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论文编号：	6443
作者编号：	2120115025
上传时间：	2014/6/10 17:32:11
中文题目：	台湾进口水果品牌营销策略研究——以美国N牌樱桃为例
英文题目：	Research on Brand Marketing Strategy of Taiwan Imported Fruit -- For the example of N Branded Cherries
指导老师：	韩德昌
中文关键字：	台湾进口水果；品牌营销；营销组合策略
英文关键字：	Taiwan Imported Fruit; Brand Marketing; Marketing Strategy
中文摘要：	台湾随着社会结构由农业转型到工业，亦进一步带动了经济大幅起飞。近年来，随着经济蓬勃发展，国民所得及生活水准不断提高，人民生活越形富裕，水果消费量也因而逐渐上升。消费者对于饮食的需求从为了吃饱对于量的追求，逐渐转向追求食物品质及自身健康，进而对于质的重视。吃得饱不再是摄取食物的唯一目的，食材是否多元精致且兼顾健康及美味，成为消费者采购时的重要考虑因素。这刺激了台湾消费者对于进口水果及食品的需求及购买动机，无形中对于该产业的成长增添新的利多与契机。 本论文的研究对象，美国N 牌樱桃，是台湾地区知名的美国樱桃品牌。其栽种历史源远流长，在六○年代，美国西部几州的果农组成团体后，不但慎选樱桃品种，改善土壤环境，也对采收、包装及经销予以严格监管。因此从该地区产出的樱桃不论在品质、口感与色泽上皆深具水准，是世界上最好的樱桃之一，向有水果中的钻石之美誉。 本论文拟就台湾目前水果市场的竞争态势下，针对美国N 牌樱桃的经营环境及自身优劣势加以分析，并结合现今中外文献中具指标性的营销理论与营销方法，从策略性规划的角度进行相关研究。论文共分为六个部分，首先是研究背景、内容及研究方法的介绍；其次回顾与品牌相关之重要理论，以为后续研究之基础；论文第三部分研究台湾水果产业的概况，探讨台湾水果的产区及产出情形、出口现况、销售渠道及国际营销策略，并对台湾进口水果之当前市场情势进行分析；论文第四部分探讨美国N牌樱桃的内外部环境、发展现况、优劣情势及机会威胁，亦对美国N牌樱桃消费者行为进行分析；论文第五部分以品牌的角度，透过品牌策略和营销组合策略的相互融合，探讨美国N牌樱桃的品牌营销策略；第六部分则为本论文之结论。希望此研究分析对于个案公司在未来拟定其营销手法及制定相关品牌营销策略时能有所助益。
英文摘要：	With the transition from an agricultural society into industrial one, Taiwan has further led to significant economic takeoff. In recent years, with the rapid economic development and increasing per capita income, everyone's standard of living have raised and the life is getting richer than before, and the fruit consumption is also climbing gradually as well. Consumers’ demand for food has changed from the pursuit of satiety and quantity to quality. To eat healthy and deliciously is going to be the mainly concern of consumers. This also stimulated the motivation of consumers to pruchase imported fruits. In this research, U.S. N branded Cherries, as the object, is the famous and well-known U.S. cherry brand in Taiwan and with long history since 1960s. They have been making the efforts not only on improving cherry varieties, soil environment, but also on harvesting, packaging and distribution. Therefore the cherries from this region are considered as one of the best cherries and reuted as the fruit of diamond. The research intends to analyze the business environment, competition situation, advantages and disadvantages of U.S. N branded Cherries in Taiwan fruit market combining with the marketing theories and the marketing methods, in a view of a strategic planning perspective. The research consists of six chapters which including: (1) the first chapter explains the background, motivation and prupose of research; (2) the second chapter reviews the important theory and methods reladed to brand marketing; (3) the third chapter reviews current Taiwan fruit industry, including local and imported fruit; (4) the fourth chapter concentrates on the marketing environments of U.S. N branded Cherries, its SWOT analysis and its consumer behavior; (5) the fifth chapter looks into the marketing strategies of US N Branded Cherries including product price, place, and promotion strategies from the perspective of brand; (6) the sixth chapter summaries the conclusion. I hope this research will be helpful for case company while discussing marketing strategies and making future marketing plan.
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