Research on the Marketing Strategies and Effects of Cultural Creative Industry in Kaohsiung: A Case Study of Paris Macaron

• Main Authors: Chieh-Wen Diao, 刁玠文
• Other Authors: Wen-Lung Teng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/5p4x95

碩士 === 文藻外語大學 === 國際事業暨文化交流研究所 === 101 === From the design of display windows to the eye-catching packaging, various beautiful looks, and the special taste, the French dessert Macaron has gradually become a fad among consumers in Taiwan in recent years. Sadaharu Aoki from Japan has brought Eastern flavor to his Japanese Genmai Macaron, which has surprised and been adored by even French people. In Taiwan, Wu Bao-Chun was inspired by the Macaron with Lychee flavor, and later he baked the bread which won him the world championship in 2008. In addition, the Macaron with fermented bean curd flavor from Kaohsiung was also reported by Michelin gourmets. The above allows the proposition that Macarons have had and will continue having positive effects on the bakery and pastry industry in Taiwan. However, the searches for current related researches have led to mostly rough introductions and even obscure reports from the media. This suggests the need for organized research on the Macaron in Taiwan. The analysis of literature, individual interviews, and questionnaire survey to analyze the main purchasing ages should reveal Taiwanese Macaron consumers’ fondness, purchasing power, and satisfaction. These data should be useful references to the bakery and pastry industry in Taiwan. In the future, these shops can not only import Macarons from France but also use special and local food ingredients to research and develop Macarons with Taiwanese features and promote them as a souvenir in and from Taiwan.