有機產品行銷策略與品牌定位之研究

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Title:	有機產品行銷策略與品牌定位之研究
Other Titles:	A Study of Marketing Strategies and Brand Positioning of Organic Products
Authors:	吳美蓉 Wu, Mei-Jung
Contributors:	企業管理學系非營利事業管理碩士班涂瑞德 Ruey-Der Twu
Keywords:	品牌定位;行銷策略;有機產品 Brand Positioning;Marketing Strategy;Organic Products
Date:	2014
Issue Date:	2015-08-25 16:28:20 (UTC+8)
Abstract:	本研究旨在探討有機產品行銷策略與品牌定位，企業如何將有機產品透過行銷來逹成目標，運用了什麼策略，藉以吸引消費者，如何制定一個獨特的品牌定位，獲得消費者對品牌的信任與忠誠，創造自身價值，達成企業的使命，以及未來可能面臨的考驗與挑戰。研究對象以三個企業的有機專賣門市為個案，本研究使用兩種資料證據的來源，包括半結構式訪談、企業本身提供的檔案文件、公開文件以及本研究門市的實際親訪觀察等。　　主要的研究發現包括：(1)企業行銷有逐漸由宣傳性的商業活動，朝以故事感動人，以人性化為導向；(2) 企業品牌經營，本有機產品的環境永續與關懷、健康的追求，為打造一個品牌新價值時代而努力；(3) 有機產品受限於台灣先天環境及後天制度的未完善，近年食安問題不斷上演，如何重拾大眾信心，未來都是個考驗與挑戰。　　This research is designed to investigate how the organic product enterprises using marketing strategy and brand positioning to achieve the goal of the enterprises. To attract the consumers by defining a unique brand positioning to gain the trusty and loyalty and create the brand value to reach the vision of the enterprises as well as to meet the future challenge.The study cases of this research targets on the retail stores of three organic products companies. By using two data sources of evidence, including semi-structured interviews, archival documents provided by the enterprise itself, public documents and the field interview to the retail stores.　　The main findings include: (1) business promotional marketing has gradually from commercial propaganda activities moving towards stories-telling to touch the heart of people, said as humanity oriented; (2) corporate brand management, based on the nature of the organic products, which are environmental sustainability and caring, health pursuit, thus to create a brand new era of value; (3) organic product is limited to Taiwan’s congenital and institutional environment has not improved in recent years, the food safety issues continue to unfold. How to regain public confidence in the future is a test and challenges.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(M. A. Program in Nonprofit Organization Management)

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