| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 107 === Since the development of technology urged consumers’ behavior to change, the customer needs of the offline channels are in need of clarification to make sure the strategic positioning of the company is in-line with the status of the consumers nowadays and to design functional value activities. In order to find out how the offline channels sustain the thrive of online channels and to implement the strategy of deepening customer needs, this study has chosen the food industry for its long and steady product life cycle to avoid complex factors of eternal environment and to solely focus on deepening the customer needs on offline channels.
Thus, this study has chosen Jiu Zhen Nan Foods Co., Ltd.(JZN) for case study. By carrying out interviews for the supervisors of the company and surveys for the customers, this study has uncovered the degree of agreement of the customers to the items which is claimed to be provided through online and offline channels listed by the supervisors. On top of that, this study also analyzed the competitive brands deemed by consumers and the scores of comparison between the chosen brand and JZN. Study shows that the scores of functional level of customer needs is slightly higher than that of psychological level. This indicates that JZN should aim at deepening the psychological level of customer need so that the overall degree of agreement can be elevated by this action.
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