請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
| dc.contributor.author | Natalie Huang | en |
| dc.contributor.author | 黃瓊慧 | zh_TW |
| dc.date.accessioned | 2021-06-17T02:02:14Z | - |
| dc.date.available | 2025-07-17 | |
| dc.date.copyright | 2017-07-31 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-07-18 | |
| dc.identifier.citation | References/ Citations
Fayrene, C. Y. L., & Lee, G. C. (2011). CUSTOMER-BASED BRAND EQUITY: A LITERATURE REVIEW. Researchers World, 2(1), 33-42. Retrieved from https://search.proquest.com/docview/1006465381?accountid=14229 Alden, D., Jan-Benedict E. M. Steenkamp, & Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87. doi:10.2307/1252002 Brand Equity. (n.d.). In Investopedia. Retrieved Feb. & march, 2017, from http://www.investopedia.com/terms/b/brandequity.asp Brand Equity. (n.d.). In Business Dictionary. Retrieved Feb. & march, 2017, from http://www.businessdictionary.com/definition/brand-equity.html Dictionary. (n.d.). In American Marketing Association. Retrieved Feb. & march, 2017, from https://www.ama.org/resources/pages/dictionary.aspx?dLetter=B Wisel, Carlye. (n.d.). In Tokyo, A World Just Like Our Own. NYC's cultural influence on the Japanese capital, mapped. Retrieved Feb. & march, 2017, from https://ny.racked.com/2015/11/25/9783560/tokyo-nyc-brooklyn-brands-food Mintz, C. (2016, December 6). Pinched. The Globe and Mail. Retrieved March & April, 2017, from https://www.theglobeandmail.com/life/food-and-wine/food-trends/why-canadian-lobster-has-become-unaffordable-for-mostcanadians/article33214232/ Lobster salary in Nova Scotia. (n.d.). Retrieved March & April, 2017, from https://neuvoo.ca/salary/lobster/nova-scotia/ Hall, J. (n.d.). From caught to bought, all about lobster economics. Retrieved March & April, 2017, from http://www.pressherald.com/2012/08/11/market-forces-make-everyone-feel-the-pinch_2012-08-12/ Ward, R. (2016, March 13). Lobster in southwest N.S. waters shed shells late, making them more susceptible to damage, DFO says. INFOGRAPHIC. Retrieved March & april, 2017, from http://www.cbc.ca/news/canada/nova-scotia/lobster-handling-course-shells-moutling-1.3488282 Brand Awareness. (n.d.). In Marketing Dictionary. Retrieved Feb. & march, 2017, from http://www.marketing-dictionary.org/Brand Awareness Brand Positioning. (n.d.). In Marketing Dictionary. Retrieved Feb. & march, 2017, from http://www.marketing-dictionary.org/Brand Positioning Brand Image. (n.d.). In Marketing Dictionary. Retrieved Feb. & march, 2017, from http://www.marketing-dictionary.org/Brand Image Brand Value. (n.d.). In Marketing Dictionary. Retrieved Feb. & march, 2017, from http://www.marketing-dictionary.org/BrandValue Brand Awareness. (n.d.). In Investopedia. Retrieved Feb. & march, 2017, from http://www.investopedia.com/terms/b/brandawareness.asp Value Proposition (n.d.). In Investopedia. Retrieved Feb. & march, 2017, from http://www.investopedia.com/terms/v/valueproposition.asp M. (n.d.). A Simple Definition of Brand Positioning. Retrieved Feb. & march, 2017, from http://www.thebrandingjournal.com/2016/11/brand-positioning-definition/ Brand Proposition. (n.d.). Brand Proposition and Brand Statement. Retrieved Feb. & march, 2017, from https://www.amplimark.com/brand-proposition/ How does brand image and marketing affect market share? (n.d.). In Investopedia. Retrieved April & may, 2017, from http://www.investopedia.com/ask/answers/032615/how-does-brand-image-and-marketing-affect-market-share.asp Deluxe. (n.d.). In Oxford Dictionaries. Retrieved Feb. & march, 2017, from https://en.oxforddictionaries.com/definition/deluxe Google Trends - Captain Lobster, The Lobster Bar, 龍波斯特, Le Kief [Advertisement]. (n.d.). Retrieved March & april, 2017, from https://trends.google.com/trends/explore?date=2016-10-01%202017-04-30&geo=TW&q=captain%20lobster,The%20Lobster%20Bar,%E9%BE%8D%E6%B3%A2%E6%96%AF%E7%89%B9,Le%20Kief 一零四年臺灣地區個人所得分配概況 [Advertisement]. (n.d.). Retrieved Feb. & march, 2017, from http://www.lia-roc.org.tw/index03/discom.htm. Information from Directorate-General of Budget, Accounting and Statistics, Executive Yuan 