完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.author | 曾敬瑀 | |
| dc.contributor.author | 詹凱皓 | |
| dc.contributor.author | 張惠娟 | |
| dc.contributor.author | 范筱苓 | |
| dc.contributor.author | 陳怡臻 | |
| dc.contributor.author | 林儀婷 | |
| dc.contributor.author | 李珮瑄 | |
| dc.date | 99學年度第二學期 | |
| dc.date.accessioned | 2012-03-27T03:57:21Z | |
| dc.date.accessioned | 2020-05-22T08:13:18Z | - |
| dc.date.available | 2012-03-27T03:57:21Z | |
| dc.date.available | 2020-05-22T08:13:18Z | - |
| dc.date.issued | 2012-03-27T03:57:21Z | |
| dc.date.submitted | 2012-03-24 | |
| dc.identifier.other | D9986128、D9673064、D9822830、D9822932、D9823032、D9861829、D9861921 | |
| dc.identifier.uri | http://dspace.lib.fcu.edu.tw/handle/2377/30864 | - |
| dc.description.abstract | 目的 為了推廣新產品高價位高品質的鳳梨酥-「金色戀人」，找出市場上利於生存的商機，也讓金色戀人有個具體明確的定位及知名度，並且擬定一份行銷企劃及舉辦一場新品發表會。 過程及方法 運用十字定位圖先了解鳳梨酥市場上競爭情形，再利用市場上的調查及分析其他競爭者的資料，找出最適合「金色戀人」的定位。 結果 隨著現在消費者對於「養身健康」的概念逐漸重視，本組決定以此風潮為核心概念，因此我們幫產品設計了一句Slogan「幸福，純粹，無負擔」，並且將這三個詞各當作一個角，圍繞成一個60°-60°-60°的正三角形，而這個三角形中的每個角都代表著一個意義： 幸福：給養生的人–想吃就健康的吃 純粹：給養病的人–想吃就安心的吃 無負擔：給減肥的人–想吃就不怕的吃 | |
| dc.description.tableofcontents | Firstly the mode of the project this semester is different from last semester, and this time, the cooperation industry want to create a brand new brand and products. They only made six basic elements for us, and give us a Completely freedom place to bring our ideas into free play ,according to these six basic items "brand name, a inside looks of products , higher price, higher quality, virtual channel, the value of sightseeing" we had a brainstorm for a series of ideas to endued the products a significance meanings, and made consumer has a brand new feeling that No longer does the products is , but endued to consumer a whole new feeling about "heart" in purchase commodity Shi, such initiation point of view could make the project, not only has opportunities in selling, but also could make industry is well known by this product in the market. The industry will named the product as "Golden lovers" in this project, The name of the product is confusing to us at the beginning ,it was because that the connection between the name and main products "pineapple crisp" are not that enough strong, so we expect to have a closely combination between the "Golden lovers – pineapple crisp" and the slogan we thought , To make the pineapple crisp in pastry industry market plays an important role and does not easy be replaced by others, we hope to made consumer immediately associated with "Golden lovers – pineapple crisp" in purchase the gift or wants to eat pineapple crisp. As the concept of “healthy and nourishing“ has pay more attention by consumer gradually, we decided to develop a plan for people who " be in control diet of dessert enthusiasts "in this stream, we’ll design our products into a cute size of a crisp,the smaller the volume become ,the more convenient the consumer could eat and the more easier to control their daily amount; therefore we design a Slogan for the prodoct" happiness, purely, no burden ", and take this three word as a angle which is around into a 60 ° -60 ° -60 degrees triangle, and each angle is represent a significance meanings in the triangle: Happiness: to take care of a person’s health – who want to eat healthy Pure: provision of people –who want to eat and prefer to eat No burden: to people who are losing weight –who want to eat and not afraid of eating We expect to stand out in the crowd in this project, and also expect to get the industry's favor, during the project making, all team members were all adhere to this belief and put a lot of effort in order to be able to have a perfect Encore, we will work hard as the Center, work hard as the RADIUS, to draw out a spot belongs to "lovers of gold" a perfect circle. | |
| dc.format.extent | 54p. | |
| dc.language.iso | zh | |
| dc.rights | openbrowse | |
| dc.subject | 鳳梨酥 | |
| dc.subject | 金色戀人 | |
| dc.subject | pineapple cakes | |
| dc.subject | Golden Lover | |
| dc.title | 金色戀人新品企劃 | |
| dc.title.alternative | GODLEN LOVER MARKETING PLANNING | |
| 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.description.instructor | 何晉瑋 | |
| 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 | |
|---|---|---|---|---|
| D998612899201.pdf | 1.31 MB | Adobe PDF | 檢視/開啟 |
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