零售通路發展自有品牌的策略研究 －以HOLA 鍋具商品為例

Abstract

隨著互聯網時代的來臨，實體零售業通路受到網路市場快速發展及威脅，消費型態改變，實體通路面臨了來客數持續衰退的趨勢！如何開創出新的差異化競爭優勢來迎擊現在的市場趨勢及消費者的型態改變，己是當前的首要任務之一了！本研究所討論的議題，即以HOLA 鍋具Cookware品類，為支持通路持續開創出新的差異化競爭優勢的策略目標，重新定義HOLA鍋具Cookware定位-成為消費者心中的首選品牌，以發展自有品牌為關鍵策略，本研究主要分為三個問題進行研究說明： 零售通路如何發展自有品牌？本研究流程中，同時結合運用品類管理及商業領導力二種模型的流程架構來進行分析並提出解決策略，經過深入的分析各項因素後，分為策略形成及關鍵執行方案來進行研究。 如何建立自有品牌形象？本研究個案在建立HOLA鍋具自有品牌形象的過程中，提出的價值主張為安心、實用、時尚美觀，符合HOLA品牌個性的商品給消費者，在傳遞給消費者的價值主張也是緊扣著這三項重點，行銷主軸一致讓消費者更易於辨識。在自有品牌創造的過程，也符合品牌價值鏈創造的四個主軸，包括品牌探索、品牌定位、品牌表現、品牌傳播，持續發展後才能成為HOLA品牌發展中重要的一塊基石。如何建構成功可持續的營運模式？HOLA的整體品牌形象及店內的購物氛圍，也讓鍋具在自有品牌的發展上，有了基本的優勢，在後續的經營上，必需不斷地針對市場的反應，提供滿足市場需求的產品，持續強化現在的高CP值、安心、實用、時尚的定位。 經由本論文研究，對HOLA鍋具自有品牌的發展，提出一套完整的發展策略及相對應的執行方案，不僅是對HOLA 未來的品類發展自有品牌時有重大的貢獻外，對於其他零售通路要發展自有品牌策略時，可以做為參考的資料。 關鍵字：零售業、自有品牌、品類管理、商業領導力模型Abstract We are living in the Internet era and our minds shuttle between entity world and cyber space. The Internet market growing rapidly and threatening the physical retail channel. There is clearly a declining trend in the number of physical shop’s visitors, indicating changing consumption patterns turn away from the physical path. The top priority of the physical retail channel is the question: how to create a significant competitive advantage to meet the current market trends and to attract different types of consumers. This research discussed two topics. First, chose HOLA Cookware category as a model to work through the physical path and go on create a new significant advantage, and, as a result, made the strategic objectives. Second, revalued the HOLA Cookware and promoted it to be the preferred brand (top of mind) of consumers, and, as a result, made the key strategy of developing the private brand. The research was divided into three parts as follows. How to create private brand in retail channel? In this research, the author combined the category management model and business leadership model as the process structure to analyze and develop a solution strategy. With an in-depth analysis of relative factors, the author examined the research from two studies: strategy formation and key implementation of the program. How to promote the image of private brand? This research chose HOLA Cookware as the case study of promoting the image of private brand. The HOLA Cookware was presented with three core values: trustworthy, practical and fashion design. These core values conformed to HOLA brand’s characteristics, and were imbedded in all HOLA goods offered for consumers. Once the marketing pivot was identified, the private brand can facilitate her consumers to recognize her more quickly. During the process of developing the HOLA brand, there were four axes of brand value chain need to be linked, i.e. brand exploration, brand positioning, brand performance, and brand communication. How to construct a successful and sustainable business model? HOLA’s existed brand image and store shopping atmosphere provide basic advantages for the development of cookware. For the constant operation, HOLA brand must keep up with the market’s demand, and continue to offer high CP products with values of trustworthy, practical and fashion design. Through the research, the author proposed a comprehensive development strategy and a workable implementation program for HOLA Cookware brand. This research has significant contribution to HOLA brand’s future category development. Moreover, any other retail channel who wants to develop her own private brand strategy can take this research as a reference. Keywords: Retail, Private Brand, Category Management, Business Leadership Model