日本相機企業國際品牌價值之研究 : 以Canon為例

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Title:	日本相機企業國際品牌價值之研究 : 以Canon為例
Other Titles:	The research of international brand value of Japanese camera corporation : a case study of Canon company
Authors:	張文瑄;Chang, Wen-Shiuan
Contributors:	淡江大學亞洲研究所碩士班任耀庭
Keywords:	數位相機;Canon;品牌行銷;SWOT分析;品牌價值;digital cameras;Brand Marketing;SWOT Analysis;Brand Value
Date:	2015
Issue Date:	2016-01-22 14:35:41 (UTC+8)
Abstract:	現今科技日新月異，由於網際網路時代來臨，使得資訊之傳達更為便利，不僅加快了產業自由化與國際化之腳步，亦使產業結構以及市場環境，產生劇烈變化。市場中競爭對手眾多，競爭激烈，若要能夠在其中占有一席之地，勢必要有比其他競爭者更佳的核心競爭力。而品牌即是一個創造核心競爭力的關鍵。品牌反映的是形象以及個性，進而引發起消費者產生品牌聯想。當品牌聯想被建立後，會對競爭者產生進入障礙。而品牌受到法律保障，因此可以防止競爭對手做出模仿行為。品牌行銷的成功將會使品牌受到消費者的認同，使企業的投資報酬率提高，對企業的經營與延續帶來更強的競爭力。本文第一章為研究動機目的，研究方法等。第二章利用SWOT分析與品牌行銷管理之相關理論來探究Canon的品牌行銷策略。第三章將分析日本數位相機系統演進，以及海外市場與日本市場之差異。第四章選擇在數位相機業界享有豐富實戰經驗的日本Canon公司，來說明數位相機業的品牌行銷策略以及其品牌價值成就。今日品牌行銷的前三大目標為增加顧客忠誠度與競爭對手區隔，以及成為市場領導者。當企業的品牌行銷越成功，將在現有的市場規模限制中能掠奪更大的佔有率。本文以相機企業為主題，探討品牌的行銷策略及其品牌價值。由相關文獻，將理論與現狀結合，並以個案的方式，研究Canon企業之品牌行銷策略及品牌打造方面，探究Canon相機產業在全球與台灣之發展狀況及其品牌價值。最後附上結論及將來課題。本研究發現： 1. 品牌可以提供企業競爭優勢，包括降低行銷成本與易於從事品牌延伸。 2. 品牌聯想被建立後，會對競爭者產生進入障礙。 3. 鮮明的品牌識別，能使品牌行銷達到最佳狀態。 4. 品牌與企業形象相輔相成，利於與消費者建立良好關係。 Since the internet has come of age, large information can be transmitted faster in a convenient way due to the updating development of modern technology. In modern society,“brand”could be traded which plays a crucial role in company. What“brand”shows is just the image and the symbol of the company or the products. Once they place reliance on the brand, the revenue would increase which involves with more competitiveness for the company. In addition, the image of the brand shows a positive influence on marketing share rates. This research is organised as follows: Section 1 explains the purpose and methodology of this research. Section 2 looks at the strategies by using SWOT analysis to evaluate the competitive advantage of corporation. Furthermore, the marketing theories are used as a tool of marketing strategy. Section 3 analyzes Japan’s digital camera industry from the history and its development as well as the marketing strategies, comparing the difference between Japan’s nation brands and other global branding around the world. Section 4 provides the case study research of Canon, one of the top branding in Japan, to observe its strategies in digital camera industry and see how it works. The aim of this research is to discuss the major digital camera brands with their marketing strategies. By introducing the relevant literatures, integrating theories and researches into practice. The case study of Canon is also provided in this research with respect to its business strategies. The conclusion and the future perspective are suggested in the end. The finding of the study show that： 1. Brand can reduce marketing costs and easier to extend brand extension 2. Brand associations can create an obstacle to competitors. 3. Distinctive Brand Identity can help marketing. 4. Brand and corporate image has been connected.
Appears in Collections:	[Graduate Institute of Asian Studies] Thesis

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