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1
Yershova, Anastassiya. "Marketing strategy of the company Quintessentially." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114375.
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The aim of this thesis is to analyze the business environment in Czech Republic for the concierge service industry. Moreover the central idea behind the topic is to develop the implementation strategy in the Czech market of the company Quintessentially, world leader in Luxury Concierge Service. This thesis work is a mixture of theory and practice analyses. The topic of the thesis is viral and up-to-dated because Czech Republic market has a good potential and excellent conditions for the new industry to develop and grow.
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Fistein, Benjamin. "Designing a Communication Strategy for a Start- Up Company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194093.
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This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.
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Maliti, Mbulelo Bruce. "Assessing a marketing strategy for an engineering consulting company." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1489.
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The engineering consulting industry in South Africa witnessed an overwhelming growth before the 2010 Fifa World Cup. The country had a lot of infrastructural development that needed the services of consulting engineers. A lot of people saw the challenge as a business opportunity and started their own consulting engineering companies. The demand for consulting engineering services was high before the 2010 Fifa World Cup; this changed after the completion of projects that were due for the world cup and some had to close or retrench staff due to scarcity of projects. The completion of 2010 Fifa World Cup projects is not the only challenge faced by the engineering consulting sector; government policies such tendering and procurement procedures that do not acknowledge performance, lack of funding etc. It is therefore important that companies look for better ways of gaining competitiveness in order to get more projects. These companies must not only rely on government projects but do marketing on the private sector as well. The purpose of the research is to assess and develop a marketing strategy for Company X Consulting engineers. A literature study on most successful marketing strategies employed by other service oriented companies was conducted. The literature study also comprised of the perception of marketing amongst consulting engineering companies. From the literature study mentioned above; questionnaires were drawn towards the development of a marketing strategy for Company X consulting engineers. The findings of the questionnaires were analysed and recommendation were made for the development of a marketing strategy for Company X.
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Bartes, Karel. "Marketing Strategy of a Multinational Company for Emerging Markets of CIS States." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2418.
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The saturation of Western markets, strong and predatory competition, and the end of supranational state units, all these factors have contributed to eminent interest of multinational companies in the newly created markets of the Commonwealth of Independent States. For that reason, the thesis discusses marketing theories as well as a wide range of marketing strategies and tools tailored to local specific cosmetics markets based on executed situation analysis.
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Pattararittisak, Pharktanat, and Nicha Chienchiranai. ""Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company"." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6308.
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Abstract
Date: May 21, 2009
Program: International Marketing
Course name: EFO705 Master Thesis
Title: Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company
Authors: Nicha Chienchiranai 851212-T107
Pharktanat Pattararittisak 820930-T251
Tutor: Daniel Tolstoy
Problem: How can Thaiearthtone exploit opportunity in foreign market by using e-marketing strategy?
Purpose: To develop an appropriate e-marketing strategy to increase satisfaction of existing customers and simultaneously attraction of new customers.
Method: This research is based on qualitative research, using exploratory research method. The theoretical framework used in the research is E-Marketing Strategy which is developed by the authors with some adaptation from E-marketing Mix Strategy. The findings were obtained from an in-dept interview as well as second hand sources including Thaiearthtone's website and others.
Conclusion: With the increased number of e-commerce firm, to be stand out of the crowd is rather difficult for small company like Thaiearthtone especially that the target market are foreigners. To successfully exploit its opportunity in overseas market, Thaiearthtone could probably take the idea from the authors' own developed E-marketing strategy into consideration, and adapt it to the current situation of the company.
Key words: E-marketing, E-marketing Strategy, E-commerce, Relationship Marketing and Site Usability
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Veselý, Tomáš. "Proposal for an international Marketing Strategy for a Selected Company." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-403840.
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The master’s thesis analyses a selected company operating in the tourism industry. The company has customers from more than five countries and specialises in offering hotel services in the Giant Mountains, especially for Czech, Polish and German clients. The result of this thesis is an international marketing strategy that is in line with current trends in the hotel industry. The secondary objective is to segment current and potential customers by using Google Analytics when preparing international marketing strategy.
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Mitchell, Lorianne D., and Dana Harrison. "The Evolution of Ford Motor Company’s Green Marketing Strategy." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/8332.
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Gregor, Lukáš. "Zdokonalení firemní marketingové strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223480.
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The master’s thesis aim is a proposal of an improvement of the company marketing strategy. The analyzed company is involved in a providing of complex services which correlate with realm of internet presentations, web design, online shops and internet marketing. The theoretical part of the thesis is focused on explaining the problems of marketing, strategy and company business environment, online business and the way to improve company marketing strategy. The analytical part is engaged in analysis from a viewpoint of contemporary strategy, marketing, company operation, market research, business environment and currently offered services. The final part of the thesis includes proposals to improve the company marketing strategy and it mentions effects on current particular factors.
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Chovanec, Marek. "Uplatnění marketingu v řízení sportovního klubu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224956.
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The main objective of this master‘s thesis is marketing strategy suggestion in a professional ice hockey club HC Oceláři Třinec. I have defined a few partial objectives before assessment of the main intention. The first part offers description of company makroenvironment analysis and sectoral analysis. There is marketing mix analysis to detect current marketing management situation of the company. Also, this master‘s thesis includes the marketing research. Based on all acquire data, there will be provided some suggestions and recommendations leading to marketing improvements and management optimization.
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Ahlstedt, Magnus. "Implementation of an IT based Marketing information system in a high tech company: MBA-thesis in marketing : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-259.
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Aim: The aim of this thesis has been to try to answer the question of how an IT based marketing information system support the formation of business and product related strategies and when and how such a system should be integrated in a company
Method: Analytical meta-study of published literature condensed through a SWOT analysis and combined with a qualitative evaluation of questionnaires directed to companies with experience of developing and implementing marketing information systems.
Result & Conclusion: Company size and market volatility decides the time of implementation of a marketing information system. Implementation should be initiated top-down in order to secure full organisational inertia. The approach should be holistic and tailor-made for each specific organisation. Users should fully integrated in development and implementation.
