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行销策略对建立品牌权益的影响-Nike为例

【中文摘要】:摘要
随着时代的变迁,「品牌」已是许多企业越发重视的议题,建立良好的「品牌」可以强化企业形象、核心价值,进而区隔竞争者、提升营收。为了衡量品牌的价值,「品牌权益」的概念早在许多研究中被提出,品牌被视为企业的一种资产,也是消费者对于企业给予产品或服务的一种认识。而在运动用品界最具代表性的龙头企业-Nike,其在interbrand在2013年所整理的世界品牌排名中排行第24名,拥有170亿美金的品牌价值,Nike一直以来就已充满创意及渲染力的行销策略闻名,本研究将针对此个案进行探讨,试图找出一间企业如何制定成功的品牌行销策略进而建立品牌权益,提升品牌价值。
本研究利用Aaker所提出的品牌权益构面,结合Keller的品牌权益行销策略发展出架构,并採取个案研究法(case study),利用深度访谈及次级资料的蒐集釐清供应方的策略及消费者的看法,进而探讨个案在建立品牌权益之行销策略上的关键成功因素。
本研究归纳之主要研究结论如下:
一、 建立品牌权益的根基来自企业的核心,也就是良好的产品与服务。企业要能产出真正符合需求、高品质的产品才能让品牌产生价值,顾客对品牌的认同源自于最基本的产品使用经验,经验转化成品牌忠诚

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度,进而提升品牌权益。
二、 透过故事行销,企业更能说服消费者品牌的价值。在同质化、产品互相模仿严重的市场中,如何将品牌差异传达给消费者,必须利用说故事的方式,将品牌的特性、优势、核心理念透过故事包装,才能顺利传入消费者的心中。
三、 建立品牌权益的关键在行销策略的交互运用。有好的产品及

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价格策略建立了顾客对品牌的第一印象,透过通路策略的扩散传达品牌理念进而提升知名度,最后由整合行销传播策略与消费者沟通,将品牌形象烙印在消费者心中。
【英文摘要】:Abstract
With the changing times . The " brand " is increasingly important issue to many enterprises. To establish a good "brand" ca

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n strengthen corporate image, core values , differentiate competitors and enhance revenue . In order to measure the value of the brand , the concept of " brand equity " to be presented in a number of earlier studies, the brand is seen as a corporate asset , but also for the companies to give consumers a cognition of the product or service.
The best knowing in the sporting goods industry leading enterprises -Nike, which ranked by Interbrand in 2013 ,finishing the top 24 ranked brands in the world , with 17 billion dollars in brand value , Nike is always famous for creative and full of rendering force marketing strategies , this study will be discussed for this case , trying to figure out how to make a business successful brand marketing strategy and further build brand equity , enhance brand value.
In this study, by using Aaker’s brand equity model , combined with Keller’s brand equity marketing strategy to develop study stucture and take the case study (case study), the use of in-depth interviews and secondary data collection to clarifying the supply side and the consumer view , and then discusses the title: “how the impact of marketing strategies on building brand equity –case study of Nike”
The study ''s main conclusions are summarized as follows :
1. The foundation of building brand equity is a good product and service . Enterprises must be able to find the demand of market ,produce high- quality products in order to enhance value of the brand. Customer’s brand identity derived from the basic product experience, which will turn into brand loyalty , and thus enhance brand equity .
2. Through the story of marketing , corporate can show consumers about brand .
In homogenization serious market, products imitate each other. How to transmit the brand differentiation to consumers must use the way of tell story.The story can combined the brand features, advantages and core concepts ,then use the story to successfully communicate to consumers.
3. The key on building brand equity is the use of interactive marketing strategies . Have a good product and price strategy can establish customer’s first impression of the brand , then the brand concept to convey through the diffusion path strategy and thus enhance the visibility. At the last, use the integrated marketing communications strategy to communicate with consumers, to build the brand on the mind of consumers.
【参考文献】:

  • 参考文献
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  • 三. 网路部份
  • Interbrand – Best Global Brands 2013
  • http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
  • Nike台湾官方网站
  • http://www.nike.com/tw/zh_tw/
  • Nike官方网站
  • http://nikeinc.com/
  • MBAtics
  • http://www.mbatics.com/
  • 圣米尔顾问
  • http://blog.yam.com/samuelHR
  • 卢建彰,2014,「请你花十秒钟告诉我,Nike慢跑鞋和Adidas的不同?」,天下杂誌。http://www.cw.com.tw/article/article.action?id=505771
  • 来源:中山大学;作者:李宜修
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