麵包店之零售分析與策略

Abstract

中文摘要 1. 目的：本堂課程名為零售與通路經營，課堂主旨使學生能夠了解零售店家的經營模式，從立地商圈分析到細節的店面設計，皆為本次報告所需要呈現的。而最終作品的呈現是製作商店模型，選擇一間零售商店，融入課堂所學之行銷策略，為其打造全新分店，使學生能夠更加活用所學習到的知識。

2. 過程及方法：本組所選擇的模擬店家是位於台中的知名烘焙工作室——小麥過敏。從業種業態分析，慢慢深入至零售立地與商圈分析、零售品牌與風格制定、零售成長策略等，以自然、簡約、文青的元素為其打造一間全新的三角窗店舖，並製作模型呈現。

3. 結果：在製作模型後，本組分別利用不同的社群平台進行推廣，其中包含Instagram、Threads、小紅書等，並將貼文結合其他元素（動漫、K-pop）以達到搏取閱聽眾眼球之目的，而在最後的零售模型展示之後續效益中，本組在各個社群平臺發佈貼文，按讚數總計為3586個讚。

我們可將此次個案經驗與結果作為日後在零售行銷方面之參考，未來如有相關需求，不只會在須探討的事項和做法上有一定程度的了解，也能帶入此次經驗，讓我們在更多部分進行改善、精進與思考啟發。

Abstract 1. Purpose: The main theme of this course is to enable students to understand the operation mode of retail stores. From the analysis of the business district to the details of store design, this is what needs to be presented in this report. The final work is to make a store model, choose a retail store, integrate the marketing strategies learned in class to create a new branch for it, so that students can better apply the knowledge they have learned.

2. Process and Method: The simulated store chosen by our group is the well-known bakery studio in Taichung - Wheat Allergy. From industry and business analysis, we gradually delve into retail location and business district analysis, retail brand and style development, retail growth strategies, etc., and create a brand new triangular window store for it with natural, simple, and hipster elements, and make a model to present it.

3. Results: After making the model, our group promoted it on different social media platforms, including Instagram, Threads, and Xiaohongshu. We combined our posts with other elements (anime, K-pop) to attract the attention of the audience. In the subsequent effects after the final retail model display, our group posted on various social media platforms, and the total number of likes was 3,586.

The experience and results of this case study can serve as valuable references for our future endeavors in retail marketing. By revisiting this project, we can gain valuable insights into the aspects and approaches that require further exploration and improvement. Moreover, we can leverage this experience to refine and enhance our strategies in various areas.