| 摘要註: |
由於近年來廚具市場規模變化快速，因此對於廚具設備商而言，必須擁有獨特設計風格，以及專業技術團隊，才能符合眾多消費者之需求及個人喜愛，同時間加強產品創新及企業品牌經營，進一步與市場競爭對手做區隔，更能有效將品牌及產品烙印消費者的腦海內。本研究針對個案廚具設備商O公司做個案研究，從品牌形象經營、廣告行銷策略之擬定、通路店鋪之佈局以及自我的SWOT分析。從研究過程中可發現O公司對於品牌行銷廣告以及維護客戶關係花了相當多的心力，從初期廣告策略擬定時，便能夠鎖定特定消費族群，利用各類行銷活動方式來維繫不同客戶(建設公司、設計師以及其他工程/施工單位)，並有效傳遞自家品牌理念以及經營方針。而店鋪拓點，由原先一家至現今台灣地區已共有18家店鋪，讓潛在客戶能夠實際接觸廚具產品，甚至使用操作，而非單純從網路或目錄得知，因此大大提昇顧客知覺價值。最後利用市佔率以及競爭力的提升方法，以便於增強企業本身的策略。以企業客戶對於O公司滿意度的評價，以2011年而言，工地進料、現場進度管理、工地安裝品質、售後服務及對O公司整體評價，除了售後服務滿意度僅在70%外，其餘的工地進料、現場進度管理、工地安裝品質及對O公司整體評價均大於90%以上，顯示了售後服務仍需要O公司努力改善的項目。本研究針對個案進行研究，以企業體質方式作為健檢，以企業觀看市場趨勢，後續可考慮以設計師角度觀察O公司進行實驗或統計分析。 The kitchen market changes rapidly recent years, therefore, for kitchen companies, it is essential to have unique product styles and professional R&D team, to meet the demand and preference of various consumers. Meanwhile, to reinforce the product innovation and brand management will not only setup the market segmentation, stand out from competitors, and also ingrain the brand and product in the customers' brains.My research is a case study of one Taiwanese kitchen company (O company), to analyze its brand management, marketing strategies, franchise and SWOT. During the research, it is learned that O company put lots of efforts into its brand marketing, advertising, and customer relation management. From the first stage of marketing plan, O company is fully aware of its certain customer groups, and use variety activities to maintain close relationship with different customers (construction companies, interior designers and project departments), together with its brand philosophy and business objectives delivered effectively. Concerning the franchise, O company started from one to eighteen showrooms until now. Potential customers can visit and experience the real kitchens nearby, rather than just see from internet or catalog, which greatly incrase the overall customer perceived value. Lastly, SWOT analysis is applied by O company to self-diagnose its own strengths, weaknesses, opportunities and threats, and eventually increase its own competitiveness.To corporate customers for O's satisfaction evaluation to 2011, the site feed, live schedule management, site installation quality, service and overall experience for the O's, in addition to service satisfaction outside only 70% the rest of the site feed, live schedule management, site installation quality and overall evaluation on the O's were more than 90%, showing the service still need O's efforts to improve the project. In this study, case studies, enterprise manner as physical health examination, enterprise watch market trends, follow-up may consider designer perspective O's experimental or statistical analysis. |