| Summary: | 碩士 === 國立聯合大學 === 經濟與社會研究所 === 101 === This study is Dongshih Sweetcharm Farm Winerywine Industry for the government opened up after privatization, the first winery established in rural areas from 2003 since the establishment to 2013 has managed for ten years. The purpose of this study was to explore the Sweetcharm Farm Winery from inception,transition to a restaurant operating mainly in the process how to use local resources to build brand; Winery how to respond to the economic environment, changes in government policy gradually adjust their business focus; how to use marketing communication strategies to promote wineries; finally explore the development of the Sweetcharm Farm Winery and Hakka cultural relevance.
This study used the case study method and depth interviews record interviews Sweetcharm Farm Winery and observational studies form October 2012 to May 2013.
The study found that:
1.Wine is made from locally produced agricultural products, and wineries take advantage of local resources to enhance marketing and promotion.
2.Wineries use specialization of Production-and-Marketing. Marketing channels is based on its own storefront but also distributes products to the same industry.
3.Brand name was derived from the old place name. Packaging is combined with place name slogan and logo with red brick buildings.
4.The promotion of winery focus on architecture and location. To build brand reputation on using the official website, marketing channels was provided by government departments, blogs, words of mouth marketing from consumers and the exhibitions.
5.The use of antique buildings, ancient Hakka brewing skills, Hakka dishes and Hakka arrange to represent the image of Hakka culture.
|
|---|
