GPLUS 品牌的全方位轉型:數位化時代下的市場、管理與行銷策略變革

Abstract

本篇論文探討了 G-PLUS 品牌的轉型過程，這是一個擁有超過30年歷史的家族企業，最初從手機市場起步。2018年，第一代領導層將品牌焦點轉向家用電器，這一戰略轉變標誌著重要的轉折點。然而，這一轉型帶來了諸多挑戰，尤其是在管理分銷、適應數字市場和改變消費者習慣方面。

2024年，第二代管理層接手領導，致力於解決先前轉型留下的問題。本研究檢視他們采用的策略，以持續品牌的轉型。重點是從傳統銷售渠道向現代方法如數字營銷、電子商務和直銷的轉移。

論文採取質性研究方法，結合行業專家見解和案例研究。研究結果突出顯示了影響第二次轉型成功的關鍵因素，並為今天市場快速變化中面臨類似挑戰的其他家族企業提供了指導。

This thesis explores the transformation of the GPLUS brand, a family business with a history of over 30 years that began in the cell phone market. In 2018, the first generation of leadership shifted the brand's focus to household appliances, marking an important shift in strategy. However, this transition brought challenges, particularly in managing distribution, adapting to the digital market, and changing consumer habits. In 2024, the second generation of management took the lead and sought to solve the problems left behind by the earlier transition. This study examines the strategies they employed to continue the brand's transformation. The focus is on the shift from traditional sales channels to modern approaches such as digital marketing, e-commerce, and direct sales. The thesis takes a qualitative approach and incorporates insights from industry experts and case studies. The findings highlight the key factors that have influenced the success of the second transformation and provide guidance for other family businesses facing similar challenges in today’s rapidly changing marketplace.