Author: |
陳晨涓 Chen-chuan Chen |
---|---|
Thesis Title: |
品牌合併擴大展店規模。以王品集團「藝奇新日本料理」為例 Brand Integration Expands Market Scale:the case study of WOWPRIME CORP.’s ikki New Japanese Cuisine |
Advisor: |
欒斌
Pin Luarn |
Committee: |
吳宗成
Tzong-chen Wu 葉瑞徽 Ruey-huei Yeh |
Degree: |
碩士 Master |
Department: |
管理學院 - 管理研究所 Graduate Institute of Management |
Thesis Publication Year: | 2014 |
Graduation Academic Year: | 102 |
Language: | 中文 |
Pages: | 58 |
Keywords (in Chinese): | 品牌 、行銷管理 、傳播宣傳 、網路行銷 |
Keywords (in other languages): | Keywords: brand management, marketing management, promotion, web promotion |
Reference times: | Clicks: 837 Downloads: 3 |
Share: |
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"很多產業談品牌管理,並自創品牌且希望能在消費市場佔有一席之地。然而,多年的品牌行銷經驗深知「品牌管理」不只是辦辦促銷活動、公關活動、寫個漂亮厚厚的企劃案而已,而是需要全盤的考量,擬定品牌策略到落實行銷計畫。
品牌容易受外部環境變動因素影響,需因時、因地、因條件制定品牌策略,甚至打好基礎,才能在瞬息萬變的消費市場奠定根基,並為顧客帶來價值。
「王品餐飲集團」第五個品牌為台灣競爭最激烈的異國料理-日本料理。2005年創立的「ikki懷石創作料理」至2010年,經營五年來獲利良好,但卻因高單價關係,一直無法擴大展店。期間曾轉型一次,調低產品售價創建「ikki新和食」板橋店,但卻經營不善於隔年閉店,目前剛完成第二次轉型為「藝奇新日本料理」。
本個案討論在第二次轉型後,如何深化品牌基礎朝全台擴店。此外,獲利良好的創始店是否需要關閉?還是與「藝奇新日本料理」合併,朝單一品牌發展?
如何深化品牌基礎?如何在不同階段,制定品牌管理策略與行銷計劃,讓這個發展波折不斷的品牌能展店全台。
本個案討論之相關理論有品牌管理、行銷管理、傳播溝通理論、整合行銷理論、產品策略、定價策略、網路行銷…等。
關鍵字:品牌、行銷管理、傳播宣傳、網路行銷"
"Many industries discuss and create their own brand. Every business wants a positive image in order to attract consumers. In my experience branding is not just organizing promotional campaigns and activities or writing marketing proposals but is the whole process from overall consideration of brand positioning to strategic planning and implementation.
Brands are easily affected by external factors. Brand strategy needs constant adjusting in the face of timing, environment or other variables factors, to establish and maintain a solid brand which rapidly responds a changing market.
The fifth brand of Wowprime corp., ikki was founded in 2005, serving Japanese food. These Japanese restaurants were the most competitive f&b operations in Taiwan. The first store, ikki Creative Kaiseki Cuisine, operated well and made substantial profits within these five years. However, with its set meal unit price of NT$1,280, the store couldn’t expand its business as originally planned.
In 2007, ikki Creative Kaiseki Cuisine made its first adjustment by opening a lower priced restaurant, but it closed in just a year. In 2009, it has just complete the second transformation and rebranded itself as ikki New Japanese Cuisine with a set meal price of NT$680 per package.
This paper discussed how the ikki group strengthened its brand image and expended store numbers after the second restructuring. It also covered what should the original store- ikki Creative Kaiseki Cuisine must be closed? And how develop ikki New Japanese Cuisine marketing strategy that will cover expansion?
This paper related issues are brand management, marketing management, Promotional communication and integrated marketing theory, product strategy, pricing policies and web promotion.
Keywords: brand management, marketing management, promotion, web promotion"
一、中文參考文獻
1. 田琳(2011),「銀髮族對日本料理餐廳食品品質認知之研究」,國立高雄餐旅大學餐旅管理研究所碩士論文
2. 李亦園(1998),「文化、飲食與象徵」,飲食語文學研討會主題演講論文,輔仁大學
3. 李亦園(2000),「中國飲食文化研究的理論圖像」,第六屆中國飲食文化學術研討會論文集,中華飲食文化基金會
4. 吳思華(1996),策略九說 策略思考的本質,麥田
5. 陳柏昌(2009),「日本料理在台灣」,中國文化大學日本語文學研究所碩士論文
6. 傅琪貽、藤井志津枝(2007),「日本茶道中的飲食文化-懷石料理」,東西飲食文化與禮儀國際學術研討會會議論文,政治大學
7. Geoffrey A. Moore(2007), Dealing With Darwin : How Great Companies Innovate at Every Phase of Their Evolution企業達爾文:如何能永遠創新?思科等百家企業印證的14種成功創新類型,臉譜
8. Geoffrey A. Moore(2012), Escape Velocity: Free Your Company’s Future from the Pull of the Past換軌策略,天下文化
9. Kotler ∙Armstrong(2012), Principles of Marketing 14/E行銷管理
10. W. Chan Kim & Renee Mauborgne(2006), BLUE OCEAN STRATEGY藍海策略,天下文化
二、英文參考文獻
1. David A. Aaker(1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name
三、網站參考文獻
1. 王品集團官網
http://www.wowprime.com/
2. 中時電子報Youtube新聞片段,2010
http://www.youtube.com/watch?v=REN3JViAL3c
3. 吃到深處無怨尤の紅小茶部落格,2011
http://irobot0820.blogspot.tw/2010/05/ikki_29.html
4. 哈美食 美食販賣機部落格,2011
http://justnike.pixnet.net/blog/post/48337718-%5B%E6%97%A5%E5%BC%8F%5D%E2%80%A7%E6%B4%BB%E5%8B%95%E2%80%A7ikki%E8%97%9D%E5%A5%87%E6%96%B0%E6%97%A5%E6%9C%AC%E6%96%99%E7%90%86%E2%80%A7%E5%8F%B0%E5%8C%97%E6%95%A6%E5%8C%97
5. 維基百科-日本料理,2014
http://zh.wikipedia.org/wiki/%E6%97%A5%E6%9C%AC%E6%96%99%E7%90%86
6. 維基百科-懷石料理,2014
http://zh.wikipedia.org/wiki/%E6%87%B7%E7%9F%B3%E6%96%99%E7%90%86
7. 愛評網食記(2010、2012)
http://www.ipeen.com.tw/comment/118582
http://www.ipeen.com.tw/comment/304511
8. 藝奇新日本料理官網
http://www.ikki.com.tw/