Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96962
標題: 以競爭優勢分析品牌發展策略之研究-以八卦山咖啡為例
The Research of Brand Development Strategy Based on the Analysis of Competitive Advantages-A Case Study of Baguashan Coffee
作者: 張嘉怡
Chiayi-Yi Chang
關鍵字: 競爭優勢
品牌發展策略
台灣咖啡
八卦山咖啡
SWOT
competitive advantages
brand development strategy
coffee in Taiwan
Baguashan coffee
SWOT
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摘要: 八卦山農民種植果樹難以維生,導致土地荒廢,後來因咖啡栽種成效良好,果農紛紛轉種咖啡,使得咖啡產業逐漸發展成為彰化市八卦山地區的特色產業。 由於市場高度競爭與國外進口量逐年增多,台灣咖啡市場礙於無法規模生產與人工昂貴,售價往往高於外國2~3倍,這也是未來台灣咖啡可能會遇到的瓶頸之一。 本研究以八卦山咖啡為探討對象,透過消費者與產銷班深度訪談,了解八卦山咖啡的發展歷程。應用SWOT策略分析為工具,對八卦山咖啡進行內部環境與外部環境之優勢(Strength)、劣勢(Weakness)、機會(Opportunity)及威脅(Threat)所採取之攻勢策略、退守策略、穩定策略及防禦策略加以研究探討,求得競爭優勢。並結合麥錫卡(McCarthy)、布姆斯和比特納(Booms and Bitner)所提出之八大行銷組合為切入點,透過產品(product)、價格(price)、通路(place)、促銷(promotion)、人員(people)、過程(process)、實體環境(physical Evidence)、定位(positioning)來建立八卦山咖啡品牌策略。 綜合上列所述,整合分析出八卦山咖啡的競爭優勢和品牌策略,藉此讓八卦山咖啡成為有發展契機的產業,有助於八卦山咖啡更具市場競爭力。
Farmers in Baguashan area lived below the subsistence level if they only grew fruit trees; hence, the land was left uncultivated. Finding that growing coffee beans was worth it, farmers one after one started to grow coffee beans instead, which made the coffee industry gradually become the characteristic industry in Baguashan area, Changhua. Owing to the highly competitive market and the increasing amount of imported coffee year by year, as well as the fact that the market of Taiwan''s coffee lacks the necessary equipment and human resources for mass production, the price of coffee in Taiwan is often twice to three times higher than that in other countries. This is also one of the possible obstacles for the coffee industry in Taiwan. Through in-depth interviews with consumers and public and private sectors, we learned about the development history of Baguashan coffee, and in the meantime studied the competitive advantages and brand development strategies of the coffee industry in Baguashan area, and then gave the conclusions and suggestions. This research mainly analyzes the effect of brand development strategies and competitive advantages on the current development of the coffee industry in Baguashan area. We hope that through this analytical research, it is beneficial for the coffee industry in Baguashan area to be more competitive in the market.
URI: http://hdl.handle.net/11455/96962
文章公開時間: 10000-01-01
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