頁籤選單縮合
| 題 名 | 斌視企業--視野守護者的新視界=Binshyh Corp.--New Perspective by a Vision Keeper |
|---|---|
| 作 者 | 趙海倫; 黃玉枝; 傅一帆; 甘婕妤; | 書刊名 | 管理評論 |
| 卷 期 | 29:2 2010.04[民99.04] |
| 頁 次 | 頁135-148+199-202 |
| 分類號 | 487.14 |
| 關鍵詞 | 多功能太陽眼鏡; 品牌價值; 市場定位; Multi-functional sunglasses; Brand value; Market position; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 2004年,為韓國眼鏡商代工的斌視公司,面臨了廠商無法付款,產品大量庫存的壓力、在面臨即將倒閉的情形下,有著自創品牌夢想的王錦和董事長,從韓國廠商的手中接下了太陽眼鏡產品專利,斌視從而開啟了品牌經營之路。斌視公司,位於台南的鏡片製造商,遂於2004 年冬決定發展自有品牌。品牌是走出代工的關鍵,而行銷與通路更是邁開大步向前行的助力。對於品牌的行銷,斌視公司以參展方式進行銷售和宣傳,業務人員也會主動至各大企業舉辦產品促銷活動,同時也透過異業合作建置網路購物以拓展通路,以增加產品之能見度,擴大銷量。然而在現有業務人員經驗不足情形下,如何建立品牌知名度與拓展行銷版圖仍然是最大課題。由本文之中可以瞭解,個案公司如何以企業的願景出發,由鏡片代工轉型成為太陽眼鏡的自有品牌。個案公司如何以其在紅海奮鬥的利基,開發創新產品,追求屬於自己的藍海策略。 |
| 英文摘要 | 2004, Binshyh, an Original Equipment Manufacturer for Korean eyeglasses company, incidentally took over the patent and massive product stock from the client which had faced financial crisis and couldn't afford the payment. It's the start lead Binshyh to create its own brand. Binshyh, a lens maker in Tainan decided to develop its own brand marketing strategy in 2004. Brand is the essential step to exit the way of OEM, and developing marketing and channel is indispensable to the branding success. But it's difficult to build brand awareness and extend its market territory due to lack of experiences. For the marketing pattern, Binshyh laid stress on exhibition marketing and publicity. It holds sales promotion activities in companies and corporations sometimes, it also tried to cooperate with different industries to expand locations and build on-line shopping for enhancing the brand awareness and increasing sales. In this case, we'll find out how Binshyh could change from Original Equipment Manufacturing (OEM) to Own Brand Marketing (OBM) by enlarging its business vision, and developing innovative products based on the niche it has relied on for decades that helped it pursue its own blue ocean strategy. |
本系統中英文摘要資訊取自各篇刊載內容。