English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52048/87179 (60%)
Visitors : 8877483      Online Users : 308
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87258

    Title: 產品延伸行銷策略之研究 : 以P公司提神飲料為例
    Other Titles: A study on marketing strategy of product extension : taking the refreshing drinks of P company as example
    Authors: 賴怡君;Lai, Yi-Chun
    Contributors: 淡江大學國際企業學系碩士在職專班
    林志鴻;賴錦璋;Lin, Jyh-Horng;Lai, Chin-Chang
    Keywords: 使命陳述;提神飲料;產品延伸;Mission Statement;refreshing drink;product extension
    Date: 2012
    Issue Date: 2013-04-13 10:53:58 (UTC+8)
    Abstract: 本研究是以台灣地區非酒精飲料產業中的提神飲料為研究目標,以廠商理論為基礎,探討飲料製造商如何因應環境變化,適時發展出適合該企業之競爭策略。並採用Lin and Pao(2004)建議的企業策略評估架構,檢視個案公司在企業自行建立的使命陳述下,分析該公司之內部、產業與總體環境優勢競爭條件,進而歸納出形成該企業獨特競爭策略的重要因素。透過國內外文獻探討及產業間的資料收集,本研究結論歸納如下:
    This study takes refreshing drinks of non-alcoholic beverage industry in Taiwan as the objects, and firm theory as the basis, to discuss how the beverage manufacturer adapt to environmental changes and timely develop competitive strategies that work for the company. Using the corporate strategy assessment framework suggested by Lin and Pao (2004), this study examines how the case company analyzes its internal , industrial and overall environmental competitive advantages under its self-established mission statements, and further summarizes important factors in forming a company’s unique competitive strategies. Through domestic and foreign literature review and inter-industry data collection, the conclusions of this study are summarized as follows:
    1. Whether a company can smoothly reached its goal in a competitive environment depends on not only the direct impact of the internal environmental factors, but also external environment changes which are major factors that often influence the development of a company. A company must be able to examine its advantages and shortages at any time, to timely adjust its strategies as execution methods for specific services.
    2. Under the business mission of "beverage experts who cares about your health", the case company practiced its best marketing strategies to expand female consumer market while meeting its own mission statement, by summarizing the competitive strategy of "product extension and market share expansion" through internal and external environmental analysis, developing products with taste and appearance that appeal to female, implementing the best advertising strategy that meets female needs, and extending market channels in the way of low-cost marketing.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback