台灣食品加工品牌加值之研究-以廣達香食品為例

Abstract

廣達香在台灣深耕八十多個年頭，為一家傳統食品加工廠。然而，面對消費者習慣的改變，公司勢必進行企業轉型，期許開創另一個市場新局面。因此，本文將探討面對消費型態轉變的台灣食品市場，特別是肉製品加工這一部份；並探討傳統食品加工產業將用甚麼樣的方式進行調整以因應新的消費者需求。利用問卷抽樣調查的方式，先進行廣達香企業定位的認知，了解廣達香企業與產品在現今消費者心中的地位；在了解企業定位後，需進一步研擬轉型策略，了解市場需求，以期獲得事半功倍的效果。

Kuang Ta Hsiang is a traditional food manufacturer which was established over eighty years ago in Taiwan. However, changing consumer habits require Kuang Ta Hsiang to do some enterprise transformation. Therefore, this paper will discuss changing consumption patterns in processed food in Taiwan, as well as how the traditional food industry should adapt and adjust to these patterns. By questionnaires and sampling methods, we will establish Kuang Ta Hsiang’s current corporate positioning, and understand its corporate and product image in the minds of consumers. After that, in order to improve market access, we will develop a transition strategy.