完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.author | 邱詩琪 | |
| dc.contributor.author | 許婉庭 | |
| dc.contributor.author | 郝宛筠 | |
| dc.contributor.author | 黃立揚 | |
| dc.contributor.author | 郭惟歆 | |
| dc.contributor.author | 李晉杰 | |
| dc.contributor.author | 詹筑娟 | |
| dc.contributor.author | 王鈺棋 | |
| dc.date | 99學年度第二學期 | |
| dc.date.accessioned | 2012-03-27T03:53:40Z | |
| dc.date.accessioned | 2020-05-22T08:13:18Z | - |
| dc.date.available | 2012-03-27T03:53:40Z | |
| dc.date.available | 2020-05-22T08:13:18Z | - |
| dc.date.issued | 2012-03-27T03:53:40Z | |
| dc.date.submitted | 2012-03-24 | |
| dc.identifier.other | D9861788、D9861880、D9822992、D9822890、D9817671、D9867580、E9790855、D9658326 | |
| dc.identifier.uri | http://dspace.lib.fcu.edu.tw/handle/2377/30863 | - |
| dc.description.abstract | 『故事，都是這樣開始的，在一個平凡無奇的午後一場高貴優雅的下午茶的宴會即將展開，在各式各樣的下午茶糕點中，一種獨一無二擁有金色光輝的點心造就了兩人的邂逅讓他遇見了她。金色戀人，感動人心，化成回憶。』 此企劃案在內部環境介紹大巨人集團企業，發現其企業風格大多走向精緻浪漫的英式古典風情，並在外部環境發現英式市場中存在商機，因此將將兩者結合分析，決定掌握此市場商機，創造品牌價值最大效益。選定網路使用率高以及網購頻繁的18~36歲上班族為目標客群，針對台灣送禮、點心市場，藉由網路上的官網、facebook、部落客進行銷售通路。一方面也規劃了一系列符合促銷活動如:1.打造一款關於騎士解開黃金秘方的冒險故事互動網頁2.凡以會員帳號購買金色戀人鳳梨酥就可累積紅利3.客製化盒內燙字服務。藉由以上促銷推廣產品，也加強了金色戀人的「養尊處悠」概念，希望消費者能享受產品同時感受英式古典貴族下午茶之高貴，卻又恬淡悠閒的氛圍。 「金色戀人」鳳梨酥，強調感官、美學、時尚的商品設計，一盒8入裝，訂價為$260元，包裝上採用英式古典貴族風格，禮盒高質感形象鮮明而產品定位為英式貴族古典風格的精緻禮品，讓上班族在忙裡偷閒的下午茶時間裡，緩解所有疲憊一同感受英國古典貴族下午茶的慵懶從容態度。 此外活動計劃是以電視頻道的方式，帶領大家對英國貴族有較為深入的了解，也和金色戀人-有如英國貴族般高貴卻悠閒的下午茶定位有相關連結。 | |
| dc.description.tableofcontents | Story, always begin like this, in an ordinary afternoon, an elegant afternoon tea banquet is going to begin. In a variety of tea cakes, an unique dessert which have golden radiance make a encounter between he and she. Golden valentine, touch people’s heart, become memory. This business case is going to introduce Big Giant Company in internal environment, we can found its’ style is delicate and romantic olden British style, and exist business in British market in external environment. So combine both and analyze them, and decide to grasp this market opportunity, create the maximum benefit of brand’s value. We lock on the workers between 20 to 36 years old as our target customer groups that have high internet usage and often online shopping. For present and dessert market, by the official website, facebook, blog on the internet to advance the sales channel. On the one hand we planned a series of promotional activity like: 1. Build an adventure story interactive website about a knight who solve the secret recipe of gold. 2. Buying the Golden valentine pineapple cake by membership can accumulate bonus. 3. Service of customized hot word in box. By the above promotional activities to popularize our product, also strengthen the Golden valentine’s conception of live on the fat of the land, hope our guests can feel the noble of British classical nobility’s afternoon tea, and the atmosphere of tranquil and relaxing. Golden valentine pineapple cake, emphasize the design that senses, aesthetics and fashion, eight for each box, the price is 260 dollars, we use English classical nobility’s style on the package, high quality image of the distinctive gift and products located as the Exquisite gift of British classical nobility’s style, Allow office workers to ease the feelings of all the tired and feel the lazy calm manner of British classical nobility’s afternoon tea from the afternoon tea time that to steal a moment of leisure under the pressure of heavy workload. Furthermore, this program use the television’s channel to lead people to have more understand about British nobility, and with Golden valentine – like Elegant but relaxed afternoon tea of British nobility have connect. | |
| dc.format.extent | 66p. | |
| dc.language.iso | zh | |
| dc.rights | openbrowse | |
| dc.subject | 金色戀人 | |
| dc.subject | 鳳梨酥 | |
| dc.subject | 大巨人集團 | |
| dc.subject | Golden Lover | |
| dc.subject | pineapple cake | |
| dc.subject | Big Giant Company | |
| dc.title | 金色戀人 | |
| dc.title.alternative | Golden Lover | |
| dc.type | UndergraReport | |
| dc.description.course | 行銷設計與企劃實務 | |
| dc.contributor.department | 行銷學系,商學院 | |
| dc.contributor.department | 財稅學系,商學院 | |
| dc.contributor.department | 工業工程與系統管理學系,工學院 | |
| dc.contributor.department | 商學進修,商學院 | |
| dc.description.instructor | 丁美靜 | |
| dc.description.programme | 行銷學系,商學院 | |
| 分類: | 商099學年度 | |
文件中的檔案：
| 檔案 | 描述 | 大小 | 格式 | |
|---|---|---|---|---|
| D986178899201.pdf | 7.29 MB | Adobe PDF | 檢視/開啟 |
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