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題名 新創電輔車品牌之整合行銷傳播策略研究—以K品牌為例
Examining the Integrated Marketing Communication Strategies for Electrically Power Assisted Cycles — A Case Study of Startup Brand K作者 林若同
Lin, Jo-Tung貢獻者 陳冠儒
Chen, Kuan-Ju
林若同
Lin, Jo-Tung關鍵詞 電動輔助自行車
消費者旅程
整合行銷傳播
Electrically Power Assisted Cycle
Customer Journey
Integrated Marketing Communications日期 2024 上傳時間 5-Aug-2024 12:15:21 (UTC+8) 摘要 隨著全球暖化加劇，環境和社會永續議題變得日益重要。世界各國開始關注永續經營和減碳議題，企業也紛紛制定永續發展策略，希望實現永續轉型並投身綠色經濟。許多國家和地區宣布或正在商議在2050年實現「淨零排放」的目標，因此推動電動車產業蓬勃發展，同時也將目光轉向了電動輔助自行車。 電動輔助自行車相較於傳統燃油汽車以及電動車，大幅減少了空氣污染物的排放，其購買成本也遠低於兩者。而相對於活動範圍較為接近的機車與自行車，電輔車比機車更為環保，需要的活動量又低於傳統自行車，其舒適性和機動性使電輔車受到了消費者的青睞，尤其適合有短程交通和都市活動需求的消費者。 K品牌的母公司原為資訊科技產業製造商，為跟上永續經營的趨勢，進入了電動輔助自行車產業並成功建立品牌。他們選擇日本作為海外市場的首要目標，以新進者之姿，成功在日本自行車市場立足並拓展知名度。因此本研究將探討K品牌如何利用自身優勢和永續發展目標，透過整合行銷傳播，在日本消費者心中成功建立印象。 本研究將重點探討K品牌在當地的行銷策略，以整合行銷傳播為主要框架，探究其於消費者旅程中的各個接觸點，如何利用不同傳播工具與溝通模式，在相對成熟的日本電輔車市場推廣全新品牌，進而拓展市場佔有率。透過對K公司的深入研究，探討跨界進入電輔車市場過程中的立足策略與決策制定。
As global warming intensifies, environmental and social sustainability issues are becoming increasingly critical. Countries around the world are beginning to focus on sustainable business practices and carbon reduction, with companies increasingly focusing on climate change and reducing carbon footprint. Many countries and regions have announced achieving "net zero emissions" by 2050, driving the vigorous development of the electric vehicle industry and shifting attention to Electrically Power Assisted Cycle (EPAC). Compared to traditional gasoline cars and electric vehicles, EPACs significantly reduce emissions of air pollutants and have a much lower purchasing cost. Relative to motorcycles and traditional bicycles, electric-assist bicycles are more environmentally friendly and require less physical exertion, making them favored by consumers, especially for short-distance commuting and urban activities. The parent company of Brand K, originally a manufacturer in the IT industry, entered the e-bike industry to align with sustainable trends, successfully establishing its brand. Choosing Japan as their primary overseas market, they entered the Japanese market as newcomers, successfully establishing a presence and expanding their reputation. Therefore, this study will explore how Brand K utilizes its strengths and sustainable development goals to create an impression among Japanese consumers through integrated marketing communications. This study will focus on Brand K's local marketing strategies, using Integrated Marketing Communications (IMC) as the main framework, exploring how they utilize various touchpoints in the consumer journey and leverage different communication tools to promote the brand in the mature Japanese EPAC market and expand market share. Through in-depth research, it examines the strategies and decision-making involved in entering the electric bicycle market across industries.參考文獻 中文文獻 王全裕（2015）。整合行銷傳播理論與實務（初版）。揚智文化。 許安琪（2005）。置入？植入？製入？智入？從多元面向觀點檢視置入性行銷。中華傳播學刊，8，161-178。 黃嘉珮（2009）。NIKE與adidas整合行銷傳播與品牌經營之比較研究－以臺灣大學生市場操作為例。〔碩士論文。國立臺灣師範大學〕 劉宇軒、黃任閔（2007）。Nike運動品牌對名人代言產品行銷策略之探討－以Nike籃球鞋為例。屏東教大體育，11，86-95。 戴國良（2020）。數位行銷：「數位行銷」＋「傳統行銷」並用的網路時代（三版）。五南。 英文文獻 Abbas, J., & Sağsan, M. (2019). Impact of knowledge management practices on green innovation and corporate sustainable development: A structural analysis. Journal of Cleaner Production, 229, 611-620. Ampler, N., Koch, C., & Olbrich, R. (2023). Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes. Springer Proceedings in Business and Economics, 9-19. Bagdare, S., & Jain, R. (2013). Measuring Retail Customer Experience. International Journal of Retail & Distribution Management, 41(10), 790-804. Batra, R., & Keller, K. L. 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SAGE Publications. 中文網路資料 中華民國經濟部統計處（2019年3月27日）。當前經濟情勢概況（專題：自行車產業發展概況）。 https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=23&html=1&menu_id=10212&bull_id=5822 中華民國經濟部統計處（2023年1月16日）。自行車產業連續兩年產值創新高。https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=10253 台灣區車輛工業同業公會（2024）。產業概況。https://www.ttvma.org.tw/industry 前瞻產業研究院（2020年8月11日）。2020年全球電動自行車產業市場現況及競爭格局分析 市場規模將近200億美元。https://bg.qianzhan.com/trends/detail/506/200811-1fbc9ed8.html 浙商證券（2023年11月09日）。休閒車龍頭，品類拓展+通路開拓開闢第二曲線 ——濤濤車業深度報告。https://pdf.dfcfw.com/pdf/H3_AP202311091609785453_1.pdf?1699550104000.pdf 黃銘章、龔天鈞、江瑞坤、徐淑媚（2021年12月22日）。A-Team與M-Team的產業大聯盟。產業與管理論壇。https://www.if.itri.org.tw/ArticleView.aspx?v=105 道路交通管理處罰條例（2023年5月3日）修正公布。https://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=K0040012 臺灣自行車輸出同業公會（2024）。統計與關稅。https://www.tba-cycling.org/list/cate-208120.htm 日文網路資料 Line Corporation（2017年3月14日）。【LINEモバイル】女優・のんさんを起用した 初のTVCM「愛と革新。LINE MOBILE」を公開。https://linecorp.com/ja/pr/news/ja/2017/1679 ORICON NEWS（2017年1月10日）。2013年上半期ブレイク女優ランキング『“あまちゃんコンビ”がシーンをけん引！ TOP10結果は？』。https://www.oricon.co.jp/special/607/ YAMAHA（2018）。ファクトブック2018。https://global.yamaha-motor.com/jp/ir/library/factbook/pdf/2018/2018factbook.pdf 上野嘉之（2019年3月11日）。「電動化」で世界市場に反転攻勢 パナソニック、スポーツ自転車を拡大。産経新聞。https://www.sankei.com/article/20190311-INMFKHC67JMYJAFI4KPKVW6CYY/ 全国高等学校PTA連合会（2017年8月25日）。今後の「バイクの３ない運動」の展開について。宮崎県高等学校PTA連合会。http://www.miyazaki-koupren.jp/zenpren_003.html 自転車産業振興協会（2024）。生産動態・輸出入。https://jbpi.or.jp/business/business/statistics/production_dynamics/list/ 別所博康（2023年2月28日）。電動アシスト自転車バカ売れのきっかけは大胆な路線変更。THE OWNER。https://the-owner.jp/archives/12323 桐生市ホームページ（2024年4月3日）。電動アシスト自転車購入補助金（令和6年度環境都市推進補助金）。https://www.city.kiryu.lg.jp/kurashi/kankyo/1014480/1018543/1018545.html 消費者庁（2023年4月19日）。「電動アシスト自転車」と称し販売された製品でも、道路交通法の基準に適合しない場合は道路の通行をやめましょう! -まずは、お持ちの銘柄を確認しましょう!-。https://www.caa.go.jp/policies/policy/consumer_safety/caution/caution_068/ 渋谷区公式サイト（2016年3月）。渋谷駅周辺まちづくりビジョン ～協奏するまちづくりを目指して～。https://files.city.shibuya.tokyo.jp/assets/12995aba8b194961be709ba879857f70/9467557e80644f5da9f1b1a6f9a80dce/assets_detail_files_kurashi_machi_pdf_shibuya_vision2.pdf 渋谷再開発協会（無日期）。渋谷駅中心地区流動計測調査。擷取於2024年1月16日，https://shibuya-redvip.com/%E4%BA%8B%E6%A5%AD%E8%AA%BF%E6%9F%BB%E7%A0%94%E7%A9%B6%E7%94%BB%E5%83%8F/ 経済産業省（2023年6月23日）。バイクブームが再来か？。 https://www.meti.go.jp/statistics/toppage/report/minikaisetsu/hitokoto_kako/20230623hitokoto.html 圓岡志麻（2019年3月21日）。｢電動自転車｣の超進化が子育てママを救う理由 10万円超の高級品でもリピート需要が活発。東洋経済オンライン。