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題名 在經濟不景氣中擴大台灣電動牙刷市占率的策略改變
Strategies change to grow the market share during recession – a case study on Taiwan electronic toothbrush market
作者 翁秋桂
Wong,Caroline
貢獻者 吳文傑
Wu, Jack
翁秋桂
Wong,Caroline
關鍵詞 經濟不景氣
日期 2008
上傳時間 14-Sep-2009 09:49:52 (UTC+8)
摘要 在經濟不景氣中擴大台灣電動牙刷市占率的策略改變
Strategies Change to Grow the Market Share during Recession – a Case Study on Taiwan Electronic Toothbrush Market
     By
     Caroline Wong
     
     This paper is a study on Taiwan electronic toothbrush market at the angle of Philips Sonicare, which is leading in the higher end of the market segment by its patented sonic technology. Before 2007 the company’s major focus was on the dental professional channels (DP) which not only provide the recommendations but at the same time selling the electronic toothbrushes (ETB) to their patients. When the recession time comes, the patients are reluctant to spend money on the luxury oral treatments, and which also have impacts to the promotion of ETB for the high pricing comparing to manual toothbrush. The stagnancy sales in DP have forced the company to change their focus to the retail market. Therefore the total marketing plan needs to be revised: product lines need to be expanded to a wider range to fulfill the different consumer needs, different price strategies adopted for different target audiences, the expansion on the retail channels is a must while deepening the existing distribution, at the same time to fully leverage the strengths in the DP channel. Therefore several communication and promotion programs are carried out to support the strategies changed, in effective ways.
1 Introduction……………………………...…………………………………1
     2 Company Background……………………………...……………………...2
     2.1 Sonicare History………………………………………………………2
     2.2 Sonic Technology……………………………………………………...3
     2.3 Dental Professional Channel Focus ……………………..…………..4
     2.4 Other DP Activities…………………………………………………..10
     2.5 Most Recommended by DP………………………………………….11
     3 The Market………………………………………………………………..13
     3.1 The Market Trend during Recession……………………………….13
     3.2 The Electric Toothbrush Market…………………………………...14
     3.3 Consumer Behavior………………………………………………….16
     3.4 Competition…………………………………………………………..20
     3.5 Pricing………………………………………………………………..22
     3.6 Distribution…………………………………………………………..23
     4 Strategic Move from DP Focus to Retail Focus…………………………26
     4.1 SWOT Analysis………………………………………………………26
     4.1.1 Strengths………………………………………………………..26
     4.1.2 Weakness………………………………………………………..26
     4.1.3 Opportunities…………………………………………………...27
     4.1.4 Threats…………………………………………………………..27
     4.2 Marketing Strategies………………………………………………...27
     4.3 Target Market………………………………………………………..28
     4.4 Positioning……………………………………………………………28
     4.5 New Product Range………………………………………………….29
     4.5.1 Flexcare HX6900 Series………………………………………..29
     4.5.2 HealthyWhite HX6700 Series………………………………….30
     4.5.3 Accessories – The ProResult Brush Heads……………………30
     4.6 Pricing Strategy……………………………………………………...32
     4.7 Channel Strategy…………………………………………………….33
     4.8 Communication and Promotion…………………………………….35
     4.8.1 Advertisements…………………………………………………35
     4.8.2 Public Relations Activities……………………………………..36
     4.8.3 Leverage the DP Relationship…………………………………37
     4.8.4 Word of Mouth Program………………………………………38
     4.8.5 Customer Relationship Management Program………………38
     4.8.6 In-store Promotions………………………………………….…39
     4.8.7 Trade Activities in Department Store…………………………40
     4.8.8 Experiencing Campaigns………………………………………41
     5 Execution of the Strategic Plans………………………………………….42
     5.1 Result in 2008 after Strategic Change……………………………...42
     6 Controls……………………………………………………………………44
     7 Financial Analysis…………………………………………………………45
參考文獻 None
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
95933014
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095933014
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 翁秋桂zh_TW
dc.contributor.author (Authors) Wong,Carolineen_US
dc.creator (作者) 翁秋桂zh_TW
dc.creator (作者) Wong,Carolineen_US
dc.date (日期) 2008en_US
dc.date.accessioned 14-Sep-2009 09:49:52 (UTC+8)-
dc.date.available 14-Sep-2009 09:49:52 (UTC+8)-
dc.date.issued (上傳時間) 14-Sep-2009 09:49:52 (UTC+8)-
dc.identifier (Other Identifiers) G0095933014en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/31342-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 95933014zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 在經濟不景氣中擴大台灣電動牙刷市占率的策略改變zh_TW
dc.description.abstract (摘要) Strategies Change to Grow the Market Share during Recession – a Case Study on Taiwan Electronic Toothbrush Market
     By
     Caroline Wong
     
     This paper is a study on Taiwan electronic toothbrush market at the angle of Philips Sonicare, which is leading in the higher end of the market segment by its patented sonic technology. Before 2007 the company’s major focus was on the dental professional channels (DP) which not only provide the recommendations but at the same time selling the electronic toothbrushes (ETB) to their patients. When the recession time comes, the patients are reluctant to spend money on the luxury oral treatments, and which also have impacts to the promotion of ETB for the high pricing comparing to manual toothbrush. The stagnancy sales in DP have forced the company to change their focus to the retail market. Therefore the total marketing plan needs to be revised: product lines need to be expanded to a wider range to fulfill the different consumer needs, different price strategies adopted for different target audiences, the expansion on the retail channels is a must while deepening the existing distribution, at the same time to fully leverage the strengths in the DP channel. Therefore several communication and promotion programs are carried out to support the strategies changed, in effective ways.
