學田點心坊：品牌定位與識別企劃

Abstract

科技網路的進步，使社群網站、網路購物、雲端等技術隨之蓬勃發展，生活也愈加便利，在社群網站的使用率評比上，台灣以Facebook最高，滲透率高達65%，平均每日有1100萬人登入臉書，小廠商能透過Facebook進行即時行銷，改變傳統大廠商在電視廣告的優勢，也因此臉書有越來越多廠商透過粉絲專頁進行商品販賣、訊息傳遞等工作；在資訊爆炸的情況下降低了每個品牌在消費者面前出現的機會，沒有明確的目標族群和識別系統將使得新進品牌更難以直接利用產品進入人氣市場，本研究將透過分析企業問題後，利用學術流程進而選定目標市場後，針對其進行品牌識別(CI)提案與選擇。 本研究透過初級資料和次級資料分析的方式解決企業問題，首先進行五力分析和競爭者分析後發現〈學田點心坊〉如果採取先進入人氣市場策略，將面臨強大的競爭力度，因此提出以側翼進攻的策略進入特定利基市場，接著透過次級資料的分析，選擇孕婦成為〈學田點心坊〉的目標族群，再利用內、外部環境分析-食材用料健康的優勢，訂定出「最適合孕婦享受的溫暖甜點」為定位，針對定位進行創意發想(Brainstorming)，提出【日暖Warm Days】和【甜地Warm Farm】兩者新品牌名稱與識別系統，並且在業主的選擇下，最終以【日暖Warm Days】成為〈學田點心坊〉的新識別系統，用以做為行銷系統導入，惟此成效衡量上需日後行銷導入才可實際測量，誠屬本研究較為不足之限制，尚待後續研究補足。

Since online community, online shopping and cloud computing were growing by internet progress , life has become more convenient. Compare usage rates of all the online communities, Facebook becomes most popular in Taiwan, 65% ,11 million people in average log in one day. Small companies can practice real time marketing through Facebook to change the TV advertisement advantage of huge traditional companies. Therefore, more and more companies deliver messages, sell products and so on through fan pages. But it also reduces opportunities to appear in front of consumers for brands in the age of information explosion. Unclear target audience and identity system easily lead brands difficult to enter Popular market through products. This thesis will analysis enterprise difficulties, and use academic procedures to select target audience. And for all the above programs to proposal and select corporation identity . This thesis solves enterprise difficulties by primary data and secondary data. First with Porter five forces analysis and competitor analysis found if< Xuetian dessert shop > enter directly Popular market which needs to face strong competitive strength. So researchers suggest < Xuetian dessert shop g > do flank attack strategy to enter niche market. Next choose pregnant women become < Xuetian dessert shop >’s target audience through secondary datas. Then take healthy ingredient advantages in internal and external environment analysis to set the position, the most suitable warm dessert for pregnant woman to enjoy. Based on it doing < Xuetian dessert shop >’s brainstorming, authors submit two new brand names to replace original name and identity system,【Jihnuan Warm Days】and 【t'ien ti Warm Farm】. Under the choice of the owner,【Jihnuan Warm Days】has become < Xuetian dessert shop >’s new identity system. The effectiveness could be tested after days .It might be a limitation of this thesis and be supported by following research.