benq专卖店的营销模式特点分析word格式论文.docxVIP

ABSTRACTABSTRACTBENQ was found in 1984, its products and technologies cover digital media, computer system and its peripherals, network communication and optical storage etc. In recent years, it has grown into a national wide, even international wide famous corporation with its wide range of products and the concept of “fashion product networking”In the beginning, this paper makes a brief introduction to BENQ Ltd. Co. In this section, the BENQ history, the technology strength of BENQ, the variety products of BENQ and the culture of BENQ are introduced respectively. At the end of this section, the marketing pattern of monopolist shop is specified in detail. And then, to discuss the developing process of BENQ marketing pattern of monopolist shop, this paper firstly analyzed feature and growing tendence of IT industry. After the introducing the background of IT industry, it can be seen that BENQ found its right orientation in the fast changing IT industry in the recent years. In 2001, Mingji brought out the brand of BENQ, which is called Bringing Enjoyment and Quality to Life. Doing so gave a great rise to the impression of the brand, and a new VI was introduced to public, which made the monopolist shop of BENQ distinct among its craft brothers, it appealed more consumers by delivering its “vividness and happiness” to public. At the same time, BENQ has established a series of impression monopolist shop such as entertainment workshop and E-times. Among them, entertainment workshop is mainly responsible for vendition of laptop, projector, and the E-times is mainly responsible for vendition of DIY products, digital products etc.Hence, the monopolist shops are run in perfect order. In addition, along with the rising ability of the employees, BENQ made an outstanding achievement through the past 4 years. In the year of 2004, Mingji earned a whole turnover of 52 hundred million dollars. It is firmly believed in this paper that the success of BENQ is tightly associated with i