台灣經濟發展迅速，國民所得日漸提高，在食品市場上商品型態相當多元，競爭激烈。各家廠商除了在產品口味及包裝上求新求變外，並在行銷及品牌上建立消費者信賴，以取得競爭優勢。食品業者要如何於已建立品牌基礎中，尋找品牌基因？如何將品牌基因深入至各產品類別中？如何將品牌精神延續，形成組織文化，深入至員工工作中？
本研究對象為國內最早成立之L冷凍調理食品公司（Laurel Food），本研究分別就價格策略、品牌DNA定位、服務主導邏輯及組織文化，分析L公司之品牌策略，以及在L公司現有之條件，面對未來食品產業變化，探討L公司未來可採取之經營及品牌策略方向。
研究結果發現：
產品價格與品牌競爭力正相關，而消費者對價格敏感度又與消費頻率正相關。食品產業品牌商，於產品訂價上除要考慮品牌強度，還需考量產品類別及消費需求類型，就已成功的品牌產品類別上延伸至其他類別。依L公司在2012年間所做品牌基因探討及後續，歸納成功重點為以下兩項：
一、找出品牌DNA後，勵行品牌DNA原則，著手內部品牌塑造並形成公司組織文化。
二、對的品牌宣言及策略：「存古風、留美味」、「簡單做、開心吃」，產品及服務差異化，滿足現代消費者口味需求，進一步提升至生活品味及成就感需求。

關鍵字：價格策略、品牌DNA、服務主導邏輯、組織文化

Taiwan's economy is growing rapidly and its national income is increasing. In the food market, the types of commodities are quite diverse and the competition is fierce. In addition to seeking for novelty and change in product flavors and packaging, the manufacturers build consumer confidence in marketing and branding to gain a competitive advantage. How can the food industry look for brand genes in the already established brand base? How will these brand genes go deep into each product category? How to extend the brand spirit, form the organizational culture and go deep into the work of the staff?
The object of this study is L Company（Laurel Food）which was the earliest established frozen prepared food company in domestic. With emphasis on the price strategy, brand DNA positioning, service oriented logic, and organizational culture, this study analyzes the existing brand strategy of the L Company. This study also explores the future direction of the business and brand strategies to be taken by the L Company when facing the future food industry changes.
The results of the study found:
Product price is positively related to brand competitiveness, while consumer price sensitivity is positively related to consumption frequency. For brand manufacturers in the food industry, product category and consumer demand types should be considered in product pricing in addition to considering brand strength, and the successful brand product category should be extended to other categories. According to the brand gene research studied by the L Company in 2012 and the subsequent years, the key to success is summarized in the following two items:
First, find out the brand DNA, then implement the brand DNA principle, lick the internal branding into shape and form the organizational culture of the company.
Two, the correct brand manifesto and strategy: such as “Keep antiquity, Retain Taste delicacy” “Easy cooking, Happy eating”, make the differentiation of products and services, and meet the needs of modern consumer tastes, so as to further promote the needs of life taste and a sense of achievement.

Keywords：Price strategy, Brand DNA, Service-Dominant Logic, Organizational culture

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