商業智慧導入於力寶龍企業整合性行銷之研究
學年 100
學期 2
出版（發表）日期 2012-06-01
作品名稱 商業智慧導入於力寶龍企業整合性行銷之研究
作品名稱（其他語言）
著者 廖述賢
單位 淡江大學管理科學學系
描述 計畫編號：NSC101-2622-H032-001-CC3
 研究期間：201206~201305
 研究經費：322,000
委託單位 行政院國家科學委員會
摘要 隨著企業全球化且技術逐漸進步下，台灣高科技廠商過去的商業模式，從傳統的接單後製造生 產(Original equipment manufacture, OEM)，產業升級之後商業模式進化到接單後設計生產(Order design manufacture, ODM)，然後由專業代工慢慢轉變成自行製造且銷售，而創新的模式，也從製造 端延伸到品牌與銷售端，商業模式也發展成為接單後自有品牌生產(Owner branding manufacture, OBM)。故行銷對於廠商在進行產品技術研發、產品製造、品牌發展、與通路經營等發展的影響將與 日鉅增，其發展的經驗與知識也將變成企業重要的資源之一。而台灣高科技廠商在品牌與通路的發 展方面由於經驗不足，屢見失敗的例子。要順利的打造品牌與通路，整合性行銷將是不可或缺的方 法，唯有依據消費者及市場的需求，或者引導消費者及市場的需求，將產品及品牌的特性，結合通 路的力量，來制定整合性行銷的策略，可以使得通路中的產品組合銷售發揮最大的效率，並進而強 化商品品牌並累積品牌權益。本專案計畫以力寶龍(LIBOLON)企業股份有限公司為研究對象，力寶 龍企業的發展歷史，就是台灣紡織業成功的發展歷史。本計畫以整合性行銷(Integrated marketing)為 目的，嘗試導入商業智慧(Business intelligence, BI)於力寶龍企業，透過商業智慧架構的建立以及分析 工具的運用，以力寶龍企業的商業模式為例，以消費者需求鏈(Demand chain)為基礎，使用消費者的 資料分析，將個案公司顧客輪廓、產品地圖、品牌地圖、通路地圖之間的關聯性予以探勘，並透過 產品區隔(Product segmentation)與品牌區隔(Brand segmentation)的建立，來探索個案公司是否具有產 品線延伸(Product line extension)與品牌延伸(Brand extension)的可能行，將自有通路中的品牌與產品 作管理的規劃，從而將顧客、產品、品牌、通路間的整合性行銷模式建立。 In the trend of globalization and technology progress, Taiwan high-tech firms upgrade their business model from Original equipment manufacture (OEM), Order design manufacture (ODM) to Owner branding manufacture (OBM) by implementing innovation method from manufacture site to sales/marketing actives. Thus, marketing is more important on product design, manufacture, brand management and channel development than ever before, and this development knowledge becomes firms’ critical resource. However, this is not easy to achieve this goal by Taiwan high-tech firms because of lack of good enough experience and knowledge on brand and channel development. In terms of customer and market demand, an integrated marketing architecture combines brand characteristic, and channel power in order to maximize the product mix sales and enrich brand equity. By doing so, a successful business model on brand/channel development might be created on the market. This project investigates the LIBOLON as the case firm in terms of its history as the history of Taiwan Textile development history. In addition, this project proposes an integrated marketing architecture by implementing business intelligence to the case firm. By implementing analytical methods and solutions, in case of LIBOLON, this project explores the relationships among customer profile, product map, brand map, channel map in order to investigate possible alternatives of product line extension and brand extension based on product segmentation and brand segmentation. Accordingly, the case firm constructs an integrated marketing model on customer, product, brand and channel planning with a complete picture.
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語言 zh_TW
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