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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳瑀屏(Yu-Ping Chen) | |
| dc.contributor.author | Huai-Yang Kuan | en |
| dc.contributor.author | 管懷揚 | zh_TW |
| dc.date.accessioned | 2021-06-17T02:02:06Z | - |
| dc.date.available | 2022-07-21 | |
| dc.date.copyright | 2017-07-21 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-07-18 | |
| dc.identifier.citation | 一、英文部分
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Case study research in education: A qualitative approach. Jossey-Bass. 22. Merriam, S. B. (1998). Qualitative Research and Case Study Applications in Education. Revised and Expanded from' Case Study Research in Education.'. Jossey-Bass Publishers, 350 Sansome St, San Francisco, CA 94104. 23. Moore, C. M., & Birtwistle, G. (2004). The Burberry business model: creating an international luxury fashion brand. International Journal of Retail & Distribution Management, 32(8), 412-422. 24. Moore, C. M., Doherty, A. M., & Doyle, S. A. (2010). Flagship stores as a market entry method: the perspective of luxury fashion retailing. European Journal of Marketing, 44(1/2), 139-161. 25. Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-68. 26. Phau, I., & Prendergast, G. (2000). Consuming luxury brands: the relevance of the ‘rarity principle’. The Journal of Brand Management, 8(2), 122-138. 27. Pine, B. J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Harvard Business Press. 28. Quelch, J. A. (1987). Marketing the premium product. Business Horizons, 30(3), 38-45. 29. Sarbin, T. R. (1986). Narrative psychology: The storied nature of human conduct. Praeger Publishers/Greenwood Publishing Group. 30. Schramm, W., & Roberts, D. F. (1971). The process and effects of mass communication. 31. Stake, R. E. (1981). Case study methodology: An epistemological advocacy. Case study methodology in educational evaluation. Minneapolis: Minnesota Research and Evaluation Center, 272. 32. Strauss, A. L., & Corbin, J. (1990). Basics of qualitative research (Vol. 15). 33. Tracy, S. J. (2010). Qualitative quality: Eight “big-tent” criteria for excellent qualitative research. Qualitative inquiry, 16(10), 837-851. 34. Veblen, T. (2009). The theory of the leisure class. Oxford University Press. 35. Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999, 1. 36. Wengraf, T. (2001). Qualitative research interviewing: Biographic narrative and semi-structured methods. Sage. 37. Wilson, S. (1979). Explorations of the usefulness of case study evaluations. Evaluation Quarterly, 3(3), 446-459. 38. Wittig, M. C., Sommerrock, F., Beil, P., & Slbers, M. (2015). Rethinking Luxury. LID Editorial. 39. Yin, R. (1994). Case study research: Design and methods . Beverly Hills. 二、中文部分 1. 謝安田(1979)，《企業研究方法》，水牛出版社 2. 畢恆達(1996)，《詮釋學與質性研究》，台北：巨流 3. 胡幼慧(1996)，《質性研究：理論、方法及本土女性研究實例》，台北：巨流 4. 邱憶惠(1999)，個案研究法：質化取向，教育研究7期 5. 袁 方(2002)，《社會研究方法》，台北：五南 三、網站部分 1. Nespresso 官方網站：https://www.nespresso.com/tw/zh/home 2. Wall Street Journal：https://www.wsj.com/asia 3. 中央社：http://www.cna.com.tw/ 4. 聯合新聞網：https://udn.com/news/index | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/67983 | - |
| dc.description.abstract | 本研究以Nespresso個案品牌為研究主軸，透過質化分析深入探討精品品牌行銷關鍵因素：精品品牌定位、永續發展及環保議題、精品通路策略以及顧客忠誠度維繫等四大議題並進而提出未來建議。
雀巢集團於1986年透過創新商業模式，以時尚精品定位之姿成立世界上第一個頂級膠囊咖啡品牌－Nespresso。過去精品行銷極少出現在食品產業上，但Nespresso卻成功做到將喝咖啡成為一種體驗，該品牌透過不同於以往的精品行銷模式，為食品產業龍頭再添一席之地。然而此一跨國品牌直到2012年才正式進軍台灣，面對尚未發展純熟但卻擁有成長潛力之市場，行銷策略之重要性不容小覷。 透過個案研究法及深度訪談法，本研究共訪問四位Nespresso品牌內部主管，依其市場經驗了解Nespresso於台灣精品行銷溝通的策略與應用，並於通路端訪問172位消費者，以確認消費者的期望與實際感受。最後根據雙邊訪談結果對比分析後，給予Nespresso以下建議：增加體驗行銷、加強好友推薦、環保議題的深度溝通，以及維持稀有性通路策略。 | zh_TW |
| dc.description.abstract | Employing the qualitative analysis, this paper aims to investigate the key factors of luxury brand marketing based on the case of Nespresso; for instance, luxury brand positioning, sustainability, distribution channel strategy and customer loyalty.
