烘焙行銷策略對業績成長之研究-以好柿烘焙集團為例

Abstract

本研究以臺灣烘焙產業為背景，探討消費行為、行銷策略與創業成功因素在新型態烘焙品牌中的運作模式，並進一步分析中央工廠智慧化升級對營運效率與市場競爭力的影響。 在消費層面，研究結合「蛋糕心理」理論，指出甜點消費具有情緒補償、儀式性與社群象徵等特質，影響消費者的產品偏好與品牌選擇。 在行銷策略方面，本研究採用 4P、STP 與體驗行銷模型，分析烘焙品牌如何藉由產品策略、價格定位、多元通路與感官體驗，創造品牌差異化與消費者黏著度。 此外，本研究回顧創業成功因素的相關文獻，整理出創業者特質、商業模式、資源取得、市場行銷能力與產業環境等五大關鍵構面，並以此作為分析烘焙企業成長與轉型的理論基礎。 研究也特別關注近年烘焙市場對規模化生產、中央廚房、冷凍技術與智慧製造的需求增加，指出智慧工廠有助於提升產品一致性、降低人力成本、強化食安控管與改善通路供應效率，進而為品牌的擴張與加盟體系建立穩定後盾。 綜上所述，本研究旨在建構烘焙品牌從創業、成長到智慧化轉型的整體分析框架，並提出產業實務可行的策略建議。研究結果期望能協助烘焙業者理解消費者心理、制定更有效的行銷策略、提升營運效益，並作為未來烘焙業智慧工廠與品牌經營研究的重要參考。

This study is situated within the context of the Taiwanese bakery industry and investigates how consumer behavior, marketing strategies, and entrepreneurial success factors operate within emerging bakery brands. It further examines the impact of smart central factory upgrades on operational efficiency and market competitiveness. At the consumer level, this research incorporates the concept of cake psychology, proposing that dessert consumption embodies elements of emotional compensation, ritual significance, and social symbolism. These psychological dimensions exert a substantial influence on consumers’ product preferences and brand selection processes. From a marketing perspective, this study applies the 4P framework, the STP model, and experiential marketing theory to analyze how bakery brands achieve differentiation and customer loyalty through product strategies, pricing positioning, diversified distribution channels, and multi-sensory consumer experiences. The findings indicate that, beyond functional quality, emotional engagement and experiential value play a critical role in shaping consumer–brand relationships within the bakery sector. In addition, this research reviews relevant literature on entrepreneurial success factors and identifies five key dimensions: entrepreneurial characteristics, business models, resource acquisition, marketing capabilities, and the industry environment. These dimensions serve as the theoretical foundation for analyzing the growth trajectories and transformation strategies of bakery enterprises. The study also places particular emphasis on recent industry trends toward scalable production, centralized kitchens, frozen technologies, and smart manufacturing. It argues that the implementation of smart factory systems can enhance product consistency, reduce labor costs, strengthen food safety control, and improve supply chain efficiency, thereby providing a stable foundation for brand expansion and franchise development. In summary, this study aims to construct a comprehensive analytical framework that captures the entire lifecycle of bakery brands—from entrepreneurship and growth to smart transformation—and to propose practical strategic recommendations for the industry. The findings are expected to assist bakery operators in better understanding consumer psychology, formulating more effective marketing strategies, enhancing operational performance, and serving as an important reference for future research on smart factories and brand management in the bakery industry.