Suggestions for future research: Supplementary work could be carried out in trying to quantify how a marketing information system affect the new product time to market and the strategic mismatch to real market development, hence the efficiency of such a system. Another question of interest is the organisational inbound resistance to change, how this resistance affect the implementation of a marketing information system and how to overcome the boundaries it poses.
Contribution of the thesis:This thesis contributes with a general framework that sustains the implementation of a marketing information system. It answers the initial questions that a manager has, standing before the possible implementation of such a tool.
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Pokorný, Petr. "Návrh úprav marketingového mixu vybrané společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-442337.
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The diploma thesis focuses on the design of the marketing mix of the selected company. It is divided into four parts. Objectives and methodology, theoretical, practical and design part. The first part focuses on defining the objectives of the diploma thesis and at the same time describes the used methodology, the second chapter deals with the theoretical knowledge, the third chapter deals with the practical processing and the last one is concentrated on the design solution of the marketing mix of the company, while the whole work compares theoretical knowledge with reality.
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Culling, Benjamin George. "Marketing strategy implementation and value proposition in the mindsets of multinational company subsidiaries." Thesis, De Montfort University, 2006. http://hdl.handle.net/2086/4293.
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Hadová, Petra. "Marketingová strategie firmy Henkel na českém a zahraničním trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192545.
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The presented master thesis deals with the marketing strategy of Henkel corporation, specifically Division Laundry & Home Care. The first part of this work deals with introduction of Henkel, its history and current development. The second part is devoted to the questionnaire survey. Three hypotheses were specified before assembling the questions. The survey should inform me about Henkel's situation on the market and about its brands. The marketing mix will be recommended for the worst brand of Henkel's portfolio. Henkel will get several recommendations that could help the company in the future strategic steps. The conclusion summarizes the results, which I concluded. In the conclusion are solutions that could help minimize losses in the future.
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Sedláček, Oldřich. "Marketingová strategie produktu u vybrané obchodní společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442894.
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The master‘s thesis is about creating a real marketing strategy for the hygienic product by the trading company called Hygset s.r.o. located in Brno. The first part summarizes the theoretical basis of the thesis and defines terms related to marketing strategy. Follows complex analysis of the current state by professional methods and research. Based on the findings in the previous parts, consumer-oriented marketing strategy itself is prepared so the strategic goals of the company are reflected.
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Táborský, Michal. "Vliv implementace odlišných marketingových strategií na hodnotu firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74540.
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In my diploma thesis I focus on valuation of the firm after implementing various marketing strategies. The first part of my thesis introduces the theory of firm valuation and marketing strategies. In the second part I apply the theory on a practical example of Benzina Ltd. The result of my thesis is the value of the firm Benzina after implementing two different marketing strategies and their comparison.
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Zheng, Kangbin, and Shiying Yan. "Marketing Strategy during the Global Financial Crisis－a Case study of Great Partner Company, China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-13458.
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This study aims to explore the implementation of marketing strategies on companies during the financial crisis, and to identify those strategies that can help a company to remain successful during a period of economic downturn.
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Lin, Shu-Ling, and 林淑玲. "The Marketing Strategy of Kelti Company." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/76792294171470282136.
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碩士中興大學
高階經理人碩士在職專班
99
As the change of the life style in Taiwan, people’s standard of living has been upgrading. And the change of living also makes people pay more attention to maintain good health and prevent from getting older. And it’s the main cause that the thesis choose the health and beauty industries to be the case study. What is the suitable marketing strategy to deliver exactly message to customers and to successfully promote self products? It’s really the key point to the healthy and beauty industries. And the purposes of the thesis are these listed. 1.What are the main effecting factors to design and choose the marketing channels for healthy and beauty industries? 2.How to choose the most suitable marketing channels for healthy and beauty industries? 3.How to make and manage the marketing strategies for healthy and beauty industries? After analysis of the thesis, we find that the strategies of Kelti International Company including direct marketing, store marketing and consignee and it uses the same strategies to expand to market of Mainland China. Besides, Kelti International Company wants to expand to markets all over the world. It also makes strategies including brand recognition, mastering of supply chain and the market changes, expanding of the global bases and the matching of electronic commerce.
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劉靜文. "Bancassurance Marketing Strategy in Financial Holding Company." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/53864130573346802035.
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Lai, Yu-Li, and 賴玉莉. "The Differentiation Marketing Strategy for Construction Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/7dz994.
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碩士國立雲林科技大學
企業管理系
106
The case company is a small construction company which combines aesthetic and nature characteristics together to create a unique construction style and company brand image in Yunlin county. We used three construction projects to discuss and analyze the current status of construction industry and environment factors to result in the organization revolution. To understand the external environment factors, we used PEST model to analyze the industry environment systematically. Then, we adopted differentiation marketing strategy and combine with mix sales strategy to create competitive advantages. How to enhance the value of houses in the future is a critical issue to the survival of the construction companies. A good company not only provides the adequate quality to consumers but also to understand the importance of product launch timing and consumers’ needs. Besides, customers’ loyalty would result in customers’ satisfaction.
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Kiran, Revina Natasya, and 鍾惠珍. "A CASE STUDY OF MARKETING STRATEGY ON COMPANY TURNAROUND." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/14700900017541751895.
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碩士國立臺灣科技大學
管理學院MBA
101
Saturated market likely happens once a product is in maturity stage of product life cycle. Many companies are already aware of the problems of market saturation of their industry and start having early intentional designed of their product or service for replacement at some point. The growth of population and economy drive the penetration of product penetrate faster into the market. More competitors start to come up and the product are successfully reach maximum amount of market. The market becomes mature and sales grow slower. Though, market saturation can be considered as a successful sales record. However, business does not simply work this way. Companies are not established to simply sell a product and then dismantle the business. Most businesses are long-term ventures. Therefore, once the market becomes saturated with their products, they are presented with a challenge of how to continue generating revenue. This study will elaborate the marketing strategy in saturated market in order to continue generating revenue, to prevent further decline. Furthermore, the marketing strategy process and ideas was proposed in this study. It is also found that leadership role plays an important role as a tool to support the successful of all the management process and marketing strategy implementation in facing saturated condition.
