| dc.contributor.advisor | 詹文男<br>尚孝純 | zh_TW |
| dc.contributor.advisor | Tsan, Wen-Nan | en_US |
| dc.contributor.author (Authors) | 賴淑芬 | zh_TW |
| dc.contributor.author (Authors) | Lai, Shu-Fen | en_US |
| dc.creator (作者) | 賴淑芬 | zh_TW |
| dc.creator (作者) | Lai, Shu-Fen | en_US |
| dc.date (日期) | 2023 | en_US |
| dc.date.accessioned | 2-Jan-2024 15:19:46 (UTC+8) | - |
| dc.date.available | 2-Jan-2024 15:19:46 (UTC+8) | - |
| dc.date.issued (上傳時間) | 2-Jan-2024 15:19:46 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0110932418 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/149024 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 110932418 | zh_TW |
| dc.description.abstract (摘要) | 2020年對於觀光旅遊相關業者而言，帶來了前所未有的挑戰，主要源自新冠疫情的爆發。這場全球性疫情對旅遊業帶來了嚴重的衝擊，自2020年3月起，國際間紛紛實施邊境管制措施，導致出入境旅遊幾乎完全中斷。曾一度蓬勃發展的旅遊產業瞬間變成了「旅遊慘業」，旅行社業者的營收相較於2019年同期急劇下滑，下跌幅度超過95%，呈現出類似「雪崩式」的下滑趨勢。
在這一環境中，L行李箱公司也受到了影響。過去，他們主要以初步評估市場需求的方式（Business to Customer）來決定產能投入，卻未深入了解市場端的情況。然而，新冠疫情的爆發為他們提供了重新思考市場策略的機會。同時，他們希望積極推廣維修業務，但發現過去並未深入了解2C消費客群的特點，這導致資源投入方向不明。因此，L行李箱公司決定重新審視他們的策略，從消費者角度（Customer to Business）重新了解客戶需求，探索市場機會，同時發揮企業的優勢。
本研究探討個案L行李箱公司可以透過品牌重定位來因應環境變遷，找到更清晰的品牌結構和品牌文化，同時明確品牌轉型的方向。此外，可以根據新的品牌定位，研究了如何制定新的營運策略以滿足市場需求。研究還關注了品牌訴求不明確、溝通訊息混亂以及對客群的洞察不足等問題，並提供了相應的建議，以實現品牌重定位，為未來的發展制定新營運策略。 | zh_TW |
| dc.description.abstract (摘要) | In 2020, for businesses in the tourism and travel-related industry, an unprecedented challenge emerged primarily due to the outbreak of the COVID-19 pandemic. This global health crisis had a severe impact on the travel industry, as international borders started implementing stringent control measures from March 2020 onwards, resulting in a near-complete halt in inbound and outbound tourism. The once thriving travel industry suddenly transformed into a "tourism catastrophe," with a sharp decline in revenue for travel agencies, exceeding 95%, compared to the same period in 2019, resembling an avalanche-like downward trend.
Amidst this challenging environment, L Luggage Company was also affected. They had previously relied on preliminary assessments of market demand (Business to Customer) to determine their production capacity without gaining a deep understanding of the market itself. However, the outbreak of the COVID-19 pandemic offered them an opportunity to reconsider their market strategies. Additionally, they aimed to actively promote their repair services during this period but realized their lack of understanding about the characteristics of 2C consumer groups, leading to an unclear direction for resource allocation. As a result, L Luggage Company decided to reassess their strategies, shifting their focus to understand customer needs from a consumer perspective (Customer to Business), explore market opportunities, and leverage their company's strengths.
This study investigates how L Luggage Company, as a case study, leveraged brand repositioning to adapt to changing circumstances, finding a clearer brand structure and culture, while also defining the direction for brand transformation. Furthermore, based on their new brand positioning, the study explores the development of new operational strategies to meet market demands. The research also addresses issues such as unclear brand appeals, confusing communication messages, and insufficient insights into customer groups, offering corresponding recommendations to achieve brand repositioning and establish new operational strategies for the future. | en_US |
| dc.description.tableofcontents | 第一章 緒論1
第一節 研究背景與動機4
第二節 研究目的與問題5
第三節 名詞釋義6
第四節 研究範圍7
第五節 論文章節結構與研究流程8
第二章 文獻探討10
第一節 品牌的定義和品牌重塑定位10
第二節 總體環境分析12
第三節 客戶分析14
第四節 SWOT分析15
第五節 行銷漏斗7
第三章 研究方法22
第一節 研究架構22
第二節 研究構念23
第三節 研究設計26
第四節 研究工具28
第五節 資料蒐集33
第四章 研究結果34
第一節 個案介紹34
第二節 研究發現與討論40
第五章 結論與建議60
第一節 結論60
第二節 建議64
第三節 研究限制66
參考文獻68
附錄71 | zh_TW |
| dc.format.extent | 2221063 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0110932418 | en_US |
| dc.subject (關鍵詞) | 消費者角度 | zh_TW |
| dc.subject (關鍵詞) | 品牌重定位 | zh_TW |
| dc.subject (關鍵詞) | 營運策略 | zh_TW |
| dc.subject (關鍵詞) | 行李箱 | zh_TW |
| dc.subject (關鍵詞) | 維修 | zh_TW |
| dc.subject (關鍵詞) | 新冠疫情 | zh_TW |
| dc.subject (關鍵詞) | Consumer Perspective | en_US |
| dc.subject (關鍵詞) | Brand Repositioning | en_US |
| dc.subject (關鍵詞) | Operational Strategies | en_US |
| dc.subject (關鍵詞) | Luggage | en_US |
| dc.subject (關鍵詞) | Repair | en_US |
| dc.subject (關鍵詞) | COVID-19 | en_US |
| dc.title (題名) | 品牌重塑營運策略之研究-以台灣行李箱公司為例 | zh_TW |
| dc.title (題名) | Research on Brand Repositioning Business Strategies-A Case Study of a Taiwanese Luggage Company | en_US |
| dc.type (資料類型) | thesis | en_US |
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