Marketing research of small and medium sized food and beverage industry: Marketing applications in the story as an example

• Main Authors: Li, You-Shun, 李友順
• Other Authors: Hu, I-Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/42g8f3

碩士 === 景文科技大學 === 旅遊管理系觀光與餐旅管理碩士班 === 102 === Abstract Higher visibility via marketing is one of the best ways to improve the performance of the catering business. The result is enhanced brand recognition and consolidation of core competitiveness. Each restaurant has its own stories. Telling stories through media, which generates higher visibility, can produce effects that are far greater than those through any large-scale marketing campaign. Taiwan’s booming catering market in recent years has attracted many foreign brand names to establish business here and thus causing intense market competition. To survive in the competitive market, Taiwan’s catering businesses must differentiate themselves from their competitors by attracting consumers to their core values. Story marketing is the way to add a warm touch to menus and services, create employment, and establish the foundation in the path to global marketing. In this study, Ministry of Economic Affairs New Business Actualization Plan cases and several award-winning stories from the media coverage of the restaurant industry are analyzed and 6 dimensions were identified: (1) Provide green food and beverage concepts; (2) Food technology innovation and stable quality; (3) Cultural creativity; (4) Life process; (5) Emotion; (6) Social concern and responsibility. In addition, the methods and experiences of story marketing were summarized in order to find new value for Taiwan’s food and beverage industry and provide recommendations for internationalization and sustainability.