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題名 | A Global Brand Positioning Strategy--A Four-stage Process of Harmonization=全球品牌定位策略--四階段融合模式 |
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作者 | 謝明慧; 黃秀英; | 書刊名 | 行銷科學學報 |
卷期 | 4:2 2008.10[民97.10] |
頁次 | 頁99-116 |
分類號 | 496.1 |
關鍵詞 | 全球定位策略; 全球品牌; 全球市場區隔; 水平市場區隔; Global brand positioning; Global segmentation; Horizontal segment; Vertical segment; |
語文 | 英文(English) |
中文摘要 | 本論文以個案分析法探討全球品牌定位過程。針對一家成功的新全球品牌公司進行深入研究發現,全球品牌定位策略可以透過四階段的融和模式產生。定位策略發展過程中,融合了三組看起來似乎對立的元素:東方與西方文化、歷史遺產與現代創新、精緻工藝與大量生產。這三組元素歷經學習與吸收、萃取與產生、重新發明、制度建立四個階段,融合產生一獨特的全球定位主題:自然與人性。此定位主題擁有吸引橫跨國界及貫穿世代消費者的能力。本研究的結果對擬開發全球品牌公司如何產生定位策略,提供一個新的思考角度。 |
英文摘要 | This paper conducts an in-depth case study of a young and successful global brand company to explore the global brand positioning process. Evidence shows that generation of global brand positioning is a process of harmonization. There are at least three pairs of seemingly contrasting elements need to be harmonized to generate a unique brand positioning. The three fusions are: western and eastern cultures; historical heritage and modern innovation; hand-craftsmanship and mass-production. These are harmonized to compose global brand positioning of brand themes, product design principle and product physical features. The harmonizing process occurs through four important sequential stages: learning and absorbing, extracting and engendering, inventing, and institutionalizing. Through the process a time enduring universal appeal, nature and humanity, for the products across generations and borders is developed. The identified themes assist a firm to develop effective global market segmentation and positioning strategy in dynamic global market. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。