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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/101702

    Title: 日本老舗のマーケティング戦略 : 宇治茶から京都ブランドの魅力を発見
    Other Titles: The marketing strategies of hundred-year-old companies in Japan : discovery the Kyoto-brand charms from Uji Tea
    Authors: 廖翊萍;Liao, Yi-Ping
    Contributors: 淡江大學亞洲研究所碩士班
    蔡錫勲;Tsai, Hsi-Hsun
    Keywords: 老舖;京都宇治茶;丸久小山園;中村藤吉;Old Companies;Kyoto;Uji Tea;Marukyu Koyamaen;Nakamura Hujiyoshi;京都;宇治茶
    Date: 2014
    Issue Date: 2015-05-04 09:15:44 (UTC+8)
    Abstract: 根據調查顯示日本為全世界老舖數量最多的國家,特別是擁有千年歷史的京都,提到京都便讓人不禁聯想到當地名產─抹茶。因此本搞分為兩部分,前半部為日本老舖的相關文獻探討,後半部針對京都抹茶老舖作案例分析,藉此傳達京都品牌的魅力所在。
    According to the survey, Japan has the largest old companies in the world, especially in Kyoto. When it comes to Kyoto, we will think of the famous Uji tea. Therefore, this thesis might be deconstructed into two part. The first part is research about Japan old companies, the other apart is case studies of Uji tea old companies in Kyoto.
    In the prior study, we can have preliminary concept about old companies from studying the history and type. Then, base on the questionnaire for the one-hundred-year old companies research made by Teikoku Databank in 2008 which is including mottos, ideas, advantages and disadvantages to arrange old companies management features.
    Next, we can understand the process of Kyoto images by analyzing Kyoto-band charms.I also focus on studying the history of Uji tea and to find the problem that the tea industry have to face.
    Finally, this thesis includes two case studies. One is Marukyu Koyamaen, which has been doing business over 300 years. The other one is Nakamura Hujiyoshi, also has 150 years history. Both of them are the famous Uji tea store that appeal many traveler to visit. Their unique marketing strategies are points to be success.
    Japan old companies overcome business crises experience can help young companies to continue their businesses. On the other hand, old companies have to face some problem such as globalization and koureishoushika phenomena. Sustainable development is an important issue for old companies.
    I will be honored if this thesis can offer some successful management and marketing points to young companies.
    Appears in Collections:[亞洲研究所] 學位論文

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