This thesis focuses on how to elevate the Taiwanese motorcycle industry through a strategy based on successful branding.
One of the items discussed is how most Taiwanese manufacturers produce mainly small sized motorcycles that are facing increasing competition and slower sales due to a saturated domestic market. Using the SWOT analysis and taking advantage of Taiwan¡¦s capabilities in R&D and production, entering the ATV/UTV niche market is the best path to long term profitability.
¡]1¡^A thorough analysis of the world¡¦s ATV/UTV market, sales volume by country, brand and model, is the path that should be taken by all the Taiwanese manufacturers.
¡]2¡^A successful branding strategy requires the following:
1¡DOne of the key factors is to start with clear product positioning and have differentiating and innovative products.
2¡DSuccessful sales channel development
3¡DCommunicate the brand value with the consumer-the customer is always right. A branding company is not in the business of just selling products (where the performance, features, and quality must be right), but price and after service also play an equally important role. A brand will not be fully accepted by the consumer until the brand has achieved full customer satisfaction by taking care of all the items above.
4¡DAn analysis on Taiwan¡¦s branded companies and interviews with the professionals who have helped create such brands are the key validation processes.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0728110-095536 |
| Date | 28 July 2010 |
| Creators | Lin, Shih-Chang |
| Contributors | Huang, Jen-Jsung, Wang, Yu-Ping, Lee, Chin-Tarn, Jaw, Bih-Shiaw |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0728110-095536 |
| Rights | not_available, Copyright information available at source archive |
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