Founded in 1986, Nestlé group introduced the premium brand, Nespresso, the world’s first coffee capsule brand, embracing the innovative business models. In the past, seldom can we see the implementation of luxury marketing on the food Industry. However, Nespresso successfully created the outstanding experience through drinking coffee. Different from all the marketing strategies executed before, this brand truly made a positive mark in the food industry. Not until 2012 did this international brand finally entered the Taiwan market which was an immature but fast-growing place. Therefore, the marketing strategy is definitely important in this country. This paper utilized the qualitative techniques in the form of case study method and depth interviews. Eventually, this research interviewed with 4 Nespresso managers, realizing the luxury marketing strategies and execution used in Taiwan, and had further interviews with 172 consumers to understand their perceptions and future expectations. Through cross analysis on both divergent angles, this paper proposed the following suggestions: 1) Enhance experiential brand experience 2) Ignite the power of word of mouth 3) Deeply communicate eco-friendly actions 4) Maintain the distribution channel strategy | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T02:02:06Z (GMT). No. of bitstreams: 1 ntu-106-R04724004-1.pdf: 2088448 bytes, checksum: 9ea6da2f42443a14c86c0c71277d2850 (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景與研究動機 1 第二節 研究目的與研究問題 3 第三節 研究流程 4 第二章 文獻探討 6 第一節 精品品牌 6 第二節 精品品牌行銷 9 第三節 精品品牌趨勢 13 第三章 研究方法 15 第一節 訪談內容與對象 15 第二節 資料蒐集與分析方法 18 第四章 個案介紹 23 第一節 發展歷程 23 第二節 產品介紹 28 第三節 組織架構 29 第四節 行銷策略 30 第五章 研究發現 33 第一節 公司內部人員訪談發現 33 第二節 消費者實際訪談發現 49 第六章 結論與建議 54 第一節 研究結論 54 第二節 未來策略建議 57 第三節 研究限制與未來研究建議 60 參考文獻 61 附錄一 內部主管訪談大綱 65 附錄二 消費者訪談大綱 67 附錄三 訪談逐字稿 69 | |
| dc.language.iso | zh-TW | |
| dc.subject | 雀巢集團 | zh_TW |
| dc.subject | 精品品牌行銷 | zh_TW |
| dc.subject | 個案研究法 | zh_TW |
| dc.subject | 咖啡膠囊 | zh_TW |
| dc.subject | luxury brand marketing | en |
| dc.subject | case study method | en |
| dc.subject | Nestle group | en |
| dc.subject | coffee capsules | en |
| dc.title | 精品品牌之行銷策略研究－以Nespresso為例 | zh_TW |
| dc.title | The Study on Marketing Strategies of Luxury Brands: The Case of Nespresso | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 劉怡靖(Yi-Ching Liu),陳聿宏(Yu-Hung Chen) | |
| dc.subject.keyword | 精品品牌行銷,個案研究法,雀巢集團,咖啡膠囊, | zh_TW |
| dc.subject.keyword | luxury brand marketing,case study method,Nestle group,coffee capsules, | en |
| dc.relation.page | 97 | |
| dc.identifier.doi | 10.6342/NTU201701671 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2017-07-18 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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