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Chen, Chih-Tsung, and 陳志聰. "Applying Kano Model to analysis Strategy Marketing - A Case of Multilevel Marketing Company." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/30918405233271308684.
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碩士朝陽科技大學
企業管理系高階產業經營碩士在職專班
105
This research analyzes how the multilevel marketing company attracts consumers, educates consumers and retains the business strategy of the marketing strategy. This research analyzes the culture and characteristics of the New Image company(Branch Taiwan), and analyzes the new company's strategy for the consumer strategy Marketing style, and in addition to the marketing quality characteristics of these strategies, this study uses Kano model and IS model to design questionnaires as quality classification and improvement suggestions, such as: charm quality, one-dimensional quality, no difference quality, of course quality and reverse quality, Find out where it is less and improve. And the use of chi-square distribution results found in different gender and age groups, the strategy of marketing quality classification differences, The result of this research suggest New Image company(Branch Taiwan) how to improve its strategic marketing.
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YANG, CHUI CHING, and 楊垂青. "A Study on Database Marketing Strategy of Video Rental Company." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/95292221146529179985.
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碩士長庚大學
管理學院碩士學位學程在職專班經營管理組
98
Through the network of broadband spread gradually and video technology evolve rapidly, the video can be unlimited downloaded, pre-recorded and does not need to return the rental. The new rental model, online streaming (Streaming) and online download video (Online Download) be created. Those traditional rental shops sense the competition and the pressure of survival. From customer’s renting process, video rental company can synchronize access customer information and transaction records. Information includes gender, age, date of membership, rented movies category, date and amount of loan et al. Therefore, how to properly handle these materials to enhance customer satisfaction and customer loyalty will be the very important issue to the video rental company. This study divided into four steps which will use the cluster technology of data mining, and investigate the customers and the value of clustering. The first step is to base on RFM (Recency, Frequency and Monetary) theory to rate each customer and calculate each customer's MLE (Maximum Likelihood Estimation) and WMLE (Weighted Maximum Likelihood Estimation) information to understand each customer's active trend. The second step is to use MS SQL Server 2008 clustering technology to group different value of customers by using RFM, MLE and WMLE data. The third step is to verify the clustering results using the decision tree. Then, using the clustering result generates four customer groups which named the weight level, the volume level, the potential level, passive level. Last, the study further explores the characteristics of each group of customers to understand merchandise preferences to develop marketing strategies. This architecture hopes to distinguish the different value of different customer groups and understand consumer preferences to pick out the key target customers. A case company through differentiated marketing, with a variety of ways can attract and retain customers, establishing long-term relationships with customer. The case company can focus on target customers accurately to use of limited human enterprise, cost, time and other resources in the development and implementation of marketing strategies to create the greatest synergy.
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HO, WEI-CHEN, and 何維政. "Building and construction industry's competitive strategy and marketing strategy-as A company for example." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/9bvwap.
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碩士國立清華大學
高階經營管理碩士在職專班
103
Construction industry or real estate industry will not only be affected by changes in the economic and social environment. Rhe different parts of the land costs and consumer preferences also affect the construction industry and the real estate industry's development in recent years, rising prices, many new cases are built. Although the government has hit housing policy, but real estate is still a need which people think of assets, and therefore still intense competition within the industry. The industry is bound to launch a special marketing strategy and product items to attract the attention of consumers. Therefore, this study hopes by way of case studies to understand the cases in which the industry position of the company and its competitive analysis of the situation and make recommendations for the case company's marketing strategy.
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Martine, Nikiema, and Nikiema Martine. "Marketing Strategy of a Taiwanese Solar Lamp Company in Burkina Faso." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/75061747512717967562.
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碩士嶺東科技大學
國際企業研究所
99
The eighteenth century was the new departure for the economic world. During that period, the objective of each firm was to produce and sell through the international market (mass production and mass consumption). Every firm kept on producing and the overproduction was one of the causes of economic crisis in 1929. In the new economy,everything has changed. To understand the new economy, this study uses a qualitative method (e.g. document analysis) to analyze the marketing strategy of a Taiwanese solar lamp company in Burkina Faso. After analysis, compared to the Industrial Revolution, the concept of today’s companies is built on knowing consumer’s needs and wantsinstead of seeking markets after making the product. This concept is what the new economy called “marketing”. Through an analysis of the marketing strategy of the company, the findings of this study show the solar lamp is a necessity for the schoolchildren in Burkina Faso. This research also proposes SWOT analysis as a comprehensive strategic planning for the company to achieve a sustainable competitive advantage. Through the SWOT analysis, the company’s strengths are more than its weaknesses. Also there are more opportunities than threats according to the results. After SWOT analysis, it appears that: (1) There are no major political, economic, cultural, and environmental factors of Burkina Faso that influence negatively the strategy of the company. (2) The main weakness of the company is the lack of branch or office (of the company) in Burkina Faso. (3) As far as other external aspects of the company are concerned, the threat arises at the level of competition. Indeed, a last minute competitor has emerged on the market. This threatens the company cost advantage and cost strategy on the marketplace. (4) But thanks to the high quality of the product and also with the involvement of the Taiwanese Government for the promotion of solar lamp, Goldenwell is very lucky to resist its competitor’s attack in Burkina Faso. (5) Another aspect is the confidence of World Bank's project "Lighting Africa” on the quality of the product of Goldenwell especially the product design capability. Keywords: Marketing strategy, Burkina Faso, solar lamp, competition
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Hsueh, Ping-chun, and 薛秉鈞. "Marketing Strategy Analysis of Real Estate of Vietnam- P Company Case." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/k5df8m.
