碩士 / 逢甲大學 / 經營管理碩士在職專班 / 104 / Abstract
The study investigated the overseas expansion for a Japanese Brand, in the case of MOTHERHOUSE. The study analyzed the failure and success marketing strategy in Hong Kong, making the advice for future overseas expansion for Japanese Brand.
MOTHERHOUSE established in 2006. The first stop overseas of MOTHERHOUSE is Taiwan in 2011. The next overseas base is Hong Kong in September 2015. However, the Hong Kong market performance was below expectation. The main reason would be the the original location could not enhance enough customers. Besides, the customer purchase intention of original location was low.
The study defined the main issue of Hong Kong market . The main issue would be the decision of marketingchannel. The results analyzed what is proper marketingchannel for MOTHERHOUSE Hong Kong. Besides, the study also showed how we remodel the shop to strengthen the brand differentiation.
| Identifer | oai:union.ndltd.org:TW/104FCU01457006 |
| Date | January 2017 |
| Creators | HSIEH,YI-HUA, 謝依樺 |
| Contributors | WU,GUANG-WEN, 吳廣文 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 49 |
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