1 GIANT Giant Bicycle Group 2009 11 16
1 GIANT的品牌行銷與策略 劉湧昌 大中華區總經理 Giant Bicycle Group 2009. 11. 16
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台大EMBA 2009. 5/27 -6/4 20人 16
18 Taiwan Bike Day 2007 ~ 2009
2007. 05啓動全台 25縣市的Taiwan Bike Day儀式 19
2008. 05. 04 全國主場 23
2009. 05. 03 總統府前 25
二、集團組織圖Giant Global Canada ★ Netherlands ▲ ★● U. S. A. Europe ★● Tianjin ▲ ★ Japan China ★ ▲ ● Shanghai ▲ Chengdu ▲ ★ ● ▲Taiwan ▲ Manufacturing Centers (7&2) ★ Australia ★ Marketing / Sales Centers (11) ● R&D Centers (4) 29
二、集團組織圖Giant Global Consumers GRP (Giant Retailing Partner) GG GF C. Tech GH GUK GE CLM GEM GTM GU GCM GJ GPM IT+Ad. GT GA GCC GC GEV GV GK GCT TM Giant Inc. 30
五、如何做Marketing BCG 「Growth-Share Matrix」 45
五、如何做Marketing? p GUSA的成功案例 1. Y 2 K是轉折點 2. QUALITY+VALUE→INNOVATION+PERF ORMANCE 3. SERVICE→專業 4. 强化MARKETING-BIG BEAR 之后 46
六、全球管理的邏輯及 具 p INC的3 S Strategy STRATEGY 、SUPPORT 、SERVICE p SBU- 1. FACTORY: ENGINEERING, MFG, SERVICE 2. SALES COMPANY: BRANDING、 MERCHANDISING, LOGISTICS, SERVICE, SALES 56
六、全球管理的邏輯及 具 p GLOBAL GIANT; LOCAL TOUCH p NO. 1; NO. 2 p O 2 -THE ONE & ONLY p BE FIRST, BEST, OR BE DIFFERENT 58
六、全球管理的邏輯及 具 p 3 T-TRUTH, TRUST, TEAMWORK p 3 S-SPEED, SIMPLICITY, SELFCONFIDENCE p 生根台灣, 槓桿大陸, 經營全球 59
六、全球管理的邏輯及 具 □ 5 Questions ① What the playing field looks like now? ② What the competitions have been up to? ③ What you have been up to? ④ What’s around the corner? ⑤ What’s your winning move? 64
68 Thank you!
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