金色帝國

Abstract

金磚牛排企業旗下目前共有三家廠商，分別為「金磚極品牛排」、「大巨人鐵板燒」以及「禾雅堂經典乳酪蛋糕」，在業界都是享譽名氣的食品產業，這個學期系上與金磚牛排企業推出了此次產學合作，主要為金磚牛排企業即將於明年元月推出的全新產品「金色戀人」鳳梨酥，因此此次專案目的是新產品的設計，區隔較有利基的市場和消費者，並透過虛擬通路將新產品傳達給消費者。

報告裡根據對金磚牛排企業的調查、了解，並配合另外兩家與金磚牛排的相同特色點，和不同的相異點，分析出新產品所擁有的優勢，與可能產生的劣勢，加以轉換運用及承襲把握現有的資源，並且針對鳳梨酥於整個市場的定位、擁有的商機及可發展的獲利點，調查了整個市場的全盤分析與市場深度的探討，並一一端看市場上存在的獲利機會與隱含威脅，綜合出新產品最佳的市場切入點。

經由對金磚牛排企業的詳細了解後，更能感受到金磚提供了高品質產品與服務，全心為消費者帶來更高層次的味覺饗宴，並深客體會到氣業的用心及擁有的雄厚實力，使將推出的「金色戀人」也會沿襲企業高品質、高價位的精神，並透過此份報告為其量身訂做最好的定位。

Golden Brick's steak company now has three companies, namely the "Go–lden Brick Need for steak, ""Big Giant teppanyaki"and "Wo Ya-tang classic cheese cake ", are known in the industry reputation of the food in- dustry, this semester our school with Golden Brick companies provided the industry-university cooperation, mainly for the upcoming Golden Brick steak enterprises introduced new products in January next year, "Gol- den Lover" pineapple cake, so the purpose of this project is a new Product design, segmentation than A niche market and consumers, and through the virtual channel to bring new products to consumers. The report based on a survey Golden Brick steak enterprise, and analysis the other two Golden Brick companies with the same characteristics of points, and various different points of the new products have advantages, and disadv- antages that may arise, that can help us to grasp the use of existing resour- ces and inheritance, and for pineapple cake for positionning in the market, with the development of business opportunities and can profit point of the overall investigation of the whole market and market depth of analysis and a look at of the market there hidden profit opportunities and threats, To analyze the best new products market entry point.