en_US
dc.description.abstract (摘要) 1 Introduction……………………………...…………………………………1
     2 Company Background……………………………...……………………...2
     2.1 Sonicare History………………………………………………………2
     2.2 Sonic Technology……………………………………………………...3
     2.3 Dental Professional Channel Focus ……………………..…………..4
     2.4 Other DP Activities…………………………………………………..10
     2.5 Most Recommended by DP………………………………………….11
     3 The Market………………………………………………………………..13
     3.1 The Market Trend during Recession……………………………….13
     3.2 The Electric Toothbrush Market…………………………………...14
     3.3 Consumer Behavior………………………………………………….16
     3.4 Competition…………………………………………………………..20
     3.5 Pricing………………………………………………………………..22
     3.6 Distribution…………………………………………………………..23
     4 Strategic Move from DP Focus to Retail Focus…………………………26
     4.1 SWOT Analysis………………………………………………………26
     4.1.1 Strengths………………………………………………………..26
     4.1.2 Weakness………………………………………………………..26
     4.1.3 Opportunities…………………………………………………...27
     4.1.4 Threats…………………………………………………………..27
     4.2 Marketing Strategies………………………………………………...27
     4.3 Target Market………………………………………………………..28
     4.4 Positioning……………………………………………………………28
     4.5 New Product Range………………………………………………….29
     4.5.1 Flexcare HX6900 Series………………………………………..29
     4.5.2 HealthyWhite HX6700 Series………………………………….30
     4.5.3 Accessories – The ProResult Brush Heads……………………30
     4.6 Pricing Strategy……………………………………………………...32
     4.7 Channel Strategy…………………………………………………….33
     4.8 Communication and Promotion…………………………………….35
     4.8.1 Advertisements…………………………………………………35
     4.8.2 Public Relations Activities……………………………………..36
     4.8.3 Leverage the DP Relationship…………………………………37
     4.8.4 Word of Mouth Program………………………………………38
     4.8.5 Customer Relationship Management Program………………38
     4.8.6 In-store Promotions………………………………………….…39
     4.8.7 Trade Activities in Department Store…………………………40
     4.8.8 Experiencing Campaigns………………………………………41
     5 Execution of the Strategic Plans………………………………………….42
     5.1 Result in 2008 after Strategic Change……………………………...42
     6 Controls……………………………………………………………………44
     7 Financial Analysis…………………………………………………………45
-
dc.description.tableofcontents 1 Introduction……………………………...…………………………………1
     2 Company Background……………………………...……………………...2
     2.1 Sonicare History………………………………………………………2
     2.2 Sonic Technology……………………………………………………...3
     2.3 Dental Professional Channel Focus ……………………..…………..4
     2.4 Other DP Activities…………………………………………………..10
     2.5 Most Recommended by DP………………………………………….11
     3 The Market………………………………………………………………..13
     3.1 The Market Trend during Recession……………………………….13
     3.2 The Electric Toothbrush Market…………………………………...14
     3.3 Consumer Behavior………………………………………………….16
     3.4 Competition…………………………………………………………..20
     3.5 Pricing………………………………………………………………..22
     3.6 Distribution…………………………………………………………..23
     4 Strategic Move from DP Focus to Retail Focus…………………………26
     4.1 SWOT Analysis………………………………………………………26
     4.1.1 Strengths………………………………………………………..26
     4.1.2 Weakness………………………………………………………..26
     4.1.3 Opportunities…………………………………………………...27
     4.1.4 Threats…………………………………………………………..27
     4.2 Marketing Strategies………………………………………………...27
     4.3 Target Market………………………………………………………..28
     4.4 Positioning……………………………………………………………28
     4.5 New Product Range………………………………………………….29
     4.5.1 Flexcare HX6900 Series………………………………………..29
     4.5.2 HealthyWhite HX6700 Series………………………………….30
     4.5.3 Accessories – The ProResult Brush Heads……………………30
     4.6 Pricing Strategy……………………………………………………...32
     4.7 Channel Strategy…………………………………………………….33
     4.8 Communication and Promotion…………………………………….35
     4.8.1 Advertisements…………………………………………………35
     4.8.2 Public Relations Activities……………………………………..36
     4.8.3 Leverage the DP Relationship…………………………………37
     4.8.4 Word of Mouth Program………………………………………38
     4.8.5 Customer Relationship Management Program………………38
     4.8.6 In-store Promotions………………………………………….…39
     4.8.7 Trade Activities in Department Store…………………………40
     4.8.8 Experiencing Campaigns………………………………………41
     5 Execution of the Strategic Plans………………………………………….42
     5.1 Result in 2008 after Strategic Change……………………………...42
     6 Controls……………………………………………………………………44
     7 Financial Analysis…………………………………………………………45
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095933014en_US
dc.subject (關鍵詞) 經濟不景氣zh_TW
dc.title (題名) 在經濟不景氣中擴大台灣電動牙刷市占率的策略改變zh_TW
dc.title (題名) Strategies change to grow the market share during recession – a case study on Taiwan electronic toothbrush marketen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Nonezh_TW