentiation and low cost advanced by Michael Porter to build the strong brands for responding the competition of generic grocery products. |
本系統中英文摘要資訊取自各篇刊載內容。