「南華咖啡葉茶」市場行銷研究

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題名:	「南華咖啡葉茶」市場行銷研究
其他題名:	The Research and Marketing of the Nanhua Coffee Leaf-Tea
作者:	楊書榮 Yang, Shu-Jung
貢獻者:	傳播學系蔡鴻濱 Hong-Pin Tsai
關鍵詞:	阿里山;咖啡葉茶;飲料市場 Coffee leaf-Tea;Beverages Industry;Alisan
日期:	2015
上傳時間:	2015-09-10 16:47:55 (UTC+8)
摘要:	台灣隸屬於亞熱帶位於北回歸線上，夏天走在潮濕又炎熱的台灣街道上，你總能在兩旁看見飲料店，停留的顧客數量驚人，由此便看出台灣人愛喝飲料的習慣。　　飲料的種類在競爭激烈的市場中琳瑯滿目，並且仍不時有新產品的誕生，因此可見仍有潛在的需求，且根據不同的通路有不同的形式，有飲料店賣的手搖飲料，也有超商賣的即飲包裝飲料，更有濃縮茶飲包，其形式眾多也各有消費者喜好。　　本企劃的「咖啡葉茶」便是依循著市場的潛在需求而誕生，一個創新的產品與品牌，如何在大品牌林立競爭激烈的市場中找到自己的位置，是每個廠商都想做到的事，也是需要企劃人員協助的原因。　　因此本企劃圍繞三個研究問題：1. 台灣飲料市場中有沒有類似產品？與本產品有何差異？2. 「咖啡葉茶」屬於創新品項，於市場中該如何定位？3. 找到定位後，如何以適當的行銷方式傳達給目標消費者？　　如台灣壅擠的飲料市場，廠商們為了在市場中取得領導地位，或持續擴大市場佔有率，每年研發出的新品項數以百計，但隱沒而迷失在市場中品項同樣也是不計其數，因此產品除了本身的屬性與特質之外，透過什麼樣的行銷手段讓消費者在有限的記憶裡能記住，便需要倚靠行銷來達成。　　本企劃便是試圖將「咖啡葉茶」這個創新產品，讓新型態的消費者，透過故事來認識並且了解商品中隱含的附加價值，讓消費者記憶裡的阿里山與本產品做連結，想到商品就想到阿里山的特色，想到阿里山的神木就想到那邊藏有一個故事，而這個故事的本身就能傳達出的商品的意涵與特色。　　Taiwan Located on the Tropic of Cancer to belong the subtropical In Tawian , walking on the wet, hot streets in the summer.You can always see the beverage outlets on your both sides,the number of customers to stay is Amazing , as you can see the habit of Taiwanese love drink beverage　　There are a lot of types of beverage in the hyper-competitive beverage industry, and keep show up new product. Therefore, there still a lot of potential requirement demand. There has different kind of style and channel, for example bubble tea in beverage store , Aseptic Pack beverage in convenience store and also tea bag.　　Coffee Tea is one of the newborn product in this industry, a brand new product and name. How to find the own position in this hyper-competitive beverage industry is the dream of every new product , that is what proposal doing.　　Therefore this proposal has three major Research Questions:1. Is there a similar product in Taiwan beverage industry,? What are the difference?2. 「Coffee Tea」 is a brand new product , what is the Position of this Product?3. After searching the Position of this Product, what is the best marketing strategy for product?　　At Taiwan overcrowding beverages Industry, companies keep developing hundreds new product every year for getting the leading position in the industry. But there also a ton of product disappear in the market every day. Therefore, new product not only need to have own attributes but also a good marketing strategy to get in a consumer’s Head.　　This product is trying to sell 「Coffee Tea」to new Patterns of consumer over knowing the story inside. Letting consumer to connect this product to Alishan, adding Alishan characteristic into the product will transfer the implication of this product.
顯示於類別:	[傳播學系] 博碩士論文

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