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| Title: | 策略行銷4C分析品牌活化策略-以A食品公司在台為例
Strategic marketing 4C analysis of brand revitalization strategies- an example of food corporation A in Taiwan |
| Authors: | 陳盈臻
Chen, Yin Chen |
| Contributors: | 巫立宇
陳盈臻
Chen, Yin Chen |
| Keywords: | 策略行銷
品牌老化
品牌活化
食品產業
Strategic marketing
Brand aging
Brand revitalization
Food industry |
| Date: | 2017 |
| Issue Date: | 2017-07-11 12:23:17 (UTC+8) |
| Abstract: | 臺灣食品產業市場競爭激烈，許多歷史悠久的老字號品牌為維持自身的競爭優勢，必須不斷地因應外在環境改變與消費者喜好轉變，達成品牌活化之目標。本研究的食品產業指公司將食品產品製造完成並送往各通路販售，為零售業中的食品類別。而本研究以A食品公司為研究主體，A公司原先定位為藥廠，但隨著通路結構的改變促使其推出食品級產品販售於一般零售通路，故此研究主要探討的是A公司推出食品級產品後轉型成為食品公司後的具體作法。
本研究透過深度訪談法了解A食品公司在面對品牌老化的危機之下，落實哪些品牌活化的實際作法，撰寫成個案，並以策略行銷4C架構探討其成效；進一步針對四種成本提出建議，以供A食品公司制訂未來發展策略時參考。
結果發現，A食品公司在四個成本都有多項具體措施，然在專屬陷入成本這一塊目前較沒有強調，又食品產業中若能漸進地提升顧客的專屬陷入成本，有利於品牌商維繫舊顧客關係。因此，本研究在第五章個案研究分析部分針對四種成本各自提供品牌商未來發展建議，包含因應消費者生活型態調整產品與通路策略、聘請專人經營臉書粉專、將可信度納入為代言人選擇標準之一等；其中，本研究提供A食品公司兩個具體解決方案以增加顧客的專屬陷入成本，如屬於促銷相關專屬資產的「建立分級會員制」，以及加強心理層面認同的專屬資產「舉辦主題影片募集活動」，希望提升本學術研究對於實務上之貢獻。
Lots of new brands provide similar products to the food market, making the Taiwanese food market become more competitive. Some food companies, especially for those historic brands, need to react to those external environment changes and the changes of consumer`s taste to achieve the goal of brand revitalization. The food company in this paper refers to companies that produce food products and sell them in general retail stores. Food Company A is the main research target of this paper. Because of the shift in retail channels, Food Company A started to provide food products in new retail channels as opposed to traditional pharmacies. Therefore, this paper analyzed actions after Food Company A started to provide food products in the new channels.
This paper conducted in-depth interviews to discuss the practical actions taken by Food Company A and then analyzed them by using the "Strategic Marketing 4C Analysis". After a complete analysis, this paper provided several recommendations to help Food Company A develop a further plan.
In chapter five, this paper provided different recommendations to different costs, including constantly changing products and channels strategies bases on changes of consumer’s taste, recruiting an expert operating the Facebook page, and considering the credibility of the brand representatives. Moreover, it found that Food Company A did not put enough emphasis on the cost of addiction; therefore, this paper provided two practical plans to enhance the cost of addiction in chapter five to contribute to Food Company A; for example, the different levels of membership and the competition of theme video.
摘要 i
第一章 緒論 4
第一節 研究背景與動機 4
第二節 研究目的 7
第三節 研究流程 8
第二章 文獻探討 9
第一節 品牌的意義 9
第二節 品牌老化 10
第三節 品牌活化 11
第四節 交易成本理論 13
第五節 代理成本理論 15
第六節 策略行銷4C理論 16
第三章 研究方法 25
第一節 研究對象 25
第二節 深度訪談法 26
第三節 訪談大綱 26
第四章 A食品公司個案介紹 29
第一節 產業環境與消費者行為介紹 29
第二節 A公司個案說明 34
第五章 個案研究分析 39
第一節 食品產業消費者的4C分析 39
第二節 A公司策略行銷4C分析 40
第三節 小結 53
第六章 結論與建議 55
第一節 研究結論 55
第二節 研究限制 60
參考文獻 61 |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104363025 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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