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碩士國立中山大學
高階經營碩士班
103
In 1986, the Vietnam government underwent economic reform by an open policy. In the near decade, gross domestic product (GDP) growth in Vietnam was 6% on average. Due to the government’s policy pomotion, the real estate is vigorously developing. Meanwhile, Saigon (Ho Chi Minh City, HCMC), the largest city in southern Vietnam, was an important nodal point for trade. Both domestic and oversea real estate developers actively invested in HCMC, which is a special place that demonstrates the influence of multiple colonized history background, such as China, France, Japan, and America. Developers from different countries all have to take cultural issues and various types of consumers’needs into consideration in order to create the best marketing policy. Therefore, how to choose appropriate marketing strategies to seize the opportunity, expand the territory, and then to create a profitable achievement, becomes the main motif of this research dissertation. This research is based on a case company’s real estate marketing strategies located in Ho Chi Minh City. The beginning of this dissertation will clarify relevant theories about marketing strategies and tools as the foundation of the argument, and then analyze the industrial environment to find out the opportunities and threats externally, also the strength and weakness inside the company itself. Thus, a case study will be conducted via the process to sort out and conclude necessary secondary information. Eventually, the conclusion will advise suitable marketing strategies as references to this case company. Through the case survey, the conclusion of research take the stresses which the real estate developer in Vietnam should pay attention to as follows： 1、 Design project base on understanding custmor demands. 2、 Cultivate holistic marketing concept.
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CHIEN, CHENG-CHOU, and 簡正宙. "Marketing Strategy of Leasing Industry-A Case Study of C Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/k3sp73.
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碩士逢甲大學
經營管理碩士在職學位學程
106
The leasing industry in Taiwan, for past four decades, has provided small and medium size businesses as a platform of funding and entrepreneurship, accelerated coordination of corporate financing, and development of commercial activities. It has significantly boosted the economy development of Taiwan. Its existence is necessary as its products and services have been diversifying and moving toward financing gradually, and therefore has become another financing channel besides banks. This study focuses on the leasing industry in the financial ecosystem by comprehending the operation strategies with case studies. It targets the severe competition among banks and leasing companies in Taiwan and the challenges for global strategy, including the differences of economy conditions, customs, and preparation of expatriate staffs. The study tries to answer how a corporate can maintain its leading position, increase its global competitive advantage, and therefore improve a corporate’s core competence. It aims to provide marketing strategy ideas and recommendations for the leasing industry through comprehension, study, and preparation. C company grasps the pulse of the world, uses keen market observation, makes full use of industry knowledge and resources, invests in industries that are relevant to the leasing industry, provides differentiated products for the industry, and widen the gaps among competitors in the leasing industry. By providing financial peripheral services, it complements the banking system, increases the channels for companies to obtain capital, reduces the cost of acquiring assets, accelerates the integration of globalization and transnational resources, and advances toward the goal of a world-class financial and financial company.
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林信憲. "Marketing Strategy of Silicone Hydrosol Contact Lens:The Case of X Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/z2mh67.
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碩士逢甲大學
經營管理碩士在職學位學程
106
The development of contact lenses in Taiwan has been in progress for nearly 20 years. The rapid development of this industry has been growing year after year because people are more fascinate using 3C products than ever. In addition, the appearance aspect of contact lenses has become a mainstream consumer market. Afterwards, the development of the contact lens of the silicone hydrogel material contact lens began as a medically corrective product for eye health on the market. However, due to the late entry into the market of the case company, the local brand competition is very intense. The development of the silicone hydrogel material contact lens is still on its beginning stage, so the price is relatively high and not commonly accepts by most contact lens users. Consumers' health awareness has just risen. What would be the best strategy to enter such intense competitive market? In the contact lens Sales process, the third party needs to be middle factor to introduce products and sales to every single consumers, the key role of the channel operators and the way of marketing will be different? How much difference does it make with the marketing tactics compare to the general consumer goods? What kind of marketing activities in this channel is the most effective, what kind of marketing promotion failure is the highest risk, these marketing regulations are required to reflect to the company's management strategy, and must be the simulation internally, to be able to carry out all the implementation details in the operation of the sales channel.
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Wei, Chia-Yu, and 魏嘉妤. "Research on Environment-Adaptive Marketing Strategy - A Case of Company S." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3qtkr6.
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Chen, Shu Ping, and 陳淑萍. "A Study on Marketing Strategy in the Era of Marketing 4.0: A Case of Company C." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3mf3v5.
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碩士國立中山大學
管理學院高階經營碩士學程在職專班
106
The booming of digital and 3C products has influenced in the formation of digital marketing development. Many businesses have adopted various strategies and marketing model in the digital market environment. However, some companies has limited budget issues and have tried the cost-effective methods to maintain market competition. Social media platform has adopted by many companies because of free-charge use, and some products and services could gain more customers’ attention through keywords seeking approach used by customers. Digital marketing and information communication technology (ICT) has advantages of efficient information exchange and qualified service encounter of customers. In many cases, customers are satisfied with information and services that companies provide. Research has shown that many companies has tried to explore the influence of digital communication platform and know the method to exert digital marketing in customer relationship management. This research used case study analysis to exmine the development model as well as strategies of new brand “Zhi Zhi red-Leng series” and 5 A of marketing methods. Having the support of thd Oldsichuan research and procurement team, the first Zhi Zhi red-Leng store started at a department store (Dream-mall), company logo and marketing strategies gain the supports from customers, and the brand will expand to more customers. This study comb the development process of Zhi Zhi red-Leng, examine some service issues, and assert suggestions for entrepreneurs.
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Lee, Tzu-Lin, and 李梓林. "The Study on The Marketing Strategy for The Life Insurance Broker Company." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/64477816754072919415.
