| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 103 === Under downturn atmosphere of Taiwan's current social environment, most prices of goods continue to hike, consumers face increasing pressures of economy and jobs, and price index rises year by year, resulting in an increasing number of not-married and DINK families, thus low birth rate era has come, which causes freshmen enrollment diminishing, and also a declined educational environment. The above environmental changes lead to marked decline of the overall spending power, thus baking industry is bearing the brunt and starts to move to neighboring markets to develop, such as China; therefore this study aims to explore the successful marketing strategy of Taiwan baking industry to expand related market in China and provides LonFong-cake company as an example.
This study adopts a case study method based on single case qualitative research analysis supplemented by literature analysis to gather relevant information, the use of semi-structured individual interviews to the case company--LonFong-cake company for the study, and purposive sampling to interview with 3 selected objects including the case company chairman, the Mainland-stationed marketing manager of the case company, and the general manager of S company in Mainland; wherein, the interview outline adopts expert validity, and data analysis system uses the "Thematic analysis" conducting case analysis on the basis of open interview through sources triangle correction, then obtaining the results of sub-theme coding reliability which show good reliability of coding classification.
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