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| 研究生： |
林茂生 Lin, Cindy |
|---|---|
| 論文名稱： |
有效運用媒體創造成功的行銷計劃-以UNIQLO在台灣上市為例 Building a successful marketing plan by effective media – case study of UNIQLO launch in Taiwan |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2011 |
| 畢業學年度： | 99 |
| 語文別： | 英文 |
| 論文頁數： | 27 |
| 中文關鍵詞： | 媒體 、行銷計劃 、UNIQLO 、上市 |
| 外文關鍵詞： | Media, Marketing Plan, UNIQLO, Launch |
| 相關次數： | 點閱：859 下載：0 |
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Media is a vital l in building a global brand, in both awareness and preference creation stages. To become a true worldwide fashion retailing leader, UNIQLO employed massive communication in order to promote its products as well as announce the launch in Taiwan. The first campaign has successfully attracted young generation with proven media and sales results. In 2010, other giant fashion apparel brands Zara, H&M will enter Taiwan after UNIQLO, it’s critical for UNIQLO to tackle the competitions and ensure its growth and suitability in the market.
1 Background……………………………………………………………..1
1.1 Branding and Global Marketing……………………………….1
1.2 Role of Media in Building Global Brands……………………..1
2. Introduction of UNIQLO………………………………………………3
2.1 Background…………………………………………………….…3
2.2 Product and Technology………………………………………….4
2.3 Operation Model……………………………………………….…6
2.4 Expert Technical Guidance (Takumi Team)………………….…..6
3 Business Development…………………………………………………..7
3.1 First Store in Japan…………………………………………….…7
3.2 Expansion in Japan and Worldwide………………………………7
4 Building A Global Brand……………………………………………….9
4.1 The Milestone……………………………………………………..9
4.2 Brand Mission…………………………………………………….9
4.3 “Made for All” Statement…………………………………………9
4.4 Identity…………………………………………………………..10
4.5 Selection………………………………………………………….10
4.6 Communication & Differentiation……………………………….11
5 Global Advertising……………………………………………………..13
5.1 Advertising Philosophy………………………………………….13
5.2 Speaks Person……………………………………………………13
5.3 TV Commercial…………………….……………………………13
5.4 Print Ads…………………….…………………….………….…13
5.5 Internet………………………………………………………….14
5.6 Quality Management…………………………………………….15
5.7 Competitive Analysis…………………………………………….16
6 Launch in Taiwan………………………………………………………17
6.1 Background……………………………………………………..17
6.2 Target Consumer………………………………………………..17
6.3 Launch Campaign……………………………………………….17
6.4 Media Strategy…………………………………………………. 17
6.5 Results…………………………………………………………..21
6.6 Next Steps ………………………………………………………21
7 Conclusions……………………………………………………………24
7.1 Continue Brand/ Sales Momentum……………………………24
7.2 Maintain Clear Brand Strategy and Message…………………24
7.3 Always Provide New News to Market………………………..25
7.4 Building Virtual Store to Further Expand Business…………..25
7.5 Implications to Other Giant Fashion Brands…………………….26
1. Judd associates (n.d.) Brand Strategy: Introduction (http://www.juddassoc.com/brand-strategy)
2. Chevorn, J.R. (1995) Global Branding, Advertising Age
3. Carat Media Co. (Nov. 2010) Carat Media Weekly Report, No. 559
4. AC Nielsen Research (2009) AC Nielsen Media Index
5. Tadashi Yanao (Nov. 2010) Issho Kyuhai一勝九敗
6. Katayama Osamu (Dec. 2010) Yanai Tadashi No Mikata Kangaekata全世界都穿UNIQLO
7. Hill, Charles W.L. (2007) International Business: Competing In The Global Marketplace
8. Fast Retailing Website, UNIQLO Business (http://www.fastretailing.com/eng/group/strategy/)
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