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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105131

    Title: 台灣糕餅業品牌國際精品化之研究 : 以微熱山丘為例
    Other Titles: The reseach of the internationalization of boutique brands in Taiwan’s pastry industry : a case of Sunnyhills company
    Authors: 吳翊菱;Wu, Yi-Ling
    Contributors: 淡江大學國際企業學系碩士班
    林江峰;Lin, Chiang-Feng
    Keywords: 品牌;行銷組合策略;微熱山丘;國際化經營;精品品牌;Brand;Marketing strategy;Sunnyhills;International Business;Boutique brands
    Date: 2015
    Issue Date: 2016-01-22 14:48:33 (UTC+8)
    Abstract: 本研究主要的三個目的,「台灣鳳梨酥的文化與歷史」、「在地文化品牌國際化」與「品牌行銷傳播經營策略」。了解台灣糕餅產業品牌化與行銷策略的變遷與影響,以鳳梨酥聞名的微熱山丘進行個案分析,探討台灣鳳梨酥市場近年來轉變的危機與轉機,並藉由這三個層面為基礎,進一步分析微熱山丘此品牌國際化所需的關鍵因素-「品牌市場分析」、「品牌定位」與「行銷組合策略」來進行說明。
    The study focuses on three phases, “the culture and history of Taiwanese pineapple cake, “the internationalization of local brands,” and “the marketing communications strategy of brands.” To understand the crises and the change in the Taiwanese pineapple cake market, we applied these phases to analyze the
    Sunnyhills company.
    In recent years, more and more traditional industries in Taiwan are becoming boutique, especially the pastry industry. Influenced by the souvenir culture, the process of refined pastry industry accelerates at a faster pace than ever before.
    Sunnyhills is one of the representative emerging agricultural company. It sells pineapple cakes under the brand “Sunnyhills” and peripheral products of pineapple. Besides, the firm also has contracts with the farmers to help them strengthen the rural economy. In less than three years, it successfully markets the Taiwanese pineapple cake around the world. Pineapple cake is the best gift for friends and family during festivals. Pineapple is pronounced as “ong-lai” in Taiwanese, which also means “thriving,” an auspicious symbolism. In the case study, we found that the management and marketing approach of Sunnyhills focus on the mental and psychological aspects of consumers. Moreover, with the emerging online shopping, the brand marketing is becoming ever more easier. In other words, it is now easier and more convenient for people to know Taiwanese pineapple cakes. This research utilizes three methods: case studies, depth interviews and document analyses. In addition, we use Customer-Based Brand Equity model, Brand elements evaluation form, 4P and SWOT to analyze Sunnyhills to discover how it establishes a unique brand by using local features, how its marketing strategy combines with social trends, and their key successes and future challenges are. Finally, this study makes recommendations on pastry industry in Taiwan.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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