製造商與通路商聯合品牌之績效評估－血醣計二線廠商之個案研究
Date Issued
2004
Date
2004
Author(s)
曹立仁
DOI
zh-TW
Abstract
Globalization, the magic word of nowadays business world, no enterprise or company can stand against the tide or ignore the invincible power of this world trend, Business, big or small, young or old, all confronting the survival issues in this period of social transition. Our world is moving rapidly toward great changes, great changes bring the toughest of challenges and the greatest of opportunities at the same time-- the opportunities for growth. Any business apt to changes, push forward with winning strategies, shall prosper in the booming globalized market, and enjoy innumerable business opportunities.
Leader business always have the advantages of abound resource both financially and strategically, diversification or business merge within their reach, and they take it for granted to win it all; while second-tiers can not possibly compete in that matter, innovation is their best deterrent to defeat, innovate to create differentiation, thus establish different appeal to create their own business openings. In this thesis, the chosen project business is the intensely competitive, yet promising glucose meter industry. Through the actual experience of a second-tier glucose meter maker, shows how it innovate its Sales and Marketing activities, sail through the heated battleground, and realize its business goal. Its experience shows that success doesn't always depend upon what resources you have; it depends on what you think and how you act. Smaller firm can create competitive edge by alternative thinking, and innovation is the KEY.
Here in Taiwan, large enterprise is rare, with not enough resource to compete on the world level, above all disadvantages, lacking the ability to create sales channels and brand name are the most crucial drawbacks. We are now at the point where we must innovate to joint the race, or sidelined by the world trend. Human beings are unique in having the ability to learn from the experience of others, if this discussion of a innovated Sale and Marketing model — co-branding; were able to provide example to business in Taiwan, the author will be immensely honored.
Subjects
聯合品牌
Co-Brand
Type
thesis
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