台灣鳳梨酥產業經營策略之研究 : 以微熱山丘為例

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Title:	台灣鳳梨酥產業經營策略之研究 : 以微熱山丘為例
Other Titles:	The studies of marketing strategy in Taiwan’s pineapple cake industry : a case of sunnyhills company
Authors:	白正平;Pai, Cheng-Ping
Contributors:	淡江大學國際行銷碩士在職專班林江峰
Keywords:	微熱山丘;鳳梨酥;行銷;4P;SWOT;Sunnyhills;Pineapple Cake;SWOT
Date:	2015
Issue Date:	2016-01-22 14:49:27 (UTC+8)
Abstract:	糕餅類的食品在中國人的飲食習慣和習俗上都扮演著不可或缺的角色。近年來由於觀光產業的蓬勃發展，糕餅類伴手禮的銷售量也跟著水漲船高，在百家爭鳴的市場中必定要和傳統餅店做出區隔才能闖出一席之地。寶田企業成立於2008年，以微熱山丘的品牌銷售鳳梨酥，雖然品項單一，但憑藉著不同於以往的口味和行銷模式在短短的三年內就打響知名度，成為台灣最知名的鳳梨酥品牌之一。同時微熱山丘以契作鳳梨田的模式幫助的在地的農民，讓當地鳳梨的售價起死回生。近來微熱山丘更將觸角伸向海外，將產品行銷到國際市場，和國內其他的同業業者的經營模式完全不同。本論文將以微熱山丘作為探討的個案，並以4P、 SWOT分析法及訪談之方式研究其成功的關鍵及未來的挑戰，希望能提供其他糕餅業者一些思考的線索。 The bread and cake products in Chinese food culture have taken an influential role. Nowadays because of the increasing growth of the tourist industry, the market for bakery gift bags also increased tremendously. In this competitive market in order to outshine the rest of the competitors, it has to show the consumers what makes the product special. Bao Ten inc. has been in the industry since 2008, with its one and only brand “Sunny Hill” and only product, pineapple cake. Their focus on perfecting the flavor and increasing the variety of flavors has helped them outsell all other competitors and become one of most famous brands in Taiwan. While Bao Ten has had great success in their business, they also helped local farmers by plowing new pineapple farms to increase jobs for the locals. And, because of their work, the price of pineapples was able to recline and revive the dying farming business. Recently “Sunny Hill” has furthermore expanded their market overseas, and has become an international brand. Compared with the rest of its competitors, its unique marketing style has put it on top. This thesis will be using Sunny Hill as the study case, and with 4P 、SWOT analytical methods and interview to study the reason for its success and future development, and furthermore to hopefully provide other Bakery companies some inspiration to help their business.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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