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碩士淡江大學
保險學系保險經營碩士在職專班
97
The main purpose of this document is to provide guidelines of how to manage insurance broker company. By looking into This research paper primarily discusses purposes that the life insurance broker company-managing method about marketing business development and draws up promotion strategy in according to management ideas, operation business goals, market position, and development scale. The object of study, for the life insurance broker company, is to analysis influence between organizational performances and business development in insurance marketing strategy planning, decision, and execution. The main method used by this study is exploratory research. Also through the related literary discussion and organization with eight executive officers of eight life insurance broker companies, comprehensive analyses have been conducted to propose concrete and specific suggestions as references for the business. The research expects to be helpful to the life insurance brokers’ mangers, and to provide reference materials to the insurance industry on marketing strategy and channel management. In front of the changes of the financial environment and intensive market competition, insurance brokerage channels have great achievements in both registered sales force and premium income in recent year. For the channel manager, the all-important issue is how to achieve higher operation performances and goals in such a competitive channel environment. Based on the analysis results, two conclusions were proposed to the life insurance brokers on strategy planning of marketing First, scale of operation, goal direction and idea of managing mindset of insurance agent''s company, have so much to do with the drafting of marketing strategy.Some insurance broker company''s marketing strategy direction considers that more advantageous innovation products and agency fee rate, some companies develop the marketing strategy by using a number of flexible plans. Second, it is not like to know someone by friends’ introductions to get a new customer any longer, as it was decades ago. How to provide financial analysis, to fulfill consumer''s requirements and demands is the key to seize new customers. To increase opportunity to close sale,professional training, flexible promotional strategy and holding seminar are essential. 表單編號：ATRX-Q03-001-FM031-01
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Huang, Chiu-Ping, and 黃秋萍. "Marketing Strategy of Life Insurance-A Case of T Insurance Agency Company." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/86313955706371303943.
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碩士大葉大學
事業經營研究所碩士在職專班
95
Under the trend of financial liberalization, many controls in the banking industry have been lifted in recent years. As the entry obstacles for new products and new competitors have been removed, the profit sources of traditional banking businesses would constantly be compressed and decline year by year. Thus, since new banks were permitted to set up by the government in 1991, the domestic banking industry has entered a highly competitive era. In face of macroeconomic tendencies, emergence of crises, impact of market competition, modification of laws (such as Financial Holding Company Act), and structural changes of the industry, the banking industry not only has to cope with competitors but also needs to resist others industries so as to eliminate the pressure of survival. By establishing an insurance agency company, T Bank offered insurance services (bancassurance) to generate high revenues from handling fees. The excessive funds in the financial market were also adequately digested by bancassurance. Now, T Bank’s institution of an insurance agency company has become an example for other competitors in the financial industry. Thus, all the banks have entered the Warring States Period to promote the sales of bancassurance through the insurance agency system. In order to expand its market share, T Bank has applied numerous marketing strategies and promoting tactics. In the aspect of product promotion, it sold year-term deposit insurance products in the beginning. Now it is focusing on the investment type of insurance products. However, due to the replacement of personnel, uneven insurance advisors, and low intention of financial specialists to sell unattractive products, financial specialists will finally tend to promote more homogeneous and easy-to-sell financial products.
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許木樑. "Marketing Strategy of the Touch Controller IC - An example of E company." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/16940330415749305944.
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碩士國立清華大學
高階經營管理碩士在職專班
99
Recently, the popularity of wireless and networking and information, coupled with cloud computing environment is relatively mature, Individual portable devices, such as smart phones and tablet PCs, drive the rapid growth of the touch panel market , Touch panel formed the market size of 5.93 billion in 2010 , a substantial growth of 152% over 2009. Displaybank research estimates touch panel market size in 2011 is expected to 76% growth, reaching 10.42 billion U.S. dollars, and there would be one mobile phone is equipped with touch panel in three phones. And the touch panel market scale is expected to grow 2.6 times of 2010 in 2014, reaching 15.64 billion U.S. dollars, it means the annual compound growth rate is 46%. Meanwhile, the touch panel smart phone in mobile phone market proportion is expected to be raised to 50% share. From the technical perspective, the capacitance (Projected Capacitive) touch panel technology is the mainstream in next few years. Capacitive touch panel technology occupied 36% in 2010, which is deemed to expand 54% in 2011 and 73% in 2014. In particular, the proportion of mobile phone with capacitive touch technology would increase rapidly from 48% (2010) to 85% (2014). The success of Apple iPhone/iPad is not only made by touch feature, but also by the innovated portable devices business service model in which the content is the main factor. It indicated the coming era has been shift to 4C(Computer，Consumer，Communication，Content) age from current 3C age. E company was originally a consumer IC design house. The aim of this study is to analyze how it transforms into touch panel solution provider successfully with industry trends integration. Furthermore, this study intends to develop and analyze the touch panel IC market model through the Porter Five Forces Analysis, SWOT analysis, strategy for competitive advantage, and co-competition strategies, game theory.
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Tsai, Yan-Ming, and 蔡炎明. "The Marketing Strategy of Taiwan food -A case study of H Company." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/7x8s2q.
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碩士國立臺北科技大學
商業自動化與管理研究所
98
Changes in Taiwan''s food industry is less original livelihood of traditional industries, as the past few years the rapidly changing domestic economic environment, improve the quality of national life, consumption, demand and the rise of consciousness constantly changed consumers lifestyle and preferences, had a large number of production goods no longer meet consumer preferences, and replaced by a stress from personal taste, focusing on food quality certification of goods and services, becoming popular. Together with the impact of WTO accession, made more intense changes in the domestic food market, food companies change very fast rise and fall, so the increasingly competitive food industry, food industry operators must constantly strive to grasp market trends and to be able forever. In this study, the food industry''s marketing strategies as a starting point, the study aims to literature review and case actually visit to see the current food industry in market segmentation, target market and positioning, and marketing mix 7Ps on the construction model. But the literature of food industry, the extent to which marketing strategies and marketing to explore combinations of cases of food industry, so this study is to analyze through the cum on food industry marketing strategy of the case company model in order to provide follow-up studies or the future of other food industry as a marketing strategy practice planning reference. The results show that the case in a more focused marketing elements of product, price, place and promotion with the process, the case company''s core brand value through product, price, place and promotion and other marketing mix elements and process of coordination framework for the establishment of its marketing strategy. Finally, the study and the study data and interviews obtained, providing marketing strategy in the case of several suggestions, as a reference for its future development.
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Huang, Chien-Shun, and 黃建舜. "The Marketing Strategy for Taiwan LCD - A Case Study for T Company." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/a4xkvc.
