老虎堂

Abstract

中文摘要 本報告主要針對知名手搖飲料店-老虎堂，從品牌形象與意象開始分析，再透過競爭者分析與十字定位分析定義老虎堂之品牌定位，之後透過族群分為網美與美食評論家的人物誌製作出顧客旅程地圖，從中發現老虎堂服務流程中的問題點，進而提出解決方案-APP 設計。

Abstract This report is mainly aiming at the well-known beverage store – Tiger Sugar, which starts from the analysis of brand image and imagery, and then defines the brand positioning of Tiger Sugar through competitor analysis and cross positioning analysis, and then divides it into internet sensation and food critic through ethnic groups. The character genius creates a map of the customer journey, discovers the problem points in the service process of the Tiger Sugar, and proposes the solution-APP design.