品牌策略－以自創「Annvita」 英國茶品牌為例

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Title:	品牌策略－以自創「Annvita」英國茶品牌為例 Brand Strategy－The Case of Annvita Tea Creations
Authors:	姜惠娟 CHIANG, HUI-CHUAN
Contributors:	經營管理學系
Keywords:	英國茶;自創品牌;品牌架構;品牌策略 British Tea;Self-Branding;Brand Structure;Brand Strategy
Date:	2022
Issue Date:	2022-06-13 06:37:02 (UTC+0)
Publisher:	亞洲大學
Abstract:	自創品牌蔚為風氣，品牌潮起潮落,品牌成功的運作策略多如牛毛，但甚麼樣的策略運做，才能讓品牌生命力得以延續？而網路時代的資訊氾濫與日益高漲的商業運營成本，塑造品牌的難度日盛。欽羨於歐美知名百年品牌，在前人種下良田，後代持續耕耘，逾百年，品牌仍持續影響市場，這其中除面對市場的應變能力，必體現其堅持過程正確的品牌策略前瞻，還有歷史造就的品牌人文，沉澱在企業每一個角落。甚麼是品牌？若沒有長遠的品牌經營規劃，即使透過商業手段，短暫得到名或利，都不能算是品牌，只能說是掛個招牌做了一筆生意，但接下來呢？本研究是以一個在短暫時空經歷跨國運作的品牌，以上海為自創品牌的核心基地，自英國代理百年國際品牌，進而投資英國百年瓷器廠，再與德國製茶商合作，並自台灣進口原物料…等，期間透過品牌架構品牌策略，最終成就自有品牌，將品牌推向大陸各個城市及進入其他國家的運作過程。本研究以品牌架構品牌為整體品牌策略，運作策略分為三個階段： 1. 品牌塑造階段：品牌質化。 2. 品牌成長階段之市場拓展策略，可比喻為品牌量化。 3. 品牌成熟階段之品牌轉型，品牌升華質化。也就是在面臨品牌生命週期衰退期前，以新商業模式讓品牌轉型讓品牌昇華質化，延續品牌生命力。夢想是圓，堅持是半徑，走越遠，則圓越大，若沒有理念當圓心，正確的策略成為堅持下去的信心，圓不可能變大。 There are many successful branding strategies, but what is the best way to keep a brand alive? With the flood of information in the Internet era and the increasing cost of business operations, branding is becoming increasingly difficult. We envy the famous century-old brands in Europe and the United States, which have been planted by their predecessors and continued to be cultivated by their descendants for more than a century, but the brands still continue to influence the market, which, in addition to their ability to respond to the market, must be reflected in their persistent and correct brand strategy foresight, as well as the brand culture created by history, which is deposited in every corner of the enterprise. What is a brand? If there is no long-term brand management plan, even if you get fame or profit for a short period of time, it cannot be considered a brand, but only a signboard to do a business. This study is based on a brand that has experienced transnational operation in a short period of time, with Shanghai as the core base of its own brand, acting as an agent for a century-old international brand in the UK, then investing in a century-old porcelain factory in the UK, then cooperating with a tea manufacturer in Germany, and importing raw materials from Taiwan...etc. During the period of time, through the brand structure brand strategy, the brand eventually achieved its own brand, and pushed the brand to various cities in China and into other countries. This study takes the brand structure brand as a whole. This study uses the brand structure brand as the overall brand strategy, and the operation strategy is divided into three stages: 1. brand building stage: brand quality. 2. Market expansion strategy in the brand growth stage, which can be compared to brand quantification. 3. Brand transformation in the stage of brand maturity, brand sublimation and qualitative. In other words, before the brand life cycle declines, the new business model allows the brand to transform and sublimate the brand to extend its vitality. Dream is a circle, persistence is the radius, the farther you go, the bigger the circle will be. Without the idea as the center of the circle, the right strategy becomes the confidence to persist, the circle cannot become bigger.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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