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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86291完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 胡林煥(Lin-Huan Hu) | |
| dc.contributor.author | Ya-Chu Hsieh | en |
| dc.contributor.author | 謝雅筑 | zh_TW |
| dc.date.accessioned | 2023-03-19T23:47:15Z | - |
| dc.date.copyright | 2022-08-31 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-08-29 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86291 | - |
| dc.description.abstract | 臺灣製襪產業完整的生產價值鏈使其在全球分工中扮演關鍵角色，吸引全球 各大運動品牌爭相與之合作。隨著全球產業競爭劇烈，各大品牌邁入價格競爭局勢， 壓縮代工廠的利潤，加上國際間相關制度的簽署嚴重衝擊代工廠發展空間，促使其 紛紛轉型自創品牌，期望從品牌化的經營模式中獲得正面效益。然而轉型自創品牌 常面臨資源配適、行銷決策困境，企業應選擇哪些行銷策略才能突破資源不足的限 制，提升投入資源的使用效率以利品牌發展，為企業應積極探討的決策議題。規劃 行銷策略時，須考慮市場上許多變數，運用 4P 行銷策略可以協助管理者系統性地 思考，以做出正確的決策。本研究目的為分析臺灣製襪企業行銷決策的關鍵成功因 素，透過深度訪談、文獻搜集 4P 行銷組合相關指標，經由專家評量，以決策實驗 室分析法評估影響企業發展品牌之行銷決策因素相對權重，協助決策者制定有效 的行銷策略，培養品牌管理能力。研究結果發現，個案企業應積極著手優化通路與 宣傳策略，以提升消費者對品牌的評價、提升品牌價值;價格策略則為最後改善任 務。企業必須透過創造品牌價值和滿足客戶需求來保持競爭優勢，有效管理並執行 4P 行銷策略，得以提高品牌形象，為企業帶來更加卓越的商業表現。 | zh_TW |
| dc.description.abstract | The complete production value chain of Taiwan’s hosiery industry has made it a key role in globalization, attracting the cooperation of major global sports brands. With the fierce global competition, international brand customers are now facing the challenge of price competition that further depressed the economic profitability of original design manufactures (ODMs) and original equipment manufactures (OEMs). In addition, the agreement of associated international regulations has severe impacts on the development of ODMs and OEMs, leading to the transformation to own brand in the hope of gaining benefits from the original brand manufacturing (OBM) business model. However, the ODMs and OEMs might further face difficulties such as resources allocation, and marketing decision-making. Thus, the trade-off decision between strategies that allow firms to break through the limitation of insufficient resources will be the primary objective for future development. When planning marketing strategies, many variables in the market must be considered. Using the 4P marketing strategies can help managers to think systematically to make the right decisions. The purpose of this study is to analyze the key success of marketing factors for ODMs and OEMs to transform into own brand. Through literature review aggregating the marketing mix of 4Ps indicators, the consensual assessment technique is used to access the relative weights of the factors influencing the decision making of firms to transform into own brand by Decision Making Trial and Evaluation. Ultimately, it helps managers formulate effective strategies as well as cultivate capabilities for managing own brand. The results showed that “product” is the most important factor. However, with the analysis of relation, the enterprise should actively optimize the strategies of the channel and promotion to improve consumers' evaluation of the brand and enhance brand value, and the strategy of price is the final improvement task. Enterprises must maintain their competitive advantages by creating brand value and meeting customer needs. Effective management and implementation of 4P marketing strategies can improve the brand image and bring more outstanding business performance. | en |
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| dc.description.tableofcontents | 論文口試審定書 i 誌謝 ii 摘要 iii Abstract iv 目錄 v 圖目錄 viii 表目錄 ix 第壹章 緒論 1 第一節 研究背景及動機 1 第二節 研究目的 4 第三節 研究方法與流程 5 第貳章 文獻探討 6 第一節 代工與品牌 6 一、 代工之定義 6 二、 品牌之定義 7 三、 品牌策略 7 第二節 4P行銷理論 9 第三節 修正式德爾菲法結合DEMATEL 12 第四節 基於決策實驗室分析法評選4P行銷組合指標 14 第五節 小結 15 第參章 研究方法 16 第一節 深度訪談 16 第二節 專家意見問卷設計 17 第三節 德爾菲法 19 一、 德爾菲法 19 二、 德爾菲法之特性 21 三、 修正式德爾菲法 22 四、 修正式德爾菲法實施步驟 24 五、 受訪對象 25 第四節 決策實驗室分析法 26 一、 決策實驗室分析法 26 二、 決策實驗室分析法實施步驟 26 三、 決策實驗室分析法問卷設計 28 第肆章 結果分析與討論 30 第一節 第一階段深度訪談 30 第二節 第一回修正式德爾菲問卷－雛形架構增減修訂 31 第三節 第二回修正式德爾菲問卷 32 第四節 決策實驗室分析法問卷－主構面 / 決策因素問卷 32 一、 主構面分析 33 二、 決策因素分析 – 產品 35 三、 決策因素分析 – 價格 37 四、 決策因素分析 – 通路 39 五、 決策因素分析 – 宣傳 41 六、 小結 43 第五節 第二階段深度訪談 44 第六節 討論 44 一、 宣傳構面 44 二、 通路構面 45 三、 產品構面 