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    政大機構典藏 > 商學院 > 企業管理學系 > 個案 >  Item 140.119/142387
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/142387


    Title: 泰山聯名手搖飲品牌:「茶攤一條街」
    Authors: 白佩玉;費喬登
    Contributors: 企管系
    Date: 2021-11
    Issue Date: 2022-10-07 14:42:29 (UTC+8)
    Abstract: 本個案描述泰山企業在2018年攜手COMEBUY、日出茶太、水巷茶弄等手搖飲品牌,首創推出「茶攤一條街」聯名飲品,於各大便利超商上架,均一價35元。對手搖飲品牌合作對象而言,希望藉此合作來拓展通路曝光率及品牌知名度,因為不僅多了超過一萬個銷售據點,並且把手搖飲品的銷售時間,從原本每天12到14小時,延長到天天24小時銷售。對泰山企業而言,希望透過此合作來吸引喜好手搖飲品牌之消費者,因此泰山企業選擇與可能的競爭者合作推出聯名飲品,結合泰山的通路優勢、手搖飲品牌的經典口味飲品,共同吸引市場上喜好嚐鮮的消費者,達到提高銷售業績、品牌形象年輕化等目標。
    Relation: 政大商管個案中心, 編號: 10-AC-03
    Data Type: 個案
    Appears in Collections:[企業管理學系] 個案

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