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碩士國立臺北科技大學
商業自動化與管理研究所
98
The world''s computer systems, intense price competition among manufacturers, liquid crystal display products selling prices and gross profit by To shocks, coupled with liquid crystal display industry in the past few years after the excessive expansion of LCD panel capacity, and the prevalence of low-cost computers in recent years, international manufacturers of various computer systems become increasingly intense price competition, causing panel prices and margins are getting weakening. T-company, since the venture, which continued commitment to product innovation and enhancement of quality and service continuously in the high-resolution, small size, light weight, custom product design, to explore applications of different products, indicating marketing strategy and development of market power has already been affirmed. The post of brand management and management of enterprises in Taiwan in recent years one of the positive direction of development, but in the past Taiwan''s industrial structure to OEM manufacturing, so the development of the brand in the process of transition faced many problems and challenges Liquid crystal display industry has always been very competitive, and very short product cycles, so continuous innovation, to find the target market and positioning is a very important part of the process.
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Ko, Hsing-Hui, and 柯星輝. "A Study of Marketing Strategy for Gift Industry:The Case of K Company." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/6crphy.
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碩士國立高雄大學
高階經營管理碩士在職專班(EMBA)
101
The gift is featured with variety, innovativeness, fast development, and short life cycle. The gift industry is in fact facing a tense competitive environment with high threats and challenges. Consequently, gift industry needs a flexible and adequate marketing strategy to fit to the various demands of customers, in particular its products are popularity-oriented. The research thesis conducts a case study for the case company (K company) whose purpose is to derive a marketing strategy via the analysis of 4P (product, promotion, price, and place) and SWOT (strength, weakness, opportunity, and threats). Research findings indicate that K company should (1) for the product, in addition to the existing types of product, add the type of health care. (2) for the price, adopt low-priced strategy, maintaining an image of lower price, but same quality. (3) for the place and promotion, develop their own products with zero-level channel by adopting internet marketing strategy to enlarge the channel width. (4) for the brand, based on the current strength of customer relationship, develop their own brand by providing gifts for the related activities in the market. Discussion and managerial implications are also addressed.
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Huang, Fu-Liang, and 黃福樑. "The Marketing Strategy of Mould Stamping Industry – A Case of G Company." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/zg8gaz.
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CHANG, YU-HSIN, and 張于信. "Marketing Strategy of Video Conferencing System – A Case Study of A Company." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/8pvqh3.
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碩士輔仁大學
科技管理學程碩士在職專班
105
In today's internet bandwidth environment of video conference system and including audio and video compression technology, good transmission quality of audio and video files are already quite mature industry. And the BYOD(Bring Your Own Device) with the benefits of video conferencing can be called at any time, in any place, you can loosely held and participated in meeting, allow video-conferencing services are no longer just used for meeting purposes, can also bring to people and the enterprise is a huge benefit and convenience. In 2016, video conferencing market size of as much as $2.1 billion, in addition to market share top three vendors of Cisco, Polycom and Huawei, the other player have less than 1/4 market share. Non top three vendors how to go about marketing strategy of strain and reduce the impact of cloud-based solution, to create greater revenue and market share, is the key to today's videoconferencing system manufacturers are concerned about this issue. This study mainly through secondary data collection and related interviews, understand the industry background, development and company video conference systems in the past, present and future marketing strategy. PEST analysis, Porter’s five forces analysis to study the industry internal and external environment, and focus on A case company internal advantage and weakness, and the opportunities and threats in the external environment, development of a SWOT analysis of the company. Finally based on the SWOT analysis and research on Cisco, Polycom, Microsoft's marketing strategy for success, do the A case company 4P and STP marketing strategy marketing mix strategy discussion. This study found that hardware video conferencing system products in the market will not be eliminated in the future, what is changing is how UC integrated communication applications and new huddle meeting room under the trend to achieve the best positioning of the product. This study proposed that for the product, through products customization of differences to increase market share and sales, and innovation thinking meet demands to improve products of competitiveness. For the place, to combine across-industry partnerships mode to produced more big of strategy benefits, and for the promotion, to use slogan advertising language marketing let brand visibility upgrade, to made effective of market segmentation and developed out exclusive of marketing combination, is case A company and the video conference system industry in future development of important key.
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SUN, KUEI-YU, and 孫桂玉. "Marketing Strategy for The Motorcycle Parts Industry: The Case of T Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/jd986s.
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碩士國立高雄大學
國際高階經營管理碩士在職專班(IEMBA)
106
With the powerful industry base, Taiwan’s motorcycle industry has been extensively booming during the past few decades. However, manufacturers in the southeast Asian are closely catching up by relatively low prices and a large number of labor force. Consequently, not only has the Taiwan market been affected, as has been the case in the Mainland China market and the Japanese market, which were known in the world for OEM work. From the multiple threats perspectives, the research thesis conducts a case study that adopts SWOT and marketing 4P approach to derive strategic suggestions for the T case company. Based on the collected data from five subjects, the main research findings and suggestions are as follows. First, in terms of strength and opportunities, T Company has extensive access roads, many organic vehicle maintenance points, and numerous distribution channels. It is recommended that T case company should establish more marketing channels to maintain a stronger network. Second, with regard to strength and threats, the new online sales of T company do have improved its performance. However, the global e-commerce platform may intrude into the Taiwan market with the advantage of economies of scale. It is suggested that T company should be cautious with developing countermeasures. Third, in terms of weakness and opportunities, although T company may need to bear more costs and risks to develop brand, the differentiated products will help create a new blue ocean that is advantageous to herself. Finally, in terms of weakness and threats, the traditional labor force of T Company has been in short supply, and the lack of workforce has led to the lack of distribution in the industry, which results in receiving no products on time. It is recommended to cooperate with the strength and opportunities to increase the scale of production and gradually adjust to automation. Implications and discussions are also addressed.
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Lin, Ming-Chih, and 林明志. "Marketing Strategy Analysis of Biotechnology Service Industry —Ａ study of P Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/wgj55j.
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Tsai, Pei-Ling, and 蔡佩玲. "The Marketing Strategy of Telecommunication Industry-The Case of Chunghwa Telecom Company." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/baf68j.
