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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃奎隆 | zh_TW |
dc.contributor.advisor | Kwei-Long Huang | en |
dc.contributor.author | 魏碧芬 | zh_TW |
dc.contributor.author | Pi-Fen Wei | en |
dc.date.accessioned | 2024-06-24T16:09:48Z | - |
dc.date.available | 2024-06-25 | - |
dc.date.copyright | 2024-06-24 | - |
dc.date.issued | 2024 | - |
dc.date.submitted | 2024-06-06 | - |
dc.identifier.citation | 一、中文文獻:
(1) 周正昕 (2018)。《台灣電競產業鍊之建構 - 以英雄聯盟為例》。台北:國立政治大學科技管理與智慧財產研究所,碩士論文。 (2) 葉華容 (2019)。〈全球電競市場的發展現況與經濟效應分析〉,《經濟前瞻》9月。 (3) 經濟部統計處 (2024)。〈資通訊及家電設備零售業營業額 - 民108-111〉。 二、英文文獻: 1. Busche, L. (2015). Lean Branding : Creating Dynamic Brands to Generate Conversion, Sebastopol : O'Reilly. 2. Cronshaw, M., Cubbin, J. and Davis, E. (1990). The Importance of Product Positioning : Successful Entry in The National Newspaper Market, Business Strategy Review, Autumn, 53-73. 3. Daly, A. and Moloney D. (2004). “Managing Corporate Rebranding”, Irish Marketing Review, 17(1/2), 2004, pp. 30-36. 4. Florida, R. (2022, November). "The Rise of The Creator Economy", Creative Class Group. 5. Hankinson, P. and Lomax, W. (2006). “The Effects of Re-Branding Large UK Charities on Staff Knowledge, Attitudes and Behavior”, International Journal of Nonprofit and Voluntary Sector Marketing, 11(3), Aug. 2006, pp. 193-207. 6. Kasali, R. (1998). Membidik Pasar Indonesia – Segmentasi , Targeting dan Positioning, PT Gramedia Pustaka Utama Jakarta, Halaman. 7. Khandelwal, K., Jakhar, T., & Khandelwal, T. (2020). Segmentation, Targeting and Positioning, International Research Journal of Engineering and Technology, 07(05): 3909-3914. 8. Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control. 8th Edition, Englewood Cliffs, NJ : Prentice Hall, Inc. 9. Kotler, P. and Armstrong, G. (2008). Principles of Marketing, 12th Edition, London : Pearson Education Ltd. 10. Kotler, P. and Keller, K. L. (2009). Marketing Management, 13th Edition, New Jersey : Pearson Prentice-Hall. 11. Kotler, P., Keller, K. L. (2015). A Framework for Marketing Management, Global Edition, 6th edition, Harlow, England : Pearson Education Ltd. 12. Muzellec, L., Doogan, M. and Lambkin M. (2003). “Corporate Rebranding – An Exploratory Review”, Irish Marketing Review, 16(2), 2003, pp. 31-40. 13. Muzellec, L. and Lambkin, M. (2006). "Corporate Rebranding : Destroying, Transferring or Creating Brand Equity?", European Journal of Marketing, 40(7-8), 2006, pp. 803-824. 14. Newzoo (2022, April). Newzoo’s Global Esports & Live Streaming Market Report 2022, Newzoo. 15. Newzoo (2024, April). The PC and Console Gaming Report 2024, Newzoo. 16. Schiffman, Leon G., Kanuk, Leslie L. (1994). Consumer Behavior, 5th Edition, Upper Saddle River, NJ : Prentice Hall, Inc. 17. Singh, A. K., Tripathi, V., & Yadav, P. (2012). "Rebranding and Organisational Performance - Some Issues of Relevance", American Journal of Sociological Research, 2(5), 90-97. 18. Statista (2024, February). Revenue of the eSports market worldwide from 2019 to 2028, by segment, Statista.Trout, J. and Ries, A.L. (1972). Positioning Cuts Through Chaos in the Marketplace, 8th Edition, Marketing Classics (pp. 234-250). NJ: Prentice Hall. 19. Wilkie, William L. (1990). Consumer Behavior, 2nd Edition, New York : John Wiley & Sons, Inc. 三、網路文獻: 1. Chalk, A. (2017, April 18). "Esports Will Be An Official Medal Event at The 2022 Asian Games", PC Gamer. https://www.pcgamer.com/esports-will-be-an-official-medal-event-at-the-2022-asian-games/ 2. Jon Peddie Research (2017). "Esports is a Driving Force Behind PC Gaming Hardware Sales Growth", Jon Peddie Research. https://www.globenewswire.com/news-release/2017/07/11/1042645/0/en/JPR-eSports-is-a-Driving-Force-Behind-PC-Gaming-Hardware-Sales-Growth.html 3. Long, A., Drabicky, N., Rhodes, H. (2018). "The Emergence of Esports & The Advertising Opportunities Within The ecosystem", PMG. https://www.pmg.com/wpcontent/uploads/2018/06/eSports-Marketing-PMG-Whitepaper.pdf 4. Research from the web, "Top Ten Reasons for Rebranding" (Jan. 31st, 2020), VIM Group. https://vim-group.com/en/blog/top-ten-reasons-for-rebranding/ 5. Rosa, J. (2018, March 28). "Esports : What is it and is it real?", Harbour Advisors Blogs. http://blogs.ci.com/harbour/jeremy-rosa/esports-what-it-and-it-real | - |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92784 | - |
dc.description.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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-06-24T16:09:48Z No. of bitstreams: 0 | en |
dc.description.provenance | Made available in DSpace on 2024-06-24T16:09:48Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 論文審定書................................................................................................................................ i
