Micro-enterprise marketing strategy- Take Nan Nan Yi Village, Beef Noodle Village, Taiwan for Example

• Main Authors: CHEN, SIANG-YING, 陳湘瀅
• Other Authors: CHANG, HUNG-JUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/fbrdgc

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 106 === The pioneering work of micro-enterprises has the characteristics of low assets and low risks. To successfully develop small-scale business entities, in addition to the promotion of practical experience, the professional management of their own literacy and marketing strategies is an important pillar of the company. At present, most of the domestic operators of micro-catering are inherited from the family's technical level. They tend to be conservative or do not know how to create their own brand image, culture, and store management policies. Coupled with the trend of society and international culture, the catering industry is booming everywhere. For example, Vietnamese, Korean, Thai, and other international cuisines have been injected Therefore, how to deal with potential threats is a question that every owner must ponder. This research adopts a qualitative research method, with the establishment of a catering industry for more than two years as the case study object, with practical experience as the dominant factor, and marketing strategy as the content, taking into account the practical experience of the respondents and how to conduct business and marketing strategies as topics for discussion. The content includes brand marketing, channel launch, product development, and STP and SWOT to analyze the strategies of the respondents. Finally, this study will analyze the product positioning and business strategy, and then provide the respondents to operate from behind. And internal control amendments.