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碩士國立東華大學
管理學院高階經營管理碩士在職專班
107
Telecommunications Industry in Taiwan is currently facing an expensive franchise license fee, equipment construction costs and mobile phone market saturation, revenue decline, the past business model has been unable to maintain competitive advantage, this study is based on the 4P strategy and strategy matrix analysis. The qualitative research is supplemented by the case company interview data to explore the marketing strategy of the case company during the launch period of the mobile communication system and" Sharp Marketing 499" to discuss the marketing strategy of the full-fledged program, and put forward strategic recommendations for the future. The results are summarized as follows: 1.In the course of development of telecommunication industry, the vendor’s business strategy will be revised in the short term according to the competition among peers, but in the long run, it will still reach out the distribution of industry by future outlook and trends. 2.In the competition theory of marketing strategy point of view, the project of " Sharp Marketing 499" does not meet the advances or leaders’ behaviors and strategies in the telecommunication market. The Revenues is dropped from this project, however, the number of customer is increased because of using of penetration pricing. 3.To sum up the experts’ opinions, the development strategies of telecommunication are shown in below: (1)Using the intelligent financial management to provide customer service. (2)Strengthening research and development capabilities and enhance innovation capabilities. (3)Using big data to open up new business opportunities. (4)Integrating company resources and increase the scale of operations.
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WANG, MENG-HAN, and 王夢涵. "Expanding Marketing Place and Branding Promotion Strategy of S Company Case Study." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/bfn95g.
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碩士崑山科技大學
企業管理研究所
107
This case study explores the relationships between the place marketing and branding promotion strategy of Singfujia Real Estate. Building strong brands is one of the most important goals of product and brand management (Esch, Langner, Schmitt, & Geus, 2006). Brand is defined in terms of the marketing effects uniquely attributable to the brand, brand arises motivation to improve productivity, given higher costs, greater competition (Keller, 1993). Building an image is a part of the place marketing process (Luminita, 2018). Strategic places must attract stakeholder, resident and business owners (Braun, 2012). Place marketing starts from one perspective with the latter leading to conceptual approaches (Lucarelli & Berg, 2011). The results show that companies can optimize the Singfujia Real Estate brand by the relation between place.
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Pan, Hsin-His, and 潘新禧. "The Business Strategy of Marketing Company in Taiwan Used Car Loans Industry." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/05489017974401670144.
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碩士東海大學
高階經營管理碩士在職專班
104
So far , there are several thesis about car loan, such as chien-wu cheng(2008) The business model of Taiwan second hand car market and the research of selling system construction、Chang, Chi-Long(2011) The Study on Business Model and Competitive Strategy of Used Car…etc. But there are not a thesis only referring to used car loan. The main idea of this research discusses about “The Business Strategy of Marketing Company in Taiwan Used Car Loans Industry”.The main results in this paper are as follows : Upgrade the core competency: The strategy of differentiation from competitor: First, make a entrust agreement. The strategy of increase the value added : Second, Increasing the quality control of cases, and assist in cases management and debt collection. Transform the company into finance company. The strategy of communicate with customers: Third , use innovative electronic commerce to seek for prospective customers. Adjacencies: Fourth, provide selling service to regular customer and strategic alliance with used car dealer . White space: Finally, develop the layaway plan.
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Yu, Chang-Zhi, and 余昶志. "Marketing Strategy Case Analysis of an Electronic System Installation and Maintenance Company." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/7pk3e8.
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碩士國立臺灣科技大學
工業管理系
107
In the competitive environment that emphasizes the use of information technology and Internet, enterprise e-business plays an important role for a company to achieve business sustainability. Developing the e-business and marketing strategies to ensure competitive advantages is thus the key to a company’s success. This study is based on a case study of a computer control system company. Since the consumer’s purchasing behavior has changed in recent years, it becomes more difficult for the company to make consistent product sales or to provide service that can satisfy all the customers. This study analyzes and identifies the internal resources and external environment of the company, and uses SWOT analysis to develop a set of basic strategies that company can used to surpass competitors. These basic strategies are finally implemented under 4P (product, price, promotion, access) framework. The results of this study can provide useful insights for managers in relevant industries to develop appropriate marketing strategies to ensure their competitive advantages. Key words: e-Business, competitive strategy, SWOT analysis
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Hsu, Chen-Hsiang, and 徐禎祥. "The Marketing Strategy for Environmental Protection Trucks -A Case of Takken Company." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/7j69yj.
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Hsieh, Sheng-Hsu, and 謝勝旭. "The Marketing Strategy Research of Pharmaceutical company About the Large Intravenous solution." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/37917415864926977859.
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碩士國立中山大學
國際高階經營管理碩士班
91
The macro-environment of pharmaceutical industry in Taiwan is not large enough to support so many companies. All pharmaceutical companies have followed the standardization of manufacturing processes under GMP (Good Manufacturing Practices) which launched by the department of health and purchased automatic equipment. The greatly increased productivity of pharmaceuticals has led the critical price war in market. The domestic market of pharmaceuticals has been significantly changed by the following factors: the initial of national health insurance, the implementation of reimbursement adjustment, the change of payment for medical treatment, the health care utilization of patient and the pattern for prescription of doctor. The previously mentioned factors have deeply influenced all pharmaceutical companies in Taiwan, no matter from marketing channels to the shift of market share in most categories. The life cycle and benefit was decided by government due to the policy of health care. That’s why the payment of pharmaceuticals was deeply connected with the price strategy. An excellent marketing strategy can help the pharmaceutical company survive the competition. This research is to analyze some pharmaceutical company via the following strategic theories: Competitive Analysis, SWOT, Cross-Matrix Analysis and Five-Force-Analysis and diagnose whether it is appropriate that the price and marketing tactics for counteracting the reimbursement adjustment and fiercely competitive etiology. Also, some suggested pricing and other related strategies will be derived to suggest for in the product line of large intravenous solution strategic planning.
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Chi, Liu Yu, and 劉侑齊. "A Case Study on the Marketing Strategy of Pre-arrangement Contract Company." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/66789878127082522376.
