零售食品產業之品牌忠誠建設: 喬氏超市案例研究

Abstract

在互聯網普及的時代，社會興趣由新奇和趨勢所驅動，但這種熱情在零售食品雜貨購物中並不常見。然而，由喬·科倫鮑於1967年創立的美國零售食品雜貨連鎖店Trader Joe's 是個例外。Trader Joe's 通過提供獨特的自有品牌產品以具有競爭力的價格，吸引了忠實的顧客群體，使其商品成為個人表達的一種形式。Trader Joe's 創造了一個獨特的品牌形象，通過有效的營銷和產品差異化產生了“狂熱追隨者”。本研究旨在揭示Trader Joe's 如何建立這樣的忠誠度，探索其採購策略、產品開發和店內體驗等因素，並以現有顧客的量化數據為支撐。研究結構包括案例研究的初步問題、Trader Joe's 的背景、適用理論、研究設計和分析，最後提供與研究目標相聯繫的見解。

In the age of pervasive internet access, societal interests are driven by novelty and trends, yet this fervor is uncommon in retail grocery shopping. However, Trader Joe's, an American retail grocery chain founded by Joe Coulombe in 1967, is an exception. Trader Joe's has developed a devoted customer base by offering unique private label products at competitive prices, making its merchandise a form of personal expression. Trader Joe's has created a distinct brand identity, generating a "cult following" through effective marketing and product differentiation. This research aims to uncover how Trader Joe's built such loyalty, exploring factors such as sourcing strategy, product development, and in-store experience, supported by quantitative data from existing customers. The research is structured to examine the case study's initial questions, Trader Joe's background, applicable theories, research design, and analysis, concluding with insights connecting the results to the study's objectives.