https://toyokeizai.net/articles/-/271346?display=b 英文網路資料 Bernhard, A. (2020, December 7). The Great Bicycle Boom of 2020. BBC. https://www.bbc.com/future/bespoke/made-on-earth/the-great-bicycle-boom-of-2020.html Brand Finance. (2023, September). Apparel 50 2023. https://brandirectory.com/rankings/apparel/ Climate Action Tracker. (2023, December 14). CAT Net Zero Target Evaluations. https://climateactiontracker.org/global/cat-net-zero-target-evaluations/ Confederation of the European Bicycle Industry. (2020, July 15). More Cycling Will Be Essential To The Success Of The EU Sustainable And Smart Mobility Strategy. https://www.conebi.eu/more-cycling-will-be-essential-to-the-success-of-the-eu-sustainable-and-smart-mobility-strategy/ Confederation of the European Bicycle Industry. (2021, July 13). European Bicycle Industry Booming. https://www.conebi.eu/european-bicycle-industry-booming/ Confederation of the European Bicycle Industry. (2022, July 7). Bicycle And E-Bike Sales Continue To Grow, Reaching Record Levels. https://www.conebi.eu/bicycle-and-e-bike-sales-continue-to-grow-reaching-record-levels/ European Parliament. (2023, February 14). Fit for 55: Zero CO2 Emissions for New Cars and Vans in 2035. https://www.europarl.europa.eu/news/en/press-room/20230210IPR74715/fit-for-55-zero-co2-emissions-for-new-cars-and-vans-in-2035 FIBA.basketball. (2017, February 27). FIBA Signs 11-Year Strategic Partnership with Iconic Basketball Brand Nike. https://www.fiba.basketball/en/news/fiba-signs-11-year-strategic-partnership-with-iconic-basketball-brand-nike Harrabin, R. (2020, May 19). Electric Bikes “Could Help People Return to Work.” BBC. https://www.bbc.com/news/business-52711992 Interactive Advertising Bureau. (2018, May 10). 2017 Full-Year Internet Advertising Revenue Report. https://www.iab.com/insights/2017-full-year-internet-advertising-revenue-report/ Kemp, S. (2021, February 10). DIGITAL 2021: JAPAN. DataReportal. https://datareportal.com/reports/digital-2021-japan Rankingroyals. (n.d.). Top 10 Countries with the Highest Bicycle Usage. Retrieved March 23, 2024, from https://rankingroyals.com/infographics/top-10-countries-with-the-highest-bicycle-usage/ Richter, F. (2023, August 16). The World’s Most Popular Sneaker Brands. Statista. https://www.statista.com/chart/30540/market-share-of-sneaker-brands/ The Brussels Times. (2023, July 19). E-Bike Sales Drive European Market Growth. https://www.brusselstimes.com/562721/e-bike-sales-drive-european-market-growth U.S. Environmental Protection Agency. (2023, June). Fast Facts: U.S. Transportation Sector GHG Emissions 1990-2021. https://nepis.epa.gov/Exe/ZyPDF.cgi?Dockey=P1018JNG.pdf 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363089資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363089 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (Authors) 林若同 zh_TW dc.contributor.author (Authors) Lin, Jo-Tung en_US dc.creator (作者) 林若同 zh_TW dc.creator (作者) Lin, Jo-Tung en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 12:15:21 (UTC+8) - dc.date.available 5-Aug-2024 12:15:21 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 12:15:21 (UTC+8) - dc.identifier (Other Identifiers) G0111363089 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152455 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 111363089 zh_TW dc.description.abstract (摘要) 隨著全球暖化加劇，環境和社會永續議題變得日益重要。世界各國開始關注永續經營和減碳議題，企業也紛紛制定永續發展策略，希望實現永續轉型並投身綠色經濟。許多國家和地區宣布或正在商議在2050年實現「淨零排放」的目標，因此推動電動車產業蓬勃發展，同時也將目光轉向了電動輔助自行車。 電動輔助自行車相較於傳統燃油汽車以及電動車，大幅減少了空氣污染物的排放，其購買成本也遠低於兩者。而相對於活動範圍較為接近的機車與自行車，電輔車比機車更為環保，需要的活動量又低於傳統自行車，其舒適性和機動性使電輔車受到了消費者的青睞，尤其適合有短程交通和都市活動需求的消費者。 K品牌的母公司原為資訊科技產業製造商，為跟上永續經營的趨勢，進入了電動輔助自行車產業並成功建立品牌。他們選擇日本作為海外市場的首要目標，以新進者之姿，成功在日本自行車市場立足並拓展知名度。因此本研究將探討K品牌如何利用自身優勢和永續發展目標，透過整合行銷傳播，在日本消費者心中成功建立印象。 