| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 106 === Abstract
The culture of Taiwanese cake has developed for more than one hundred year. The process from opening stores to standing still today can be tracked. Several stores that open over hundred years must pass the precious time, which shows a crucial part of Taiwanese food culture.
With the intense competition of western and Japanese cake, the existing Taiwanese cake stores that open over hundred years are uncommon. Is there any reason for cake stores that open over hundred years, stand without shaking, and that possess somewhat reputation?
Stores that open over hundred years need adjusting their own pace and set up clear and good corporation culture, which is good for the identification mark of corporation brand and for the inheritance in the century. The points are product positioning, adherence to quality, keeping innovating, and a sound administrative system. With time passing, the need for package design is stronger for customers than before. Marketing positioning and package design of Taiwanese cake stores that open over hundred years need to increase the package texture. In this way, we believe that it may be suitable for new trend and the value of sustainable administration to keep the brand that lasts more than hundred years.
Key words: stores that open over hundred years, culture of Taiwanese cake, Core Mission, brand recognition, package design
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