Souvenir marketing from the perspective of brand stories - the case of Taiwan Pineapple cakes

• Main Authors: Chun-Jung Chen, 陳俊榮
• Other Authors: Sheng-Hshiung Tsaur Ph. D.
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/28694299470989783152

碩士 === 國立嘉義大學 === 管院碩士在職專班 === 100 === This study is to explore the souvenir marketing of Taiwan pineapple cakes from the brand stories perspective and to realize the brand positioning and product attribute of Taiwan pineapple cakes from the viewpoint of Chinese tourists. First, qualitative methods were used in this study and the study collected total of 20 brand stories of pineapple cakes from the baking industry. Through content analysis, the author extracted the key concepts of brand positioning and product attribute and develop . the questionnaire. Otherwise this study invited the enterprises to examine and verify the final questionnaire. After data collection,, the researcher uses factor analysis to find out the brand positioning and product attribute factors for brand stories in baking industry. The factors of brand positioning included “finicality of high quality and health”, “orientation of health and regimen” and “characteristic of Taiwan local”; the factors of product attribute included “delivery of Taiwan flavor”, “mouthfeels of crispy/sour/sweet”, “insistency of natural food ingredients”, “products of subject characteristic”, and “convenient to carry”. Third, from the results, the author provided the conclusions of cognition of tourists from China for the brand positioning and the product attribute of Taiwan pineapple cakes. Finally, the researcher further proposes suggestions of practical management for managers in baking industry.