| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 101 === No matter whether it is a start-up high-tech company, a small enterprise, or the internal venture of a large scale company, successful new ventures must focus on talent, products, capital and market. However, it is more important to have a CEO with design-thinking ability, who can lead and differentiate an enterprise from competitors as the basis for success.
"Design" conceptualization in today''s society is not limited solely to product design, but now includes the hardware, software, services, and brand that are all need to instill integrated design thinking.
Owing to the lack of indigenous brand visibility, Taiwan''s small and medium-sized enterprises often face the dilemma of businesses being unable to extend, to this end most enterprises’ countermeasures invest large sums of advertising money, or go to any lengths to reduce costs, but nearly always neglects the importance of brand recognition.
One important example of such enterprise may be found in food production. Taiwan’s pineapple cake is popular, receives high public acceptance, and will naturally sell well. The pineapple cake product is not only a foodstuff, but it also promotes Taiwan’s indigenous culture; SunnyHills is an exemplar of such brand generation and design thinking.
The purpose of this study was to investigate the agri-business ideal as the driving force of the new venture for building a valued brand, and to make the brand internationally renowned.
Results show that SunnyHills represents the new generation of agri-business and an understanding of the importance of brand marketing, brand design from the outset to establish a clear brand vision and brand culture to clearly inform people of the meaning of the brand as a concept of agri-business and localness. This firm not only sells gourmet, but also local and native produce, they adhere to the notion of creating a localized and well-known brand and contributing to the business community. The success of its most unique features is that SunnyHills make consumers feel that it''s not just in business to make profit, but they also coexist and attain symbiosis with Taiwan
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