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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17807完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝明慧 | |
| dc.contributor.author | Pei-Yu Luan | en |
| dc.contributor.author | 欒佩瑜 | zh_TW |
| dc.date.accessioned | 2021-06-08T00:43:53Z | - |
| dc.date.copyright | 2015-08-31 | |
| dc.date.issued | 2015 | |
| dc.date.submitted | 2015-08-10 | |
| dc.identifier.citation | 一、中文部分
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17807 | - |
| dc.description.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 | zh_TW |
| dc.description.abstract | 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 | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T00:43:53Z (GMT). No. of bitstreams: 1 ntu-104-P01746040-1.pdf: 3880769 bytes, checksum: 19f30d45be32076a9a126258f0df70b5 (MD5) Previous issue date: 2015 | en |
| dc.description.tableofcontents | 目錄
謝辭I 摘要II AbstractIII 目錄IV 第一章 緒論 1 第一節、研究背景 1 第二節、研究動機 1 第三節、研究目的 2 第二章 文獻探討 5 第一節、品牌定義 5 第二節、品牌個性建構 7 第三節、品牌定位 10 第四節、品牌延伸 16 第五節、塑造強勢品牌 21 第六節、品牌權益 32 第三章 研究方法 46 第一節、研究架構 46 第二節、研究範圍 50 第二節、研究流程 51 第四章 個案分析 52 第一節、台灣喜餅產業及個案公司介紹 52 第二節、市場與品牌研究分析 54 第五章 結論與建議 85 第一節、研究發現 85 第二節、研究限制與後續建議 87 參考文獻 88 | |
| dc.language.iso | zh-TW | |
| dc.title | 市場分析與品牌策略規劃探討
~以R喜餅品牌定位為例~ | zh_TW |
| dc.title | Taiwan Wedding Cake Brand strategy anaylsis
R brand case study | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 103-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 任立中,黃俊堯 | |
| dc.subject.keyword | 品牌定位,品牌權益,品牌價值,4P, | zh_TW |
| dc.subject.keyword | brand positioning,brand interests,brand value,4P, | en |
| dc.relation.page | 92 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2015-08-11 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業管理組 | zh_TW |
| 顯示於系所單位： | 國際企業管理組 | |
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|---|---|---|---|
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