碩士 / 世新大學 / 傳播管理學研究所(含碩專班) / 103 / It has been two decades since the first convenience store appears in Taiwan, where the convenience store industry is a very mature market, whereas for China, with its booming economy in recent years, the industry is still a growing market and a variety of competitors just start to arise with different marketing and branding strategies. The distinctions between these two markets make FamilyMart have to use different branding and marketing strategies respectively in China and Taiwan.
The purpose of this study is to understand the cross-strait marketing strategies of FamilyMart. There will be case studies and discussions, interviewing consumers in Taipei and those in Shanghai for their opinions on FamilyMart’s branding and marketing strategies.
The study shows that consumers are fully aware of the characteristics of FamilyMart within the convenience store industry, and its brand name has established a well-known impression among consumers generally both in Taipei and Shanghai. Furthermore, every individual interviewee knows FamilyMart, which is an evidence that the brand has a good reputation. Therefore customer’s potential brand loyalty may be further developed with the high reputation and sense of trust. On the other hand, consumers’ current awareness of the brand and its marketing strategies has shaped a certain impression; that makes it difficult for FamilyMart to change its original image, to recreate peak performance of the brand, and to break through the existing marketing strategies of convenience store industry.
| Identifer | oai:union.ndltd.org:TW/103SHU05375022 |
| Date | January 2015 |
| Creators | Te-Ling Chung, 鍾得齡 |
| Contributors | An-Chi Hsu, 許安琪 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 71 |
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