市場分析與品牌策略規劃探討 ~以R喜餅品牌定位為例~

Abstract

本論文係針對台灣喜餅業進行分析，喜餅是(大部分)一生只會購買一次的產品，產品生命週期相當長，消費者在進行購買時不僅是高關心度的產品，且購買的決策與影響力又相當複雜，包含當事者(新娘/新郎)本人，新娘新郎的雙方家長都扮演著關鍵性角色。此外，購買者(新娘新郎)，使用者(賓客)，與付費者(新娘新郎的長輩)又有所不同。因此該產業的品牌定位就備受考驗。 因次本研究以台灣某知名之R品牌的經驗為研究個案，深入探討台灣喜餅產業在面臨婚姻結構的改變，出生率下降，喜餅西化(中式大餅vs. 西式喜餅)。外部競爭態勢也因個人化特色喜餅品牌的崛起，主流喜餅業者面臨到品牌管理上的嚴峻考驗。 此研究包含質性與量化的兩種研究方法，包含對消費者的質性訪談，並搭配各項量化統計分析，進行了解以下主要議題作為企業選擇品牌策略，創造品牌價值的參考 1. 品牌目前定位所面臨的議題 2. 進行品牌再造的探討作為未來重定位的依據:包含消費者面向與品牌面向的了解 3. 找出未來重定位的策略與戰術操作建議

This thesis focuses on the anaylsis for Taiwan wedding cake industry. Wedding cakes, mostly, only buy one time in their life , yet it is highly involved category with complicated decision process and influential factors including the Bride/Groom, themselves, parents of the bride or groom, sometimes, the purchasers (bride and groom), users (guests), and payers (the elders of the bride and groom) are different. This case is aimed to understand the brand strategy for a well-known R brand with at least 60 years histroy in Taiwan. The wedding cake industry is facing critical challegnes including lower marriage rate, the declining of birthrate, and westernized meal habits in cake preference (Chinese pancake vs. Western-style cakes). Beisdes, the booming boutique brands, providing the personalized cakes selection, also affected the mainstream brands. R brand has impacted by or how this brand can survive in this competitive environments This research covers 2 type of methodologies for both qualitative and quantitative. The key objecitves are: 1. To understand the current brand issues 2. To identify the critical factors to help brand reposition 3. To summarize and conclude the brand strategy and tatical execution