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HUSTIR > College of Management > Department of Marketing and Distribution Management > Monograph > Item 310993100/5343

Please use this identifier to cite or link to this item: http://ir.hust.edu.tw/dspace/handle/310993100/5343

Title:	欣欣商號傳統鹹湯圓品牌故事行銷研究
Authors:	賴薏如
Contributors:	行銷與流通管理系
Keywords:	欣欣商號,故事行銷,品牌行銷,傳統鹹湯圓,行銷方法
Date:	2016-05
Issue Date:	2016-07-13T02:21:33Z
Abstract:	本研究就老字號的欣欣商號傳統鹹湯圓的產品特色，品牌創建過程，產品製作過程，做行銷4P 分析、五力模型，SWOT 分析等，深入了解欣欣商號招牌產品鹹湯圓行銷的現狀，並期望從中撰寫品牌故事，將品牌內涵、文化、定位、價值、願景故事化的一個過程呈現出來，最後以品牌故事推動行銷以達到推廣的目的。同時建議業者透過傳統的平面DM 與現代的部落客行銷手法，加強傳統鹹湯圓的行銷，使傳統好滋味得以傳承。
Appears in Collections:	[Department of Marketing and Distribution Management] Monograph

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