Using MDS to Position the Brand Perception of Tea Chain Stores-A Example of Top Five Tea Chain Stores in Middle of Taiwan

• Main Authors: Tsung yu, Wen, 温宗諭
• Other Authors: Dr. Ming-Teng, Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/52623181013608960971

碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 99 === Chinese tea has been one of the dietary culture elements for thousand of years in Chinese culture, so it integrated into the daily life and became indispensable to Chinese. Furthermore, Taiwan is also one of the major places of origin for Chinese tea which has a close relationship with the Chinese tea culture. Therefore, Taiwan has been exporting a large amount of Chinese tea since Japanese colonial period, and then even it reduced a little bit after the recession of Taiwan. However, the standard of living improved as well as the demand of Chinese tea increased from the establishment of tea houses to take away tea drink chains that seem to be popular and a transition to the Chinese tea culture in Taiwan. Up now till nowadays, the continuously increases in the take away tea drink franchising with loads of brands in highly competitive market. As a result, how to survive in the market that makes the brand name becomes the only key factor. Because of that the brand name positioning has became the main development point for each chain brands in the take away tea drink franchising. Therefore, this study though the questionnaire and also evaluate the criteria from the dimension of the balance of brand image of shops with the dimension of the corporate social responsibility. By using the multidimensional scaling to analysis and match the data, in order to know the mind of consumers for positioning each brand, and then according to the results to propose appropriate suggestions on the strategy. 　　　In this paper, the numbers of shop in the top five brand names of the take away tea drink franchising are the objects of this study which namely Chingshin, 50lan, Teatop-one, Mr. Wish and DaYung’s tea from the six counties in the middle of Taiwan which are Miaoli, Taichung, Taichung city, Changhua, Nantou and Yunlin. And then take the consumers who live in central region as the object to the study with setting 13 criteria which are product unique style, product variety, good service from shop keepers, faster delivery, location with convenient parking, advertising promotion activities, good shop layout with design, confortable with clean environment, high reputation with sense of trust, staffs with professional knowledge, product knowledge sharing, protect the natural environment and improve social welfare etc. From a total 306 valid questionnaires, the results shows the brand name 50lan is the majority of the benchmark criteria in the five brands; in the performance of criteria that the brand name Teatop-one is the least desirable. This study also found out that faster delivery, advertising promotion activities, good shop layout with design, product knowledge sharing, protect the natural environment and improve social welfare are not important to consumers, so it could invest less in the cost. However, the criteria that customers care about could cautious to invest in order to increases its own competitiveness.