Research of Developing Marketing Strategyof Taiwan Handmade Tea研究生：鍾凱亭指導教授：洪敏莉中華

• Main Authors: CHUNG,KAI-TING, 鍾凱亭
• Other Authors: HUNG,MIN-LI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2s4aa5

碩士 === 南臺科技大學 === 資訊傳播系 === 107 === In the network developed E-generation, people gradually began to use the network to do marketing, digital marketing compared to traditional marketing can save operating costs, reduce the traditional personnel costs and store settings can save a lot of sales costs. In traditional marketing, consumer products are the mainstream of the market, compared with network marketing, there are fewer goods sold, and the price is affected by middlemen and tariffs. Marketing space and access space cost is high, publicity is biased towards one-way marketing, communication cost is very high. Traditional industries have begun to look for ways to transform in order to survive. And this technical report partner "Fucha Fu Cha" hand-brewed tea is the transformation from Yilan traditional tea garden of the newly established brand.The plan is to integrate the multi-planning technology and rigorous strategy making process, for the "Fucha Fu Cha hand tea planning new brand listing positioning and brand promotion and dissemination activities, and integrate digital marketing theory and planning theory, through the actual operation and verification of the Fucha hand tea website, research and development concept is to build a traditional industry feasible e-commerce brand building model, as well as the construction of traditional industry transformation e-commerce business and marketing model。 Finally, the relevant methods and techniques and literature, and then build a business model, in the competition industry can be different, enterprise transformation is very difficult, i hope that the transformation of this research and brand building process can contribute valuable experience and related solutions to the problem, to provide future workers want to transform the reference.