自創品牌結合運動行銷成功策略之研究以正新輪胎瑪吉斯(MAXXIS)品牌為例

Abstract

Brand is the important intangible assets for a business. Microsoft's total accounting assets is ranked 209 in America, and climbing to 2nd place after adding up the intangible assets, therefore many enterprises trying their best to build up their brand reputation. The Cheng Shin Tire is a traditional industry devoting to develop its own manufacture's brand and trying very hard to enter the global market, and was selected as one of Taiwan's top ten international brands in 2003 (ranked 5th among top ten), its own manufacturing brand brings a lot of profits to the company. The purpose of this study was to understand the key successful factors of brand shaping, expansion, and marketing strategies of the Chen Shin Tire from both practical and theoretical aspects. The findings of this study were: (1) the Cheng Shin Tire utilized a flexible policy for its brand strategy, which used ”Cheng Shin CST” as its first brand in China-the original brand in Taiwan, and used brand ”MAXXIS” in Europe and America represent its higher level brand, (2) make a connection with sports as its marketing strategies such as sponsoring many sport events to promote its brand, (3) the Cheng Shin Tire devotes to perpetual research and development to remain its dominant position in business, (4) the Cheng Shin Tire believes that they have to keep on making profits, then they will have a budget to sponsor sports and maintain the business for good. This study explores the process & excellent presentation of brand constructing & marketing about Cheng Shin, & also provides enterprises those intend extending to global market with successful experience. Sport marketing gradually thrives under the tendency of globalization, which potential gain attracting lots of companies to involve the activity step by step. Business & consumer pay their money and efforts for loved sports, & bring about the impressive sense for feeling of contest, & molding excellent brand imagination.