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博碩士論文 etd-1123118-030237 詳細資訊
Title page for etd-1123118-030237
論文名稱
Title
中國滑雪行業的線上品牌定位:品牌個性和消費文化定位如何影響品牌成功之內容分析
Online brand positioning in the Chinese skiing industry: A content analysis of how brand personality and consumer culture positioning influence a brand's success
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
89
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-12-19
繳交日期
Date of Submission
2018-12-23
關鍵字
Keywords
品牌定位、品牌個性、消費文化品牌定位、內容分析、中國滑雪產業、運動產業
Brand personality, Consumer culture brand positioning, Sports industry, Chinese skiing industry, Content anal, Brand positioning
統計
Statistics
本論文已被瀏覽 5730 次,被下載 75
The thesis/dissertation has been browsed 5730 times, has been downloaded 75 times.
中文摘要
本論文旨在探討中國滑雪產業的網絡品牌定位策略。此分析的主要目的是探討品牌個性和消費者文化定位策略對品牌成功的影響。建立包含兩個連續體集成的理論框架並付諸實踐。為了獲取所需的資料,對十個國際滑雪品牌的官方網站進行分析。
品牌個性和消費文化定位皆會影響品牌定位策略。且結果顯示,每個品牌的個性都可以成功。重要性在於如何選擇並專注於一個有力,明確和一致的品牌個性。此外,依照各國家調整網站外觀並創建當地資料會比國際化策略更有利。因此,中國滑雪行業成功的關鍵在於強調品牌個性,實施當地消費文化品牌定位。
Abstract
The following thesis aims on investigating the online brand positioning strategies in the Chinese skiing industry. The main goal of this analysis is to identify the influence of the brand personality and the consumer culture positioning strategy on the brand’s success. An integrated theoretical framework with two continuums was developed and put into praxis. To acquire the needed information, a content analysis of the official websites of 10 international skiing brands was conducted.
Both, brand personality and consumer culture positioning influence a brand positioning strategy. The results showed that each brand personality can be successful. The importance lies on choosing and focusing on one brand personality in a strong, clear and consistent manner. Moreover, adapting the online appearance to each country and creating a local reference is more beneficial than a global strategy. Hence, the key to success in the Chinese skiing industry is to emphasize one brand personality and implementing local consumer culture brand positioning.
目次 Table of Contents
ABSTRACT CHINESE I
ABSTRACT ENGLISH II
1. INTRODUCTION 1
2. LITERATURE REVIEW 5
2.1. FRAMEWORK FOR ANALYZING BRAND POSITIONING 5
2.2. BRAND POSITIONING 7
2.3. BRAND PERSONALITY OF SPORTS GOODS 8
2.4. BRAND PERSONALITY IN CHINA 10
2.5. INDIVIDUALISTIC VS. COLLECTIVISTIC 12
2.6. CONSUMER CULTURE BRAND POSITIONING IN CHINA 14
2.7. CHINESE CONSUMERS’ BEHAVIOR IN E-COMMERCE 17
2.8. CHINESE SKIING INDUSTRY 17
3. DATA & METHODOLOGY 20
3.1. METHODOLOGY 20
3.2. SAMPLE 21
3.3. CATEGORIES 22
3.4. CODING SYSTEM 22
3.4.1. ATHLETICISM 22
3.4.2. TRENDINESS 23
3.4.3. GLOBAL 24
3.4.4. LOCAL 25
4. ANALYSIS & FINDINGS 26
4.1. CONTENT ANALYSIS 26
4.1.1. ATHLETIC & GLOBAL 29
4.1.2. ATHLETIC & LOCAL 32
4.1.3. TRENDY & GLOBAL 34
4.1.4. TRENDY & LOCAL 36
4.2. MEASURING THE SUCCESS 39
4.2.1. NUMBER OF RENTAL SKIS PER BRAND 39
4.2.2. WECHAT INDEX 41
5. CONCLUSION & RECOMMENDATIONS 44
5.1. CONCLUSION 48
5.2. STRATEGIC IMPLICATIONS FOR FISCHER 49
5.3. LIMITATIONS 50
5.4. FUTURE RESEARCH 51
6. REFERENCES 53
7. APPENDIX 59
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