| Summary: | 碩士 === 朝陽科技大學 === 財務金融系碩士班 === 100 === The so-called "food", pastry is a traditional industry, Taiwan, the traditional industrial backward compared with other technology industry, but the bakery industry is a people''s livelihood industry is one of the most basic and closely related to each one of people''s lives. The purpose of this study was to investigate the pastry industry, how to create the perfect brand image in the minds of consumers, and adopt the methods of empirical analysis to verify it, and expect to escape the past, the traditional business model, with the Internet, innovation, and thus the pattern of industrial upgrading .
Case of this study to Taichung unique to the famous "honey cake", for example, whether to care and to store the number of first time and the consumption amount of interval consumption significantly correlated variables. In addition to consumer satisfaction information extracted through factor analysis, four factors, using logistic regression analysis to distinguish consumers on the N-cake enterprise to care or not, distinguish the correct rate of 94.1%. Finally, the performance evaluation matrix containing the performance of the control limits for method, find out the actual satisfaction of consumer expectations and consumers from the consumer customer feedback form, cognitive differences between the 18 items to identify three items to improve, the improvement items for parking convenience, eye-catching signs, the staff of goods on a professional degree. In this paper this cake enterprises operating as that in the future to improve the basis, in order to improve their business performance.
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