46 四、 價格構面 47 第伍章 結論與建議 49 第一節 結論 49 第二節 未來研究建議 51 參考文獻 52 圖目錄 圖一、研究流程.............................................................5 圖二、因果圖..............................................................28 圖三、主構面因果圖.........................................................34 圖四、決策因素 – 產品因果圖 ................................................36 圖五、決策因素 – 價格因果圖 ................................................38 圖六、決策因素 – 通路因果圖 ................................................40 圖七、決策因素 – 宣傳因果圖 ................................................42 表目錄 表一、 臺灣2020年出口概況....................................................1 表二、 2020年紡織業主要出口項目分析............................................1 表三、 應用4P理論之相關文獻.................................................11 表四、 應用決策實驗室分析法之相關文獻.......................................12 表五、 結合修正式德爾菲法與決策實驗室分析法之相關文獻.............................13 表六、 基於決策實驗室分析法評選4P行銷組合指標之相關文獻.......................14 表七、 訪談大綱.........................................................................17 表八、 4P行銷組合決策構面.....................................................17 表九、行銷相關決策因素................................................18 表十、應用德爾菲法之相關文獻.................................................20 表十一、修正式德爾菲法相關文獻.........................................22 表十二、重要程度調查 (節錄)...............................................23 表十三、專家學者背景資料......................................................25 表十四、決策實驗室分析法問卷範例........................................29 表十五、第一階段深度訪談摘要…………………………………………………..30 表十六、第一回修正式德爾菲問卷結果彙整......................................31 表十七、第二回修正式德爾菲問卷結果彙整............................................32 表十八、直接關係矩陣.......................................................33 表十九、標準化矩陣...........................................................33 表二十、總影響關係矩陣......................................................33 表二十一、重要度與原因度........................................................34 表二十二、直接關係矩陣..............................................35 表二十三、標準化矩陣....................................................35 表二十四、總影響關係矩陣........................................35 表二十五、重要度與原因度.............................................36 表二十六、直接關係矩陣..........................................37 表二十七、標準化矩陣........................................................37 表二十八、總影響關係矩陣.....................................................37 表二十九、重要度與原因度.....................................................38 表三十、直接關係矩陣.................................................39 表三十一、標準化矩陣..............................................39 表三十二、總影響關係矩陣.................................................39 表三十三、重要度與原因度..............................................40 表三十四、直接影響矩陣.....................................................41 表三十五、標準化矩陣.....................................................41 表三十六、總影響關係矩陣...........................................41 表三十七、重要度與原因度................................................42 表三十八、4P行銷組合、決策因素因果關係總表..................................43 表三十九、第二階段深度訪談摘要………………………………………………..44 | |
| dc.language.iso | zh-TW | |
| dc.subject | 經營管理 | zh_TW |
| dc.subject | 自有品牌 | zh_TW |
| dc.subject | 決策實驗室分析法 | zh_TW |
| dc.subject | 4P 行銷策略 | zh_TW |
| dc.subject | business management | en |
| dc.subject | 4P marketing strategies | en |
| dc.subject | DEMATEL | en |
| dc.subject | OBM | en |
| dc.title | 臺灣製襪產業行銷策略研究 | zh_TW |
| dc.title | Marketing Strategy Analysis of Taiwanese Hosiery Industry | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 110-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 孫嘉祈(Chia-Chi Sun),吳吉政(Jei-Zheng Wu) | |
| dc.subject.keyword | 自有品牌,決策實驗室分析法,4P 行銷策略,經營管理, | zh_TW |
| dc.subject.keyword | OBM,DEMATEL,4P marketing strategies,business management, | en |
| dc.relation.page | 67 | |
| dc.identifier.doi | 10.6342/NTU202202761 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2022-08-29 | |
| dc.contributor.author-college | 共同教育中心 | zh_TW |
| dc.contributor.author-dept | 運動設施與健康管理碩士學位學程 | zh_TW |
| dc.date.embargo-lift | 2022-08-31 | - |
| 顯示於系所單位： | 運動設施與健康管理碩士學位學程 | |
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