以STP 分析重塑電競通路市場的品牌定位 – 以S 公司為例

Abstract

在當今快速變化的市場環境中，精確的市場定位和有效的品牌策略對於企業的成功至關重要。本論文以S公司作為研究對象，深入探討了其如何通過STP（Segmentation, Targeting, Positioning）策略成功定位於「創遊者」(創作者與電競遊戲愛好者)，並透過品牌重塑加強其市場競爭力的過程。透過對S公司在市場細分、目標市場選擇、市場定位策略實施以及品牌重塑策略的全面分析，本研究揭示了S公司如何有效應對市場挑戰，並在創遊者市場中建立起強大的品牌形象。 研究發現，S公司通過深入的市場調研和細分，精準識別了電競遊戲愛好者和創作者這一特定目標市場群體的需求和期望。在此基礎上，S公司制定了針對性的市場定位策略和品牌重塑計劃，通過更新品牌形象、強化產品差異化和提升顧客體驗，有效提升品牌的市場認知度和顧客忠誠度。此外，S公司在面對市場競爭和顧客需求變化時展現出的靈活應對能力，為其在激烈的市場競爭中保持領先地位提供了重要支撐。 本論文不僅為學術界提供了一個關於品牌市場定位和重塑策略成功實施的實證案例，也為實務界尤其是電競產業的品牌管理者提供了寶貴的經驗和啟示。最後，本研究對S公司及同行業其他企業在市場定位和品牌策略實施上提出了具體參考作法，並指出了未來研究的方向。

In the dynamic market environment, precise market positioning and effective branding strategies are essential for corporate success. This thesis examines Company S, exploring how it leverages the STP (Segmentation, Targeting, Positioning) analysis to effectively position itself in the focused market, "Creator-Gamer" niche, and enhance its competitive edge through reshaping its brand position, as well as establish a strong brand presence and awareness across the creator-gamer segment. The study identifies that Company S has pinpointed the specific needs and expectations of eSports gamers and creators through detailed market research and segmentation. Based on these insights, the company formulated targeted positioning strategies and a brand reshaping plan to effectively revitalize its brand image, emphasize product differentiation, and enhance customer experience and loyalty. Additionally, Company S's high resilience to confront and overcome the challenges of strong competition and rapid market changes significantly supports its sustained leadership in the competitive market. This thesis not only offers a practical case study on successful brand positioning and strategy implementation, but also serves as a valuable reference for brand managers in the eSports industry. Furthermore, it also provides actionable strategies and suggestion of market positioning and brand management for Company S and industry peers, as well as for future studies.