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探討烘焙業營運與行銷策略 = A Study of Operation ...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

探討烘焙業營運與行銷策略 = A Study of Operation and Marketing Strategies of Bakery Industry : 以F公司為例; The Case of F Company

Record Type:	Language materials, printed : monographic
Paralel Title:	A Study of Operation and Marketing Strategies of Bakery Industry
Title Information:	以F公司為例
Author:	楊雅晴,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	高雄市
Published:	撰者;
Year of Publication:	2017[民106]
Description:	63面圖，表格 : 30公分;
Subject:	烘焙業
Subject:	Bakery
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/78314774124076692873
Notes:	106年4月25日公開
Notes:	參考書目: 面36-37
Summary:	在台灣產業的重心已從農業、製造業轉型到服務業，在台灣的服務業中，因為「成長快速」、「高本益比」、「投資門檻低」、「內需市場龐大」等因素，餐飲業已為台灣服務業的主力產業。本研究使用SWOT分析和4P分析等研究工具分析烘焙業-「F公司」以了解其行銷策略情況並評論其競爭力，並據此提供建議給其他食品製造業參考。研究分析結果顯示，F公司目前實行「特色商品發展」、「成本控制」、「品牌形象提升」、「品質控制」、「多角化」5大策略，其有知名度高、消費者忠誠、品質管理嚴格、企業形象佳等優勢；亦有產品單價偏高、產品過期比率高、廣告行銷能力待加強等劣勢；其機會為拓展其他地區市場、落實網路訂購與宅配服務；其威脅則有低價麵包店崛起、原料價格上漲問題和連鎖咖啡廳競爭問題；為處理此問題，本研究提出加強口碑行銷、完善培訓制度、建立加盟制度、市場區隔策略、與連鎖咖啡廳策略聯盟、建立預售折扣制度、銷售小型點心麵包等策略以提升F公司的競爭力。 The path of economic development in Taiwan has evolved from agricultural sector to manufacturing, and then to service Industry. Due to rapid growth, high rate of return, low investment threshold, and high domestic demand, bakery becomes one of the important industries in the service sector. This study undertakes SWOT and 4P analyses to assess the F Company’s marketing strategies and its competitive ability. The results obtained from this study will provide useful reference for other food industry in the service sector.The results indicated that F Company implements five marketing strategies including “special product development”, “cost down” , ”brand image promotion”, ”quality control”, and “business diversification”. The strengths of the F Company appear in the areas of high reputation, high consumer royalty, high quality control, and good enterprise image.The weaknesses of F Company include “high product price”, “high product expired rate”, and “poor advertising ability”. The opportunities for the F Company demonstrate in the areas of “the development of other market”, and “the development of internet ordering and home delivery services”. The threats to F Company includes “an increase of low price bakery”, “an increase of material price” and “the competition of chain cafe”.For F Company’s further competitiveness, this study makes suggestions including “the promotion of oral marketing”, “the improvement of existing training system”, “the creation of joint system”, “the undertaking market segmentation strategy”, “the establishment of alliance with chain cafe”, “the building pre-sale discount system” and “sale small bread”.

探討烘焙業營運與行銷策略 = A Study of Operation and Marketing Strategies of Bakery Industry : 以F公司為例; The Case of F Company
楊, 雅晴

探討烘焙業營運與行銷策略 = A Study of Operation and Marketing Strategies of Bakery Industry : 以F公司為例 / 楊雅晴撰 - 高雄市 : 撰者, 2017[民106]. - 63面 ; 圖，表格 ; 30公分.
106年4月25日公開參考書目: 面36-37.
烘焙業Bakery

探討烘焙業營運與行銷策略 = A Study of Operation and Marketing Strategies of Bakery Industry : 以F公司為例; The Case of F Company
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330 $a 在台灣產業的重心已從農業、製造業轉型到服務業，在台灣的服務業中，因為「成長快速」、「高本益比」、「投資門檻低」、「內需市場龐大」等因素，餐飲業已為台灣服務業的主力產業。本研究使用SWOT分析和4P分析等研究工具分析烘焙業-「F公司」以了解其行銷策略情況並評論其競爭力，並據此提供建議給其他食品製造業參考。研究分析結果顯示，F公司目前實行「特色商品發展」、「成本控制」、「品牌形象提升」、「品質控制」、「多角化」5大策略，其有知名度高、消費者忠誠、品質管理嚴格、企業形象佳等優勢；亦有產品單價偏高、產品過期比率高、廣告行銷能力待加強等劣勢；其機會為拓展其他地區市場、落實網路訂購與宅配服務；其威脅則有低價麵包店崛起、原料價格上漲問題和連鎖咖啡廳競爭問題；為處理此問題，本研究提出加強口碑行銷、完善培訓制度、建立加盟制度、市場區隔策略、與連鎖咖啡廳策略聯盟、建立預售折扣制度、銷售小型點心麵包等策略以提升F公司的競爭力。 The path of economic development in Taiwan has evolved from agricultural sector to manufacturing, and then to service Industry. Due to rapid growth, high rate of return, low investment threshold, and high domestic demand, bakery becomes one of the important industries in the service sector. This study undertakes SWOT and 4P analyses to assess the F Company’s marketing strategies and its competitive ability. The results obtained from this study will provide useful reference for other food industry in the service sector.The results indicated that F Company implements five marketing strategies including “special product development”, “cost down” , ”brand image promotion”, ”quality control”, and “business diversification”. The strengths of the F Company appear in the areas of high reputation, high consumer royalty, high quality control, and good enterprise image.The weaknesses of F Company include “high product price”, “high product expired rate”, and “poor advertising ability”. The opportunities for the F Company demonstrate in the areas of “the development of other market”, and “the development of internet ordering and home delivery services”. The threats to F Company includes “an increase of low price bakery”, “an increase of material price” and “the competition of chain cafe”.For F Company’s further competitiveness, this study makes suggestions including “the promotion of oral marketing”, “the improvement of existing training system”, “the creation of joint system”, “the undertaking market segmentation strategy”, “the establishment of alliance with chain cafe”, “the building pre-sale discount system” and “sale small bread”.
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