碩士 / 國立高雄大學 / 高階經營管理碩士在職專班 / 95 / A procedure is to discuss how to control medium character of TV Home Shopping Channel with the promotion products and Target Market to draw up marketing strategic, and enter China Market with this strategic.
A procedure used the Doctor Water family as the case study target. The Doctor Water family is the family to run the business of Electrolytic Water Production Machine. Applying the marketing character of TV Home Shopping Channel of cross-strait regional market to test and verify the advantage of Electrolytic Water Promotion. However, there is no related research of this topic for discussion in Taiwan and China. Therefore, we select case study and contents analysis of the character to be the theory foundation of this research, and using the depth interview and various second level information as the resources of collecting information.
A procedure is tried to use business operation in “SWOT” strategies and based on the planning process of Xavier (2001). In order to set up the marketing strategies and develop the future objectives and goals of the company of Doctor water family, this research has to confer on the industry environment of TV Home shopping channel and the advantages, disadvantages, opportunities and threats of its competitive abilities into the market in China in order to have further analysis and suggestions.
One of the case studies of marketing strategy in Doctor water family, after the Taiwanese team entered, the business operator is fully used the resources from the head office to make this plan develop gradually from products, video making, marketing, pricing, sales, processing, and customer relationships management. The proof of this marketing strategy in Chinese market is also expanded from Min Xing, Bao Shan, Song Jiang and Jia Ding of Shanghai City as well as Hang Zhou City. Researchers also bring up proposals in terms of product designs, market promotions, prices, management of customers relationships, organizational reformation and brand values.
| Identifer | oai:union.ndltd.org:TW/095NUK05457020 |
| Date | January 2007 |
| Creators | Chien-Fa Lin, 林建發 |
| Contributors | Ting-Lin Lee, 李亭林 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 74 |
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