誌謝............................................................................................................................................ ii 摘要........................................................................................................................................... iii Abstract ........................................................................................................................................iv 目次............................................................................................................................................ v 圖次........................................................................................................................................... vii 表次.......................................................................................................................................... viii 第一章緒論.............................................................................................................................. 1 第一節研究背景與動機.......................................................................................................... 1 第二節研究問題...................................................................................................................... 3 第三節研究目的與範圍.......................................................................................................... 4 第二章相關理論回顧與文獻探討........................................................................................... 6 第一節STP 分析...................................................................................................................... 6 第二節品牌重塑.................................................................................................................... 10 第三節電競市場.................................................................................................................... 13 第四節創作者市場................................................................................................................ 15 第三章研究方法.................................................................................................................. 18 第一節資料收集.................................................................................................................... 18 第二節資料分析方法............................................................................................................ 19 第四章STP 分析及結果......................................................................................................... 21 第一節S 公司集團簡介......................................................................................................... 21 第二節STP 分析實施前的市場定位.................................................................................... 22 第三節STP 分析實施過程.................................................................................................... 23 第四節STP 分析實施後之品牌重塑.................................................................................... 36 第五章討論............................................................................................................................ 38 第一節策略成效分析............................................................................................................ 38 第二節遭遇的挑戰與應對.................................................................................................... 40 第三節對其他企業的啟示.................................................................................................... 41 第六章結論與建議................................................................................................................. 43 第一節研究總結.................................................................................................................... 43 第二節未來研究方向............................................................................................................ 44 第三節實務建議.................................................................................................................... 45 參考文獻.................................................................................................................................. 47 | - |
dc.language.iso | zh_TW | - |
dc.title | 以STP 分析重塑電競通路市場的品牌定位 – 以S 公司為例 | zh_TW |
dc.title | Reshaping The Brand Position in Esports Channel Market by STP Analysis - A Case Study of S Company | en |
dc.type | Thesis | - |
dc.date.schoolyear | 112-2 | - |
dc.description.degree | 碩士 | - |
dc.contributor.oralexamcommittee | 藍俊宏;楊朝龍 | zh_TW |
dc.contributor.oralexamcommittee | Jakey Blue;Chao-Lung Yang | en |
dc.subject.keyword | 市場定位,品牌重塑,品牌策略,STP 分析,電競市場,創作者市場,創遊者, | zh_TW |
dc.subject.keyword | Market Positioning,Brand Reshaping,Brand Strategy,STP Analysis,Esports Market,Creator Market,Creator-Gamer, | en |
dc.relation.page | 49 | - |
dc.identifier.doi | 10.6342/NTU202401097 | - |
dc.rights.note | 同意授權(全球公開) | - |
dc.date.accepted | 2024-06-07 | - |
dc.contributor.author-college | 工學院 | - |
dc.contributor.author-dept | 工業工程學研究所 | - |
顯示於系所單位: | 工業工程學研究所 |
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