The Study of Brand Value-Added in Food Processing Industry in Taiwan – Case of Kuang Ta Hsiang
Date Issued
2014
Date
2014
Author(s)
Hsiao, Tsun-Wen
Abstract
Kuang Ta Hsiang is a traditional food manufacturer which was established over eighty years ago in Taiwan. However, changing consumer habits require Kuang Ta Hsiang to do some enterprise transformation. Therefore, this paper will discuss changing consumption patterns in processed food in Taiwan, as well as how the traditional food industry should adapt and adjust to these patterns. By questionnaires and sampling methods, we will establish Kuang Ta Hsiang’s current corporate positioning, and understand its corporate and product image in the minds of consumers. After that, in order to improve market access, we will develop a transition strategy.
Subjects
食品工業、企業轉型
市場調查
品牌定位
品牌價值
策略分析
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-103-P01627008-1.pdf
Size
23.54 KB
Format
Adobe PDF
Checksum
(MD5):33601b387734a73456350c40dff09cd1