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碩士大葉大學
企業管理學系碩士班
103
In the aging trend of the world ,during his Pre-arrangement Contract must be consumer market has great potential .The present study is to investigate cases of domestic enterprise Pre-arrangement Contract Company marketing strategy Studying Pre-arrangement Contract status of Taiwan industry ,consumer behavior and marketing strategy firm Pre-arrangement Contract, and proceed with the case study company during his lifetime contract, on purpose to achieve the following research: 1. Explore Pre-arrangement Contract industry evolution and current status. 2. Explore Pre-arrangement Contract cases Company marketing strategy. 3. Based on the findings, advising Pre-arrangement Contract Company management practices In this study the marketing strategy combination 7P theoretical framework. Found that Pre-arrangement has been from the traditional funeral company change to Enterprise Pre-arrangement Contract Company operate Consumers that previously required service, Now Consumer initiative to entrepreneurial companies during Pre-arrangement When health prior reservation Pre-arrangement Contract, Case Pre-arrangement Contract company marketing strategy quickly camped healthy market .Case Pre-arrangement Contract company join members can access business model to make money interpersonal increased consumer Purchase Intention. The Pre-arrangement Contract to funeral regulations have certain normative. Plus Pre-arrangement Contract at numerous ceremonial will be held ceremonial services who Pre-arrangement Contract cases the company service driven business model, the quality of service will also enhance and further increase customer satisfaction.
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CHIU, CHIEN-MING, and 邱建銘. "A Research on Marketing Strategy for the Small-Medium Construction Company- A Case Study of W Company." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/vtgspu.
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碩士逢甲大學
經營管理碩士在職學位學程
107
In recent years, due to government policy interventions and psychological factors that consumers expect to lower prices, the construction industry has faced a business dilemma of declining prices. In addition, the construction industry has been marketing for many years with higher costs. Traditionally implemented, this method of marketing has not been able to drive the increase in trading volume. In addition to the current boom in online marketing and various APP applications, the cost is much lower than traditional marketing methods. It is an indispensable part of the construction industry. As a small and medium-sized construction industry operator, it is deeply felt that apart from the importance of land development and construction management in the construction industry, the most important one is the marketing strategy, because good products must be used to make consumers aware of good marketing strategies. And favor is a win-win situation.The main purpose of this study is to explore how the small and medium-sized construction industry can achieve successful completion of sales in the shrinking market in the construction industry through the strategy of online marketing. Finally, the impact of online marketing on SMEs will be affected in many aspects. The site visits and analyzes the problems of operators, executives and consumers on online marketing. The conclusions are that they successfully learned that online marketing methods are suitable for small and medium sized companies. It is necessary and important.
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Cheng, Yi-Hsin, and 鄭宜欣. "International Marketing Strategy and Marketing Channel in Taiwan Machine Tool Industry - A Case Study of M Company." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/17891336610199442428.
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碩士國立雲林科技大學
應用外語系碩士班
100
The purpose of this study is to investigate the effects of international marketing strategy and marketing channel in Taiwan machine tool industry. Through using the theoretic framework of marketing channel in this study and analyzing of interview data from the chosen case company’s marketing channel members, the result showed that international marketing strategy and marketing channel indeed affect the performance of machine tool manufacturer and its marketing channels, and the channel’s development and management have positive relationship with partnership development, planning, selection, evaluation, commercial terms, etc.
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Ho, Chia-Chuan, and 何佳娟. "Marketing Strategy of Japanese Digital Consumer Electronic Industry:A Case Study of SONY Company." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/55458067069840560881.
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碩士淡江大學
日本研究所碩士班
94
In eighties, the background that was the economic development and free trade after WWII, Japanese consumer-electronics manufacturers led the market sales in the industry all over the world. It showed adequately that Japan had strong ability in this industry at that time. However, the recent household appliances industry in Japan has influenced by the collapse of IT industry and low-cost products in China and Korea. As a result, low earning has lasted for a long period of time. Nevertheless, the situation has recovered recently due to the emerging of “Digital Consumer Electronics”. The current enterprises in Japan are energetically developing toward enlargement, variation or diversification. Meanwhile, top management must give new strategies and directions in order to adapt the change in environment. An example is that developing the way to adapt the growth of entire enterprises is one of the lessons in such kinds of adjustment of environment and operating resources. It is a fact that the idea of strategic marketing, a kind of operating marketing among leaderships, is necessary to be aware by the top management. The company “SONY” has many famous best-sale products among the Japanese enterprise. We know the company must have some strength in leadership of organization, new product development and product sales to create those best-sale products. Moreover, there must be strong correlations between managerial method and Marketing Strategy in this kind situation. The purpose of my dissertation is to research the concept of Strategic marketing and marketing by studying SONY case. The constitution of this dissertation is as following. Chapter Two mentions the definition of theories that use in this dissertation. Chapter three investigates the development and vicissitude of Digital Consumer Electronic Industry in Japan. Chapter four is a case study about Sony by analyzing its method of Marketing Strategy and discussing its crisis at the present stage and further challenge. Finally, chapter five summarizes the Marketing Strategy of Digital Consumer Electronic in SONY. From this dissertation research, we know the main reason of Sony success is to run the diversification marketing strategy thoroughly. Furthermore, it can increase customers by applying diversification marketing strategy. It is a very important issue to look for the business opportunity of enterprise by using customer-oriented viewpoint.
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Peng, Chih-ting, and 彭智廷. "Pursuing the dream of total freedom:The rhetorical strategy of multi-level marketing company." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/65638510331952117002.
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碩士南華大學
傳播學系碩士班
99
In recent years, "multi-level marketing" is very popular in Taiwan. In this study, The rhetorical strategy of "Amagram" is analyzed through Neo-Aristotelian Criticism . "Amway" is an important multi-level marketing company of the world. This study used artistic style and inartistic styles to analyze author''s rhetorical strategy. This study also analyzed the writing style of "Amagram". The results of the study were concluded as following: "Creat perfect image", "Pursue one''s dream", "Convince people by reasoning", "Benefit exchange", "Seeing is believing".The results of the writing style were concluded as following: "Rhetorical question", "Exclamatory expressions", "metaphor", "distinction".Those rhetorical strategies can add the persuasive power.