新產品開發之消費情境與行銷策略分析與個案研究

Abstract

本研究以台灣手工鮮奶優格領導品牌「雪坊優格」作為研究對象，依個案研究法探討雪坊優格經營團隊創業初始階段之目標市場界定與產品差異化策略，並研究其如何針對不同使用情境下之消費者行為特徵分析擬定行銷策略，本研究除針對雪坊優格之行銷策略執行結果進行分析檢討外，結尾處並根據研究結果與行銷組合4P理論提出最適行銷策略架構以俾將來相關管理領域經營者或研究者參考。

Using the leading brand of homemade set yogurt in Taiwan 'SNOW FACTORY' as an example, the study analyzes the marketing strategies of target market definition, product differentiation, and situation segmentation in the initial phase of a start-up company. Based on the findings and conclusions, this study also provides an optimal marketing strategy framework for related companies and some recommendations for future studies.