本研究將重點探討K品牌在當地的行銷策略，以整合行銷傳播為主要框架，探究其於消費者旅程中的各個接觸點，如何利用不同傳播工具與溝通模式，在相對成熟的日本電輔車市場推廣全新品牌，進而拓展市場佔有率。透過對K公司的深入研究，探討跨界進入電輔車市場過程中的立足策略與決策制定。 zh_TW dc.description.abstract (摘要) As global warming intensifies, environmental and social sustainability issues are becoming increasingly critical. Countries around the world are beginning to focus on sustainable business practices and carbon reduction, with companies increasingly focusing on climate change and reducing carbon footprint. Many countries and regions have announced achieving "net zero emissions" by 2050, driving the vigorous development of the electric vehicle industry and shifting attention to Electrically Power Assisted Cycle (EPAC). Compared to traditional gasoline cars and electric vehicles, EPACs significantly reduce emissions of air pollutants and have a much lower purchasing cost. Relative to motorcycles and traditional bicycles, electric-assist bicycles are more environmentally friendly and require less physical exertion, making them favored by consumers, especially for short-distance commuting and urban activities. The parent company of Brand K, originally a manufacturer in the IT industry, entered the e-bike industry to align with sustainable trends, successfully establishing its brand. Choosing Japan as their primary overseas market, they entered the Japanese market as newcomers, successfully establishing a presence and expanding their reputation. Therefore, this study will explore how Brand K utilizes its strengths and sustainable development goals to create an impression among Japanese consumers through integrated marketing communications. This study will focus on Brand K's local marketing strategies, using Integrated Marketing Communications (IMC) as the main framework, exploring how they utilize various touchpoints in the consumer journey and leverage different communication tools to promote the brand in the mature Japanese EPAC market and expand market share. Through in-depth research, it examines the strategies and decision-making involved in entering the electric bicycle market across industries. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 6 第三節 研究流程與架構 7 第二章 文獻探討 8 第一節 電動輔助自行車 8 第二節 日本自行車市場 11 第三節 消費者旅程 12 第四節 整合行銷傳播 15 第三章 研究方法 28 第一節 個案研究法 28 第二節 個案選擇 30 第四章 個案分析 31 第一節 日本電動輔助自行車市場分析 31 第二節 個案品牌介紹 37 第三節 K品牌產品介紹 38 第四節 行銷管道與通路 42 第五節 銷量與據點成長 57 第五章 結論與建議 61 第一節 研究結論 61 第二節 研究限制 62 第三節 研究建議 63 第六章 參考文獻 65 zh_TW dc.format.extent 2968126 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363089 en_US dc.subject (關鍵詞) 電動輔助自行車 zh_TW dc.subject (關鍵詞) 消費者旅程 zh_TW dc.subject (關鍵詞) 整合行銷傳播 zh_TW dc.subject (關鍵詞) Electrically Power Assisted Cycle en_US dc.subject (關鍵詞) Customer Journey en_US dc.subject (關鍵詞) Integrated Marketing Communications en_US dc.title (題名) 新創電輔車品牌之整合行銷傳播策略研究—以K品牌為例 zh_TW dc.title (題名) Examining the Integrated Marketing Communication Strategies for Electrically Power Assisted Cycles — A Case Study of Startup Brand K en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻 王全裕（2015）。整合行銷傳播理論與實務（初版）。揚智文化。 許安琪（2005）。置入？植入？製入？智入？從多元面向觀點檢視置入性行銷。中華傳播學刊，8，161-178。 黃嘉珮（2009）。NIKE與adidas整合行銷傳播與品牌經營之比較研究－以臺灣大學生市場操作為例。〔碩士論文。國立臺灣師範大學〕 劉宇軒、黃任閔（2007）。Nike運動品牌對名人代言產品行銷策略之探討－以Nike籃球鞋為例。屏東教大體育，11，86-95。 戴國良（2020）。數位行銷：「數位行銷」＋「傳統行銷」並用的網路時代（三版）。五南。 英文文獻 Abbas, J., & Sağsan, M. 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