本研究在探討專案經理管理專案逐步完善的過程 (Progressive Elaboration)中，面對接踵而來的專案變更 (Change) 以及不確定性 (Uncertainty)，如何能以客戶觀點來看待專案管理的利害得失 ( Advantage / Disadvantage / Gain / Lost )，滿足客戶需求以創造客戶價值。 本研究認為專案管理的重點在於專案變更管理。藉由策略行銷4C架構的思維，將能有效彌補專案經理在企管知識與經驗上落差，將專案管理的重點聚焦在客戶關心的專案管理重點上，透過行銷交換上四個成本問題的解決，來為客戶與專案創造價值。本研究透過以客戶與專案經理的不同觀點來回顧與檢討兩個實務個案，建議在管理專案時以策略行銷4C架構思維作為和客戶溝通的思考架構，聚焦於如何兼顧三重限制下，把專案管理的價值提升到同時滿足專案與商業的成功。換言之，藉由行銷交換四大成本問題的解決來“作對的事”(Do the right thing)以滿足客戶的期望，而讓專案管理方法論聚焦於專案管理團隊如何管理專案，來解決“把事作對”(Do the thing right) 的問題。

房地產產業之興衰深受大環境變動所影響，因此廠商如何因應外部環境變遷所帶來的機會與挑戰，隨之調整自身所有的資源以改善劣勢，往往是企業能否創造持續競爭優勢之所在。而本研究之研究核心為台北市之小型建商，透過對台北市之A建商之深入訪談，以了解A建商之現況與遭遇問題，以擬定對策，提昇A建商之競爭力。 於分析台灣之總體經濟情勢與房地產市場後，本研究發現，未來兩年之房地產市場發展，仍呈現樂觀之情況，對於A建商而言，為規模擴張之適當時期。而分析A建商之問題後，發現A建商之發展關鍵，為規模之擴大與品牌之塑造，針對A建商面臨之情勢，本研究提出策略上之建議，以期增加A建商於產業中之競爭力。

隨著網際網路快速更迭，電子商務也越趨蓬勃發展，2015在全球B2C電子商務貿易市場中，中國以6170億美元的規模高居榜首，領先於美國和英國。電商平台競爭越來越激烈的狀況下，中國的阿里巴巴集團在2009年以青少年間的次文化「光棍節」做為節慶主題，打造「雙十一」人造網購節慶，引起了廣大討論。在2013年雙十一成為全球最大的人造網購節日，最新2016年數據雙十一全日網站成交金額達200億美金，大幅領先網路星期一的30.7億美元和黑色星期五的27.4億美元。 由於雙十一的成功，激起中國各大電商平台群起效尤，紛紛地推出各式五花八門的網購節慶。然而過多的人造網購節慶，卻容易模糊消費者的注意力，導致人造節的失敗。為了更深入了解人造網購節慶其成功的關鍵因素，本研究欲個案研究的方式，分析全球最大的人造網購節慶「雙十一」，並以其主要競爭者京東商城推出的「六一八」做比對，套用策略行銷4C架構來深入研究與比較，歸納兩個案節慶知曉度明顯落差之因素，並提出實務的建議供未來有意造的業者參考。 根據本研究分析，天貓雙十一及京東六一八在C1至C3部分皆有下降。然而在C4部份，天貓成功地在買者心中建立平台與節慶的關聯性，建立了促銷相關專屬資產及品牌相關專屬資產，創造4C良性循環，極大化節慶行銷的價值。然而京東六一八的節慶意涵未能打動人心，且持續改變內涵造成形象模糊性，未能創造出品牌相關專屬資產，C4資產專屬性不足，使得整個4C循環力度較弱，節慶的影響力也受到侷限。 / Thanks to the advancement of Internet, E-commerce has become a big business. China is by far the largest market for business to consumer (B2C) e-commerce, with combined sales of over US$617 billion in 2015, ahead the United States and the United Kingdom. In 2009, Alibaba began using youth subculture “Single Day:1111(Double 11)” to promote discounts at retailers on its e-commerce platforms, which storming the online shopping for the very first time. Since 2013, Double 11 has become the biggest online shopping festival in the world. The latest data showed that Double 11 was officially called to come at US$20 billion in 2016, easily eclipsing the US$2.74 billion and US$3.07 billion respectively generated online during the Black Friday and Cyber Monday. Owing to the success of Double 11, aroused the other e-commerce competitors’ interest to launch all kinds of "made-up shopping festival". However, excessive shopping holidays defocused customer attention and led to failure. In order to discover the key factors that make online shopping festival successful and give some marketing strategy suggestion, this study examines the world’s biggest online shopping festival “Double 11” and its main competitor “JD.com 618” through the 4C framework. And this study identifies the reason which caused the awareness differentiation. According to the analysis results, both “T-mall Double 11” and “JD.com 618” decrease the cost of C1, C2 and C3. For the C4, T-mall successfully builds strong connection between T-mall and the festival, created not only the promotion related specific asset, but also brand related specific asset. It generates a 4C positive cycle and maximizes the strength of festival marketing. However, JD.com fails to create brand related specific asset, only generates a weak 4C cycle. Therefore, the awareness of 618 is far less than double 11.

創業已成為今日台灣的潮流顯學。無論規模大小，品牌就像一個當代的時髦名詞，是創業者的流行穿搭，顯現出對於人生態度的品味。品牌經營理論眾聲喧嘩，哪一盞才是照耀夜行中錦衣的明燈？溫馨小品或是夢幻逸品，恰如其分的定位，就能與擁護者對味。 本研究透過大苑子與綠藤生機兩家個案，來探討品牌經營的方式。在巨人們的肩膀上，將品牌經營整理成：「品牌願景、品牌定位、品牌傳播、品牌粉絲」四大方向來建立品牌的內涵，傳遞給消費者。再用策略行銷4C架構分析，以客觀的角度來審視品牌經營之強勢與弱勢之處，並給予行銷建議作為參考。希冀「先以品牌經營方程式建立品牌，再到策略行銷4C分析謀略縝密度」是一把讓未來有志創業者，或是期待打造出偉大抱負的品牌者，可以經營品牌不求人的關鍵之鑰。 經過個案的探討，發現兩家品牌都著墨許多在與顧客信任感的耕耘，如同Peter F. Drucker所說的：「企業的目的與使命只有一個重心、一個出發點，那就是顧客。」品牌經營如何獲得更多的品牌粉絲支持，是經營者與企業內部需同心協力達成的共同目標。 / Nowadays, entrepreneurship is the mainstream in Taiwan. In spite of the size of a company, the brand represents its image. A company’s brand is like the outfit of the entrepreneur, and it represents his/her attitude towards life. There are many theories on brand management, but which is the one that can help brands target the right customers? Through applying the right positioning strategies for different products, brands can attract target customers successfully. This research aims to analyze brand management through the case studies of “Dayungs” and “Greenvines.” Brand management includes brand vision, brand positioning, brand communication, and brand communities. These four items help establish the content and image of a company’s brand, and pass them on to the customers. Based on the 4C marketing framework, this research examines the strengths and the weaknesses of brand management, and provides a marketing proposal for future reference. The process of building branding with brand management, and then analyzing the strategies with the 4C marketing framework, is a key for future entrepreneurs that hope to establish a successful brand. Through the analysis of these case studies, the research found that both brands put emphasis on the customer trust. As Peter F. Drucker said, “The purpose of business is to create and keep a customer.” How to gain the loyalty of more customers is the goal that managers and employees need to achieve with cooperation.