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| Title: | 打造越南火龍果全球品牌行銷策略之研究
A study on building global brand marketing strategies for Vietnam`s dragon fruit |
| Authors: | 鄭佩英
Trinh, Boi-Anh |
| Contributors: | 洪順慶
鄭佩英
Trinh, Boi-Anh |
| Keywords: | 品牌權益
品牌行銷
品牌共鳴
Zespri奇異果
Sunkist柑橘
越南火龍果
Brand Equity
Brand Marketing
Brand Resonance
ZESPRI
SUNKIST
Vietnamese Dragon Fruit |
| Date: | 2022 |
| Issue Date: | 2023-07-06 16:52:45 (UTC+8) |
| Abstract: | 越南火龍果在近年來的生產量和外銷量方面有顯著的成長。越南也是亞洲最大的火龍果種植國家，也是全球主要的火龍果出口國家之一。越南火龍果的主要市場是亞洲地區，尤其是中國、泰國、印尼、香港、馬來西亞和新加坡等國家。此外，越南也開始向歐洲（如荷蘭、西班牙、德國、英國）和美洲（如加拿大、美國、智利）等地區出口火龍果。
儘管越南火龍果的出口額每年都有亮眼的表現，但缺乏了統一的行銷計劃和品牌建設，導致越南火龍果無法在市場上充分展示其整體價值，並與其他國家的火龍果形成差異化。另外，新冠肺炎疫情的爆發也對越南火龍果的產量及出口額構成威脅，特別是來自中國市場的競爭。
建立品牌對於產品行銷至關重要，它可以幫助產品在市場上樹立形象，提供穩定的品質保證，並贏得消費者的信賴和喜好。品牌建設還需要根據各個國家和地區的市場需求，制定相應的行銷策略和活動。因此，本論文提出通過探討紐西蘭Zespri奇異果以及美國Sunkist柑橘的品牌行銷策略，來建立出越南統一的火龍果品牌，使其能夠與競爭對手區分開來，提供穩定的高品質產品，並在市場上取得競爭優勢。此外，通過針對不同國家市場的定位和行銷活動，越南火龍果可以提高消費者對其產品的喜愛度和信賴度。
In recent years, Vietnamese dragon fruit has experienced significant growth in terms of production and export volume. Vietnam is the largest dragon fruit cultivating country in Asia and one of the major dragon fruit exporters worldwide. The primary markets for Vietnamese dragon fruits include countries in the Asian region, such as China, Thailand, Indonesia, Hong Kong, Malaysia, and Singapore. Additionally, Vietnam has expanded its dragon fruit exports to Europe (including the Netherlands, Spain, Germany, and the United Kingdom) and the Americas (including Canada, the United States, and Chile), among other regions.
Despite impressive sales figures, Vietnamese dragon fruit still lacks a unified marketing plan and brand development, which limits its ability to fully showcase its value in the market and differentiate itself from dragon fruits produced in other countries. Furthermore, the outbreak of the COVID-19 pandemic poses a threat to the production and export volume of Vietnamese dragon fruit, particularly due to competition from China.
Brand development is crucial for product marketing as it helps establish brand image, provide stable quality assurance, and win consumer trust and preference. Successful brand building requires the formulation of effective marketing strategies and activities based on the market demands of different countries and regions. Therefore, the thesis primarily proposes the establishment of a global brand for Vietnamese dragon fruit by thoroughly examining the brand strategies of Zespri from New Zealand and Sunkist from the United States. This approach aims to differentiate Vietnamese dragon fruits from its competitors, provide consistently high-quality products, and gain a competitive advantage in the market. Furthermore, by targeting and conducting marketing activities targeted at different national markets, Vietnamese dragon fruit can enhance consumer preference and trust in its products. |
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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)
108363111 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363111 |
| Data Type: | thesis |
| Appears in Collections: | [MBA Program] Theses
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