百貨專櫃廠商在百貨公司設櫃優缺點分析 [Web log post]. (n.d.). Retrieved March & april, 2017, from http://www.ezpr.com.tw/%E7%99%BE%E8%B2%A8%E5%B0%88%E6%AB%83%E5%BB%A0%E5%95%86%E5%9C%A8%E7%99%BE%E8%B2%A8%E5%85%AC%E5%8F%B8%E8%A8%AD%E6%AB%83%E5%84%AA%E7%BC%BA%E9%BB%9E%E5%88%86%E6%9E%90/ 進駐百貨公司車站地下街國道休息站大賣場美食街搶商機經驗談 [Web log post]. (2016, March 11). Retrieved March & april, 2017, from http://blog.sina.com.tw/ican168/article.php?entryid=680566 如何進駐百貨公司內設攤櫃經驗談 [Web log post]. (2013, December 18). Retrieved March & april, 2017, from http://ican168blog.pixnet.net/blog/post/13538747-%E5%A6%82%E4%BD%95%E9%80%B2%E9%A7%90%E7%99%BE%E8%B2%A8%E5%85%AC%E5%8F%B8%E5%85%A7%E8%A8%AD%E6%94%A4%E6%AB%83- Household income and expenditure survey [Advertisement]. (n.d.). Retrieved March & april, 2017, from http://www.stat.gov.tw/ct.asp?xItem=27900&ctNode=511&mp=4 REPORT ON THE SURVEY OF FAMILY INCOME AND EXPENDITURE, 2015 [Advertisement]. (n.d.). Retrieved Feb. & march, 2017, from http://win.dgbas.gov.tw/fies/doc/result/104.pdf | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/67985 | - |
| dc.description.abstract | Captain Lobster is a newly established trendy food restaurant in Taiwan, their main product is lobster roll made by Canadian lobsters. Trendy food is on the rise; fusion foods has become increasingly popular due to a shift in consumer behavior and as well as the social media trends. The focus of this business plan is to discuss how the newly established restaurant is doing and how it should expand in the future. Furthermore, how Captain Lobster can utilize their experiences through their pop-up stores to prepare their future expansions, both locally and potentially globally.
Furthermore, the business plan will also discuss how the Captain Lobster brands itself different from other lobster roll competitors. Captain Lobster’s self-brand strategy, their brand elements, values, awareness, perspectives will all be used to evaluate their overall brand. The business plan will also incorporate a market analysis containing PESTEL analysis, Proter’s 5 forces, and also SWOT analysis. Lastly, through these analyses, the business plan will propose possible future expansion plans through two different sectors, locations and products. And with different sectors suggest different feasible options and plans to Captain Lobster. And, include plans to enhance their core vale and better delivering the message to their customers. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T02:02:14Z (GMT). No. of bitstreams: 1 ntu-106-R04749020-1.pdf: 2959338 bytes, checksum: c61bc9b98d20ffdf3f93ab87c26c70b0 (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | TABLE OF CONTENTS
EXECUTIVE SUMMARY 1 1. INTRODUCTION 2 2. BACKGROUND INFORMATION 2 2.1 Industry 2 2.2 Lobster Roll 3 3. COMPANY INTRODUCTION 5 3.1 Captain Lobster 5 3.2 Brand Strategy 7 3.2.1Brand Elements 9 3.2.2 Brand Values 14 3.2.3 Brand Awareness 15 3.2.4 Brand Perspective 18 3.3 Brand Evaluation 19 4. MARKET ANALYSIS 25 4.1 Competitors 25 4.1.1 PESTEL Analysis 27 4.1.2 Porter’s 5 Forces 32 4.1.3 SWOT Analysis 36 5. BUSINESS PLANS 40 5.1 Operations 40 5.2 Organizations 41 5.3 Marketing 41 5.4 Financial Plan 42 6. FUTURE EXPANSION 44 6.1 Locations 45 6.2 Products 56 7. CONCLUSION 58 REFERENCES/CITATIONS 60 | |
| dc.language.iso | en | |
| dc.subject | 餐飲 | zh_TW |
| dc.subject | 定位 | zh_TW |
| dc.subject | 品牌 | zh_TW |
| dc.subject | brand analysis | en |
| dc.subject | brand elements | en |
| dc.subject | business expansion | en |
| dc.title | “Captain Lobster”的品牌分析與業務拓展 | zh_TW |
| dc.title | Brand Analysis & Business Expansion on “Captain Lobster” | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 簡怡雯(Yi-Wen Chien),練乃華(Nai-Hwa Lien) | |
| dc.subject.keyword | 品牌,定位,餐飲, | zh_TW |
| dc.subject.keyword | brand analysis,brand elements,business expansion, | en |
| dc.relation.page | 62 | |
| dc.identifier.doi | 10.6342/NTU201701647 | |
| 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 | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-106-1.pdf 未授權公開取用 | 2.89 MB | Adobe PDF |
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