Title page for etd-0620109-104359


[Back to Results | New Search]

URN etd-0620109-104359
Author Yu-jou Hsueh
Author's Email Address No Public.
Statistics This thesis had been viewed 5576 times. Download 31 times.
Department Business Management
Year 2008
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title none
Date of Defense 2009-06-06
Page Count 125
Keyword
  • Brand Marketing Strategy
  • Own Brand Manufacturing
  • Entrepreneur
  • Cultural and Creative Industries
  • Brand Positioning
  • Abstract The idea of developing cultural and creative industries has been putting forward by the government in recent years. As the result of regarding virtual channel and fashion flea market as a place to test market and well conditions to start an enterprise, there are more and more designers build their own manufacture's brand in the cultural and creative field. However, there are just a few brands can stand out from the crowd.
    This study was carried by case study and regarded 5 small-and-medium-sized enterprises in cultural and creative industries branding successfully as its sample. Use different dimensions to probe into the stage from case company’s brand building, brand positioning to brand’s marketing strategies drafting. Through the categorization and contextualization analysis establish a theoretical framework.
    According to this study, the power of self-actualization and dissatisfaction of industry conditions push designers to build a brand as a medium of living, creating and self-expression. To the small-and-medium-sized brands that own mostly 1 or 2 designers, the look of a brand is the style the designers have. Brand’s designers use their prior knowledge and experiences to form the brand’s spirit with their frame of mind. The process of brand position is the pattern or works added company’s competitive advantages, launched differential products and consumed by customers. On the other hand, brand owners hook up with consumers by
    exhibition, blog or each channel to pass product concept and brand spirit to. Consumers will combine and assimilate the perception of the brand while they buying and the meaning of the brand they realize while interacting with brand owners, then feedback to the brand owners. Such a feedback mechanism can help brand owners adjust the way they do to meet their ideal brand position with consumers’ perception. Furthermore, case companies set a niche market position into market. In the virtuous circle, brand community management lead companies and brand close to their customers and build an inseparable relationship.
    Advisory Committee
  • Pei-how Huang - chair
  • Tsuang Kuo - co-chair
  • Tai-hwa Chow - advisor
  • Fu-Yann Duh - advisor
  • Files
  • etd-0620109-104359.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2009-06-20

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys