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HUSTIR > College of Management > Department of Marketing and Distribution Management > Monograph > Item 310993100/5311

Please use this identifier to cite or link to this item: http://ir.hust.edu.tw/dspace/handle/310993100/5311

Title:	豐原劉家菜頭粿的品牌故事與行銷
Authors:	葉彥廷
Contributors:	行銷與流通管理系
Keywords:	產品特色,品牌故事,行銷策略分析
Date:	2016-05
Issue Date:	2016-07-12T07:15:47Z
Abstract:	豐原劉家菜頭粿是在豐原經營近五十年的老店，原本是傳統店家經營方式，在年輕的第三代傳承後，希望透過 SWOT、PEST、行銷 4P、波特五力與 STP 等行銷策略分析，了解豐原劉家菜頭粿的行銷優勢與劣勢，並且希望透過品牌故事的研究與撰寫，將產品特色呈現出來，同時透過分析網路部落客、Youtube影片與 Facebook 粉絲社團的行銷優缺點，為豐原劉家菜頭粿企畫新一代的品牌故事與行銷策略。
Appears in Collections:	[Department of Marketing and Distribution Management] Monograph

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