本研究旨在探討品牌與商業策略，在當今市場快速變化下，如何利用新的媒體及技術推動品牌持久發展。以案例去探討品牌決策、規劃市場、尋找定位等所產生的差異，如何影響整個品牌發展。
中國大陸在過去二十年快速發展，在極短的時間內，各行各業都產生巨變，市場每年都迎來新的機遇、新的挑戰，到底現在的中國大陸，在未來十年或二十年內，會有怎樣的發展？而企業又應該怎樣去規劃以應對未來的變化？在這種時代背景下，市場充滿了機遇與危機。企業要抓住機遇及優化現有的品牌定位及市場策略，在適當的規劃下，未來是可以掌控的。

This paper aims to explore how brand and business strategies can make use of new media and technologies to drive sustainable development. Case study approach has been adopted to investigate how the differences generated by brand strategy, marketing planning and positioning make an impact on the overall brand development.
China’s economy has enjoyed a rapid growth over the past two decades. All industries and sectors have experienced radical changes in a short period of time. The market embraces new opportunities and takes on new challenges every year. What will China be like 10 or 20 years later? How can Chinese enterprises deal with changes? Opportunities and threats are everywhere in this era. Companies need to seize the opportunities when offered and improve their current positioning and marketing strategies. They can take charge of their future with proper planning.

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