Development strategies and sales results of innovative fresh food in the convenience store – a case study pasta products in 7-ELEVEN

• Main Authors: Wu, Yu-Chieh, 吳羽捷
• Other Authors: Weng, Yih-Ming
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/65355c

碩士 === 國立嘉義大學 === 食品科學系研究所 === 105 === In recent years, the decrease of average family member and the increase of singles and women’s employment rate contribute to the change of eating habit in Taiwan. Shorter meal preparation time and more frequent eating-out are the major trends nowadays. Collectively, the product value of food service industry is growing rapidly each year. According to the statistics of Ministry of Economic Affairs in October 2016, the total sales of food service industry from January to August 2015 is NT 293.7 billion, which is higher than the same period of the previous year. Furthermore, the leisure tourism in Taiwan also contributes for the demand for eating-out food service. Therefore, the convenience stores (CVS) find the opportunity to sell more ready-to-eat foods, especially microwaved food. In this study, the four-step cycle of ”Present Situation Analysis”, “Deduction Hypothesis”, “Product Development” and “Result Verification” for four fresh foods were analyzed. According to different purposes for the reform and innovation of fresh food commodity. It is important to understand before development by analysis with four different commodities. First, we must understand the fresh food commodity of “segmentation”, “positioning” and “targeting”. The relevance of the development process and the market acceptance could be revealed through the sales results. In order to respond to the rapidly change of consumer demand, this study would provide useful information for setting better protocol in developing novel products in the future. Keywords: convenience store, fresh food, innovation, differentiation