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| 研究生： |
蔡年芳 |
|---|---|
| 論文名稱： |
光學儲存媒體之品牌研究--以台灣廠商為例 |
| 指導教授： | 邱志聖 |
| 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： | 2006 |
| 畢業學年度： | 94 |
| 語文別： | 英文 |
| 論文頁數： | 107 |
| 中文關鍵詞： | 光學儲存媒體 |
| 相關次數： | 點閱：152 下載：0 |
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光學儲存媒體之品牌研究--以台灣廠商為例
Brands are more than just combined names and symbols. Brands represent more than a company, they represent a product and its consumers’ perceptions and feelings.
It is known that some analysts see brands as the major enduring assets of a company, outlasting the company’s specific products and facilities. In the last fifty years of Taiwan’s business development, original design manufacturing, also called ODM, has slowly transformed into original equipment manufacturing, also known as OEM. Surprisingly, relatively few Taiwanese entrepreneurs believe that the executing branding strategies and planning is a core competency.
Taiwan's manufacturers' success using the OEM (original equipment manufacturing) model may go against conventional wisdom and Western companies' emphasis on branding, but it has been the primary force behind the island's unstoppable growth over the years. By focusing on manufacturing, Taiwan's companies have been able to continuously improve their technology as well as the depth and variety of their offerings. Taiwan's unique relationship with mainland China has also allowed Taiwanese companies to take best advantage of inexpensive labor and factories there.
This study was written to better understand and analyze the development of branding, specifically among Taiwanese manufactures in the optical storage media industry over the past several years. This work attempts to address several questions:
1. What reasons would prompt optical storage media manufacturers to promote their own brands?
2. Is the profitability of OBM greater than that of OEM in the optical media industry?
3. Is there another alternative OBM model applied, for example, in optical storage media industry?
4. How can companies leverage their own brands while executing an OEM business model?
Through interviewing select companies in the optical media industry and with the use of qualitative methods, this study hopes to better understand and create a clear direction for managers devoted to brand development in the optical storage media industry of Taiwan.
List of Tables
List of Figures
Abstract
Chapter 1 Introduction
1.1 Research Background
1.2 Research Objective and Questions
1.3 Thesis structure
Chapter 2 Literature Review
2.1 Branding
2.1.1 Awareness
2.1.2 Interest
2.1.3 Understanding
2.1.4 Attitude
2.1.5 Buying Decision
2.2 Segmentation, Targeting, and Positioning (STP) and the Marketing Mix (4Ps)
2.2.1 Segmentation
2.2.2 Target Marketing
2.2.3 Positioning
2.3 Four Ps: Product, Price, Place, Promotion
2.4 Consumer Total Cost Rationality
2.5 Information searching cost
2.6 Moral hazard cost
2.7 Assets specificity cost
Chapter 3 The Overview of Optical Storage Media Industry
3.1 Demand (Market)
3.2 Supply (Manufacturing)
3.2.1 Optical Storage Media Worldwide Production
3.2.2 Compact Disk Recordable Media Production Share by Nation
3.2.3 Compact Disk Recordable Manufacturers by Production Share in 2004
3.2.4 Worldwide Single-Write Digital Video Disk Media Production
3.2.5 Write-Once Digital Video Disk Media Production Share by Nation
3.2.6 Write-Once Digital Video Disk Manufacturers Production Share
Chapter 4 Research Methodology
4.1 Research Procedure
4.2 Motivation
4.3 Preparation of Interview
4.4 Interview Sample Companies
4.5 Description of Variables:
Chapter 5 Summarize Interview Results
5.1 Collect Market Information of Branding
5.2 Select Sample Companies
5.3 Historical Pricing Development
5.3.1 Demand > Supply: Price increase from Q4/2002 to Q1/2004
5.3.2 Supply > Demand: Price drop from Q2/ 2004 to Q1/ 2005
5.4 Interviews of Distributors
5.4.1 The interview of TDK distributor
5.4.2 The interview of Imation distributor
5.4.3 The interview of Ridata distributor
5.4.4 The interview of Smartbuy and Digitank distributor
5.5 TDK Corporation
5.6 Imation Corporation
5.7 Ritek Corporation
5.8 CMC Magnetic Corporation
Chapter 6 Conclusion and Suggestions
6.1 Conclusion
6.2 Suggestions for Ritek Co. and CMC:
6.3 Limitations of the Research
References
Armstrong, Gary & Kotler, Philip, Marketing: An introduction 7e, Pearson Education
Inc., Upper Saddle River, New Jersey, 2005.
Arnold, David, The Handbook of Brand Management, Addison-Wesley Publishing
Company, 1992.
Alderson, Wroe, Marketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory, Homewood, Illinois: Richard D. Irwin, Inc., 1957.
Bagozzi, Richard P., Marketing Management, Upper Saddle River, New Jersey:
Prentice-Hall, Inc., 1998.
Chiou, Jyh-Shen, Strategic Marketing Analysis: Framework and Practical
Applications, Best Wise Co., Ltd., 2001.
Czinkota, Michael R. & Kotabe, Masaaki, Marketing Management, Second Edition,
South-Western College Publishing, a division of Thomson Learning, 2001
McCarthy, E. Jerome, Basic Marketing: A managerial Approach, Homewood, Illinois:
Richard D. Irwin, Inc., 1960
Reichheld, Frederick F. and Phil Schefter, “E-Loyalty,” Harvard Business Review,
(May/ April), pp. 105-113., 2000
Temporal, Paul, “Branding in Asia: The Creation, Development, And Management of
Asian Brands for The Global Market”, John Wiley & Sons (Asia) Pte Ltd, 2001
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