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中文篇名

「奧斯汀」的市場定位與品牌管理 免費試閱

英文篇名

The Market Orientation and Brand Management of “Austin”

作者

邱世寬何晉瑋

中文摘要

從1960年創建連發棉被店(家庭工廠)到1985年成立敬統實業有限公司(專業代工廠),至1996年轉型做品牌成立「奧斯汀寢飾」(商品品牌),自2013年起再度轉型成立「Austin Living」舒眠生活館(零售品牌),50餘年來歷經營運轉型與產業升級,「奧斯汀」的品牌路徑發展,儼然就是整個台灣產業從製造代工轉型升級到品牌服務的縮影。過去的50餘年,「奧斯汀」幾乎都是著重於生產與商品的產品導向經營方向,如今開了第一間直營零售店生活舒眠館,跨入「最後一哩」的零售市場,這樣的決策改變考驗著孫連禧總裁的經營智慧。

英文摘要

The development of “Austin” brand can be traced back since 1960- “Lian-Fa” quilt store, which was operated as a family factory. In 1985, “Jing-Tong” company was established and operated as an Original Equipment Manufacturer (OEM). In 1996, “Austin Bedding” was created as a product brand. This was the first time to upgrade their company from production orientation to product orientation. Until 2013, “Austin Living” was built as a retail brand and started to operate as a retailing. This was the second time to up-grade their company from product orientation to market orientation. This was also the first time to face and manage end-users. Being a retailer is totally different from being a manufacturer. It would challenge the chairwoman of “Austin”, Nancy Sun’s strategic decisions.

關鍵詞

行銷定位品牌零售marketingpositioningbrandingretailing

刊名

產業與管理論壇

期數

201706 (19:2期)

起訖頁

084-099

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342017061902004  複製DOI   DOI查詢

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台灣製藥廠商的成長驅動因素:技術後進者的觀點