| URN | etd-0731121-144154 | Statistics | This thesis had been viewed 188 times. Download 25 times. |
| Author | Hsing-ting Jao | ||
| Author's Email Address | No Public. | ||
| Department | Institute of Industrial Management | ||
| Year | 2020 | Semester | 2 |
| Degree | Master | Type of Document | Master's Thesis |
| Language | zh-TW.Big5 Chinese | Page Count | 91 |
| Title | Case Study on Marketing Strategy of Local Characteristic Industry: Hsinchu Hai Rei Foods as A Case | ||
| Keyword | |||
| Abstract | In recent years, the Small and Medium Enterprise Administration, Ministry of Economic Affairs has promoted actively¡§Local Characteristic Industry Plans¡¨to build¡§One Town One Product¡¨as the goal. However, with the vigorous development of local characteristic industries, it has a pivotal position in the overall economic development of the country. Hsinchu Meatball is a well-known local characteristic industry in Taiwan, Hsinchu City Government organizes promotional activities every year, such as¡§Hsinchu City Rice Noodle and Meat Ball Festival¡¨to promote the development of local industry. This research department takes the literature research method and the case study method as the content, takes Hsinchu's the most competitive enterprise¡§Hai Rei Foods¡¨as the research object, analyzes the advantages and disadvantages of the company's internal environment through SWOT analysis, the opportunities and threats of the external environment, and through the Marketing theory of 7Ps, formulates the relevant and feasible marketing strategy and results, and provides the Hai Rei Foods as the references to future operational promotion. The conclusions of this study are as follows: First, strengthen the advantages to create opportunities. (1) Adopt a high-quality strategy to bring the product to the international market. (2) Create a DIY experience to maintain customer relationships. (3) Expand multiple pathways to foster foreign alliances; Second, make good use of opportunities to overcome disadvantages. (1) Use food fairs and festivals to promote product sales. (2) Make good use of social media campaigns to reduce marketing costs. (3) Combine delivery platform to overcome manpower shortage; Third, take advantage of the advantages to resist threats. (1) Continuous research and development innovation to meet consumer tastes. (2) Leading competitors to set up processing plants in China; Fourth, reduce disadvantage and reduce threats. (1) Through government subsidies to reduce production costsby. (2) In response to the rapidly changing international situation, adopt a multi-marketing strategy. |
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| Files | indicate access worldwide | ||
| Date of Defense | 2021-06-28 | Date of Submission | 2021-08-13 |