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研究生:黃秀子
研究生(外文):HUANG HSIU TZU
論文名稱:進口瓷磚產業經營發展之研究
論文名稱(外文):A Study on Business Management and Development of Imported Tile Industry
指導教授:王郁彬
口試委員:何晉瑋黃焜煌王郁彬
口試日期:2022-05-18
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:代替論文:專業實務報告(專業實務類)
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:80
中文關鍵詞:異業結盟品牌差異化品牌知名度
外文關鍵詞:cross-industry alliancebrand differentiationbrand awareness
相關次數:
  • 被引用被引用:2
  • 點閱點閱:261
  • 評分評分:
  • 下載下載:27
  • 收藏至我的研究室書目清單書目收藏:0
台灣營建市場蓬勃發展,也為磁磚產業帶來龐大商機,國產磁磚之外,進口瓷磚提供了相對更多樣化且兼具新穎與潮流的選擇,市占率越來越高,競爭也相對日益激烈,本研究希望探討進口磁磚的經營與發展如何透過打造品牌與與差異化及如何提升知名度進而提高公司獲利。
本研究將針對進口瓷磚不同的經營型態如何發展品牌,並從標竿個案分析中了解進口瓷磚與其他產業異業結盟的可行性及是否能使公司具有品牌差異化的優勢,以及透過對不同經營型態跟顧客端的深度訪談,找出最適合進口瓷磚品牌行銷及經營策略的建議。得到的結論如下:
一﹑異業結盟確實可有效提升品牌知名度,但因總總因素與困難,大多數選擇與專業設計師合作。
二﹑除產品多樣豐富,優良的服務與品質,足以讓顧客留下正面的品牌印象,而連工帶料一條龍完成,解決普遍缺工的問題,是未來從事進口瓷磚銷售的業者,須具備的服務項目。
三﹑掌握客源與貨源才能算具備完整競爭力,如能運用品牌知名度與差異化及異業結盟的經營策略,企業必定能在市場上具備較長遠的競爭優勢。
Taiwan's construction market is booming, which also brings about huge business opportunities for the ceramic tile sector. In addition to domestic ceramic tiles, imported ceramic tiles provide relatively more diverse and novel and trendy options. As the market share is getting higher and higher, the competition is also increasingly fierce. This study hopes to explore how the operation and development of imported ceramic tiles business can improve the company's profitability by building brand and differentiation and raising awareness.
This study focuses on how to develop brands for different business forms of imported ceramic tiles, and from the benchmark case analysis, understands the feasibility of cross-industry alliance between imported ceramic tiles and other industries and whether it can enable the company to have the strengths of brand differentiation. Through in-depth interviews with the customers in different business forms, this study finds out the most suitable suggestions for the brand marketing and business strategy of imported ceramic tiles. The conclusions are drawn as follows:
1. Cross-industry alliance can indeed effectively enhance brand awareness, but due to various factors and difficulties, most companies choose to cooperate with professional designers.
2. In addition to the rich variety of products, excellent services and high quality are enough to leave a positive brand impression on customers. However, the delivery of turnkey service solutions with workmanship and materials included can solve the problem of general lack of labor. This is the service that should be provided by future operators engaged in the sales of imported ceramic tiles.
3. Only after an enterprise has secured adequate sources of customers and goods can it be regarded as having complete competitiveness. If an enterprise can take advantage of the business strategy of brand awareness and differentiation and cross-industry alliance, it will definitely have a long-term competitive edge in the market.
第一章 導論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 7
第二章 產業背景概述 9
第一節 產業分析 9
第二節 競爭者分析 22
第三節 品牌知名度 25
第四節 行銷策略 29
第五節 異業結盟 32
第三章 學理基礎 35
第一節 SWOT分析 35
第二節 標竿個案分析 39
第三節 訪談法 45
第四節 訪談對象 47
第五節 訪談題目設計 49
第四章 策略與解決方案 51
第一節 訪談結果與分析 51
結論與建議 57
第一節 結論 57
第二節 建議 59
參考文獻 61
附錄 65

一、中文部分
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朱嘉雯(2006)。消費性數位相機品牌知名度與產品風格對消費 購買決策之影響。未出版之碩士論文,銘傳大學設計管理研究所在職專班,台北市。

李連滋﹑江淑芬(1997)「我國潛在新興產業SWOT分析~以生物技術產業為例」,經濟情勢季評論季刊第3卷第3期,11月,P.95-108。

黃俊英(2007),行銷管理,台北市,華泰文化。

蔡孟筠(2010)。品牌策略﹑品牌體驗﹑品牌權益與品牌績效之研究~數位相機產業實證。未出版之碩士論文,國立台北科技大學商業計畫與管理研究所,台北市。

二、英文部份
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Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, (3).102-120


Aaker, D. (2004). everaging the corporate brand. California Management Review, 41(3), 102-24.

Active Surfaces ACTIVE SURFACES / Self-cleaning efficacy – Case History March 2,2021,from https://www.youtube.com/watch?v=SM_eUBt6EoA&t=61s

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Ceramica Fondovalle. Piastrelle in gres porcellanato. from https://fondovalle.it/

Chandler, A.D. (1962), Strategy & Structure, Cambridge: Harvard University Press

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DelConca. Stoneware Floor and Wall Tiles - Ceramica del Conca.from https://www.delconca.com/en/info/Landing-dinamika

Drucker, P. (1954), The Practice of Management, Harper & Brothers Publishers, pp. 27-62.
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Foroudi, P. (2019). Influence of brand signature, brand
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Glueck, William F. (1976). Business Policy: Strategy Formation & Management Action, 2nd ed., McGraw-Hill.

Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-PurchaseProduct. Journal of Consumer Research, 17(2), 141-148

IRIS The LUCE collection
https://www.irisceramica.com/products/luce/floors-luce- silver?_gl=1*193h5bn*_up*MQ..*_ga*MjI5NjMyOTIxLjE2NTU3MzQyOTI.*_ga_CHER6SYSE5*MTY1NTczNDI5MS4xLjEuMTY1NTczNDM4NC4w

Keller, K.L, (1993), Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity.” Journal of Marketing, vol.57, pp.1-22.

Kwllwe, K. L. (2001). Building customer-based brand equality. Martketing Management,10,15-19.

Kotler,P(1999).Marketing Management: Analysis ,Planning,Implementation,and Control.(10th ed.).New Jersey: Prentice-Hall.

La Fabbrica imagine
https://www.lafabbrica.it/prodotto/imagine/?lang=ru
Mirage. Ceramic Tile Collection. from https://www.mirage.it/it/

Porter, M. (1980), Competitive Strategy, New York: The Free Press.
RAK Ceramics.Large format tiles. from https://www.rakceramics.com/asia/en/

REFIN Affrescati 2021/10/24
https://www.youtube.com/watch?v=kN4SeXhVqU0

Von Neumann, J., & Morgenstern, O. (1947). (2nd rev. ed.). Princeton University Press.

Weber, K., Chathoth, P.K. Strategic Alliances. In: eds. Handbook of Hospitality Marketing Management. Oxford: Butterworth-Heinemann, 2008: 501-523.




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