The Marketing Strategy of Taiwan food -A case study of H Company

• Main Authors: Yan-Ming Tsai, 蔡炎明
• Other Authors: 胡同來
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/7x8s2q

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === Changes in Taiwan''s food industry is less original livelihood of traditional industries, as the past few years the rapidly changing domestic economic environment, improve the quality of national life, consumption, demand and the rise of consciousness constantly changed consumers lifestyle and preferences, had a large number of production goods no longer meet consumer preferences, and replaced by a stress from personal taste, focusing on food quality certification of goods and services, becoming popular. Together with the impact of WTO accession, made more intense changes in the domestic food market, food companies change very fast rise and fall, so the increasingly competitive food industry, food industry operators must constantly strive to grasp market trends and to be able forever. In this study, the food industry''s marketing strategies as a starting point, the study aims to literature review and case actually visit to see the current food industry in market segmentation, target market and positioning, and marketing mix 7Ps on the construction model. But the literature of food industry, the extent to which marketing strategies and marketing to explore combinations of cases of food industry, so this study is to analyze through the cum on food industry marketing strategy of the case company model in order to provide follow-up studies or the future of other food industry as a marketing strategy practice planning reference. The results show that the case in a more focused marketing elements of product, price, place and promotion with the process, the case company''s core brand value through product, price, place and promotion and other marketing mix elements and process of coordination framework for the establishment of its marketing strategy. Finally, the study and the study data and interviews obtained, providing marketing strategy in the case of several suggestions, as a reference for its future development.