首頁 / 雜誌 / 產業與管理論壇 / 201709 (19:3期) / 從汽車廣告文案探討其產業內之競爭策略
中文篇名

從汽車廣告文案探討其產業內之競爭策略 免費試閱

英文篇名

Exploring the Competitive Strategies from the Advertising Copy in Automobile Industry

作者

王居卿王育民童憶穎劉念慈

中文摘要

廣告文案為吸引大眾注意及適時傳遞產品訊息給消費群眾,必須在策略中加入適當誘因以吸引消費者。在傳統上,大多依「競爭策略→行銷策略→廣告策略」由上而下的順向思維進行行銷管理,但本研究將從逆向思維亦即從廣告文案的內容去探討其背後的競爭策略。本研究邀請3位具有實務管理經驗及學術研究聲望的學者參與,針對2010~2014年《超越車訊》汽車雜誌之汽車品牌廣告文案共133則,以內容分析方法進行競爭策略的歸類,而其策略分別為成本領導、差異化及藍海策略共三種。研究結果發現:(1)從汽車品牌的廣告文案中得知,在過去5年間最常被執行的是差異化策略;(2)依據汽車品牌的七種策略趨勢,解析出在汽車產業內之策略群組結構具穩定性,可有效地預測出採用藍海策略的優勢;(3)在2014年的市場地位分類下,所應用的策略類型相當集中。

英文摘要

The contents of the copies in an effective advertisement must include various appropriate incentives to trigger the need and expectation of consumers. Traditionally, the thinking of marketing management follows the top-down process of strategic management; that is, “Competitive Strategy → Marketing Strategy → Advertising Strategy”. However, this study reverses the strategy management process; that is, explores the implied competitive strategy from the contents of advertising copy. This study invited three scholars, who have practical management experience and high academic research reputation, to participate in the content analysis. We analyze the contents and coordinate competitive strategy through content analysis method from 133 automotive advertisings magazines of “Taiwan Motor” from 2010~2014. The strategies are used in this study include Porter’s “Cost Leadership”, “Differentiation” and Kim and Mauborgne’s “Blue Ocean Strategy”. After reviewing the related works of literature, analyzing the secondary data, conducting the content analysis, and verifying through interviews, there are some following major findings. First, the most common strategy implemented, which derived from the automotive brand copies in past five years, is differentiation strategy. Second, the seven strategy trends for the automotive industry showed the stability of industry structure in the strategic group, and which may effectively predict the opportunity of competitive advantages for the companies adopting the blue ocean strategy. Last, based on the classification of market position in 2014, the strategy category was also very centralized.

關鍵詞

市場地位汽車廣告文案策略群組藍海策略競爭策略market positionautomotive advertising copystrategic groupblue ocean strategycompetitive strategy

刊名

產業與管理論壇

期數

201709 (19:3期)

起訖頁

068-096

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342017091903003  複製DOI   DOI查詢

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