| 摘要註: |
禮品業的產品包羅萬象,而且推陳出新,流行快速,使得企業面臨更激烈的競爭、威脅與挑戰。企業唯有在產品上不斷的更新才能符 合巿場的需求。雖然禮品是以流行為導向,但禮品業更需要懂得產品 的行銷策略,才是企業求生存與成長的主要條件。本研究以「K 公司」 為個案公司,藉由深度訪談,並透過行銷之 4P 以及 SWOT 分析,探 討其行銷策略,期望藉此能拓廣並善用其現有資源,以訂定未來企業 行銷發展之主軸,取得最佳之競爭優勢。主要之研究發現及建議包 括: 一、產品方面:由傳統的禮品,建議組合性禮品引入增加養生保健禮品,做為未來禮品的考量。 二、價格方面:由於禮品種類多元,依巿場需求,建議採彈性價格策略,以達到品質相同、定價較低的策略來吸引顧客。 三、通路與促銷方面:建議能將自有的產品,朝向零階通路發展,採用網路行銷方式擴大通路與促銷。 四、品牌方面:建議以現有良好人際關係的優勢,於各種活動中,提供一些禮品,藉以塑造自己的品牌。 The gift is featured with variety, innovativeness, fast development, and short life cycle. The gift industry is in fact facing a tense competitive environment with high threats and challenges. Consequently, gift industry needs a flexible and adequate marketing strategy to fit to the various demands of customers, in particular its products are popularity-oriented. The research thesis conducts a case study for the case company (K company) whose purpose is to derive a marketing strategy via the analysis of 4P (product, promotion, price, and place) and SWOT (strength, weakness, opportunity, and threats). Research findings indicate that K company should (1) for the product, in addition to the existing types of product, add the type of health care. (2) for the price, adopt low-priced strategy, maintaining an image of lower price, but same quality. (3) for the place and promotion, develop their own products with zero-level channel by adopting internet marketing strategy to enlarge the channel width. (4) for the brand, based on the current strength of customer relationship, develop their own brand by providing gifts for the related activities in the market. Discussion and managerial implications are also addressed. |