冷凍麵團進軍南非市場之策略規劃研究－以TJAB為例

Abstract

社會經濟水準的發展使烘焙產業面臨新的商機和挑戰，DIY 烘焙是目前適應發展需求的優良商業模式，本研究探討了目前 DIY 烘焙產業的發展現狀，並就烘焙產業的網路行銷模式及未來發展趨勢做了分析，並以TJ Artisan Baker (TJAB)為例，以探討出烘焙產業網路行銷實際之執行方式,對不足之處加以改善。本研究以其為個案來加以分析，最後歸納出公共性的問題。擬運用網路行銷理論的運用與分析，研究個案公司執行網路行銷策略的狀況，探討網路行銷在烘焙產業的運用。 對烘焙產業和特定企業的深入研究，逐步確定本研究的研究方法與架構；運用網路行銷理論的分析與運用，對網路行銷發展的現狀、烘焙產業環境、個案公司的行銷現狀和網路行銷策略等方面展開實證，分析其網路行銷現狀等方面，從而找出其網路行銷優劣勢；針對個案公司的網路行銷，分析其局部和整體環境，進而將其網路行銷的目標市場確定下來；以個案公司的網路行銷策略為基礎，整合傳統行銷策略理論架構，為個案公司的網絡行銷策略提出修改建議。 本研究在研究個案公司網路行銷策略的基礎上，系統化而深入地分析企業運用網路行銷方式如何盈利的問題，以企業的實際情況為立足點，研究其網路行銷策略，而得出下列的結論：在對企業網路行銷策略制定時，應該注重以本公司網路行銷環境的實際情況為基礎，將網路行銷策略制定出來。網路行銷策略應注重協同傳統行銷策略，實現彼此的優勢互補，真正使網路與傳統兩種行銷方式達到具有默契的配合狀態，使企業競爭力的得到進一步的增強。烘焙業網路行銷成功不可或缺的因素就是執行資訊系統和行銷網路成熟化，其發揮了必要的保障功能。對個案公司的消費者會員實行調查，會員們對品牌忠誠度居中。網路會員在對冷凍麵包烘焙產品購買時，對其產生影響的因素有很多，但是85.8%的比例因素源於口感好和具有合理的價格等，個案公司對本身這些優勢應進一步地改善突顯出來。冷凍麵包烘焙食品業在網路行銷之執行過程之中，應注重把人性化與溫暖的感覺融入設計與建構網站之中，並使其真正地能夠呈現出來。產品品質的高標準和顧客服務的良好狀態是冷凍麵包烘焙食品產業網路行銷執行的最重要之關鍵，也是必備的不可或缺的因素。冷凍麵包烘焙食品業網路行銷之成功關鍵還取決於產品的創新，並整合南非之地域環境特色，使所執行的策略具備差異性。

The development of socioeconomic level has resulted in the new business challenges and opportunities of the baking industry. Do-It-Yourself (DIY) baking is the top-tier and highly-demanded business model of this industry. This thesis attempts to investigate the development status of the DIY baking industry, specifically focusing on the internet marketing and future trends. Using TJ Artisan Baker (TJAB) as an example, this thesis searches for the inadequacies of practicing internet marketing of the baking industry and attempts to rectify them. Our study’s methodology and structure came about after in-depth analysis of the baking industry. The benefits and downfalls of internet market analysis were done through the analysis and application of internet marketing theory, current internet status, and baking industry trend. Focusing on the case study we analyzed the market environment partially and holistically, which we utilized to mark down the internet market. Based on the case study, we combined traditional sales theory and proposed suggestions to improve the internet marketing strategies for the business. This thesis systematically analyzed the methodologies of which companies utilize to gain profit based on the actual conditions of the enterprise and acquire the following conclusion: market strategies for internet sales should be made based on the actual internet market conditions. Suitable emphasis should be placed both on the traditional marketing and internet marketing strategies such that both strategies complement one another to take the marketing strength of the company to a higher level. Maturation of the information system and internet marketing network is essential for the success of baking industry internet marketing. Analysis and survey of the case study’s customers revealed that brand loyalty was not the major deciding factor of purchase, but rather most customers made their decisions based on texture and acceptability of the price of the product (85.8%), which is reflected in the improvement of both qualities of the product of the case study. Designing the marketing strategy of frozen dough in the baking industry should focus on incorporating the human qualities and warmth when designing and structuring the webpage. Other essential qualities of market success of frozen dough sales on the internet include high quality of the product and good interaction with the customer. In addition, innovation in the marketing strategies of frozen dough is a key factor, incorporating local South African traits to make the executed strategies to create a difference.