| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 林茂生 | zh_TW |
| dc.contributor.author (Authors) | Lin, Cindy | en_US |
| dc.creator (作者) | 林茂生 | zh_TW |
| dc.creator (作者) | Lin, Cindy | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-Sep-2011 18:20:05 (UTC+8) | - |
| dc.date.available | 29-Sep-2011 18:20:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Sep-2011 18:20:05 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0092933014 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50947 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 92933014 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | Media is a vital l in building a global brand, in both awareness and preference creation stages. To become a true worldwide fashion retailing leader, UNIQLO employed massive communication in order to promote its products as well as announce the launch in Taiwan. The first campaign has successfully attracted young generation with proven media and sales results. In 2010, other giant fashion apparel brands Zara, H&M will enter Taiwan after UNIQLO, it’s critical for UNIQLO to tackle the competitions and ensure its growth and suitability in the market. | en_US |
| dc.description.abstract (摘要) | 1 Background……………………………………………………………..1 1.1 Branding and Global Marketing……………………………….1 1.2 Role of Media in Building Global Brands……………………..1 2. Introduction of UNIQLO………………………………………………3 2.1 Background…………………………………………………….…3 2.2 Product and Technology………………………………………….4 2.3 Operation Model……………………………………………….…6 2.4 Expert Technical Guidance (Takumi Team)………………….…..6 3 Business Development…………………………………………………..7 3.1 First Store in Japan…………………………………………….…7 3.2 Expansion in Japan and Worldwide………………………………7 4 Building A Global Brand……………………………………………….9 4.1 The Milestone……………………………………………………..9 4.2 Brand Mission…………………………………………………….9 4.3 “Made for All” Statement…………………………………………9 4.4 Identity…………………………………………………………..10 4.5 Selection………………………………………………………….10 4.6 Communication & Differentiation……………………………….11 5 Global Advertising……………………………………………………..13 5.1 Advertising Philosophy………………………………………….13 5.2 Speaks Person……………………………………………………13 5.3 TV Commercial…………………….……………………………13 5.4 Print Ads…………………….…………………….………….…13 5.5 Internet………………………………………………………….14 5.6 Quality Management…………………………………………….15 5.7 Competitive Analysis…………………………………………….16 6 Launch in Taiwan………………………………………………………17 6.1 Background……………………………………………………..17 6.2 Target Consumer………………………………………………..17 6.3 Launch Campaign……………………………………………….17 6.4 Media Strategy…………………………………………………. 17 6.5 Results…………………………………………………………..21 6.6 Next Steps ………………………………………………………21 7 Conclusions……………………………………………………………24 7.1 Continue Brand/ Sales Momentum……………………………24 7.2 Maintain Clear Brand Strategy and Message…………………24 7.3 Always Provide New News to Market………………………..25 7.4 Building Virtual Store to Further Expand Business…………..25 7.5 Implications to Other Giant Fashion Brands…………………….26 | - |
| dc.description.tableofcontents | 1 Background……………………………………………………………..1 1.1 Branding and Global Marketing……………………………….1 1.2 Role of Media in Building Global Brands……………………..1 2. Introduction of UNIQLO………………………………………………3 2.1 Background…………………………………………………….…3 2.2 Product and Technology………………………………………….4 2.3 Operation Model……………………………………………….…6 2.4 Expert Technical Guidance (Takumi Team)………………….…..6 3 Business Development…………………………………………………..7 3.1 First Store in Japan…………………………………………….…7 3.2 Expansion in Japan and Worldwide………………………………7 4 Building A Global Brand……………………………………………….9 4.1 The Milestone……………………………………………………..9 4.2 Brand Mission…………………………………………………….9 4.3 “Made for All” Statement…………………………………………9 4.4 Identity…………………………………………………………..10 4.5 Selection………………………………………………………….10 4.6 Communication & Differentiation……………………………….11 5 Global Advertising……………………………………………………..13 5.1 Advertising Philosophy………………………………………….13 5.2 Speaks Person……………………………………………………13 5.3 TV Commercial…………………….……………………………13 5.4 Print Ads…………………….…………………….………….…13 5.5 Internet………………………………………………………….14 5.6 Quality Management…………………………………………….15 5.7 Competitive Analysis…………………………………………….16 6 Launch in Taiwan………………………………………………………17 6.1 Background……………………………………………………..17 6.2 Target Consumer………………………………………………..17 6.3 Launch Campaign……………………………………………….17 6.4 Media Strategy…………………………………………………. 17 6.5 Results…………………………………………………………..21 6.6 Next Steps ………………………………………………………21 7 Conclusions……………………………………………………………24 7.1 Continue Brand/ Sales Momentum……………………………24 7.2 Maintain Clear Brand Strategy and Message…………………24 7.3 Always Provide New News to Market………………………..25 7.4 Building Virtual Store to Further Expand Business…………..25 7.5 Implications to Other Giant Fashion Brands…………………….26 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0092933014 | en_US |
| dc.subject (關鍵詞) | 媒體 | zh_TW |
| dc.subject (關鍵詞) | 行銷計劃 | zh_TW |
| dc.subject (關鍵詞) | UNIQLO | zh_TW |
| dc.subject (關鍵詞) | 上市 | zh_TW |
| dc.subject (關鍵詞) | Media | en_US |
| dc.subject (關鍵詞) | Marketing Plan | en_US |
| dc.subject (關鍵詞) | UNIQLO | en_US |
| dc.subject (關鍵詞) | Launch | en_US |
| dc.title (題名) | 有效運用媒體創造成功的行銷計劃-以UNIQLO在台灣上市為例 | zh_TW |
| dc.title (題名) | Building a successful marketing plan by effective media – case study of UNIQLO launch in Taiwan | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 1. Judd associates (n.d.) Brand Strategy: Introduction (http://www.juddassoc.com/brand-strategy) | zh_TW |
| dc.relation.reference (參考文獻) | 2. Chevorn, J.R. (1995) Global Branding, Advertising Age | zh_TW |
| dc.relation.reference (參考文獻) | 3. Carat Media Co. (Nov. 2010) Carat Media Weekly Report, No. 559 | zh_TW |
| dc.relation.reference (參考文獻) | 4. AC Nielsen Research (2009) AC Nielsen Media Index | zh_TW |
| dc.relation.reference (參考文獻) | 5. Tadashi Yanao (Nov. 2010) Issho Kyuhai一勝九敗 | zh_TW |
| dc.relation.reference (參考文獻) | 6. Katayama Osamu (Dec. 2010) Yanai Tadashi No Mikata Kangaekata全世界都穿UNIQLO | zh_TW |
| dc.relation.reference (參考文獻) | 7. Hill, Charles W.L. (2007) International Business: Competing In The Global Marketplace | zh_TW |
| dc.relation.reference (參考文獻) | 8. Fast Retailing Website, UNIQLO Business (http://www.fastretailing.com/eng/group/strategy/) | zh_TW |
