| URN |
etd-0826124-152325 |
Statistics |
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|
| Author |
Yiyi Kuo |
| Author's Email Address |
kuoyiyi120783@gmail.com |
| Department |
Institute of Industrial Management |
| Year |
2023 |
Semester |
2 |
| Degree |
Master |
Type of Document |
Master's Thesis |
| Language |
zh-TW.Big5 Chinese |
Page Count |
57 |
| Title |
A Study on the Marketing Strategies of Cama Coffee Brand |
| Keyword |
Brand Connection Dimension
Social Dimension
Cognitive Dimensio
Emotional Dimension
Sensory Dimension
Sensory Dimension
Emotional Dimension
Cognitive Dimensio
Social Dimension
Brand Connection Dimension
|
| Abstract |
This study explores the marketing strategies of specialty coffee brandsĦA taking Cama as an example. The research adopts a questionnaire survey supplemented by qualitative personal interviews and participatory observation to collect relevant documents for data analysis. The results indicate that Cama Coffee can further strengthen its advantages in various dimensionsĦA such as enhancing sensory experience through product improvementĦA strengthening emotional connections with consumersĦA and reinforcing brand image promotion. These strategies are essential to maintain competitiveness and increase market shareĦA especially in today's highly competitive branded coffee market. Specialty coffee brands need to develop attractive and unique marketing strategies to build brand loyalty and attract new customers. Based on Schmitt's (1999) five dimensions of experiential marketingĦA including the sensoryĦA emotionalĦA cognitiveĦA socialĦA and brand connection dimensionsĦA it is evident that understanding consumers' feelings and experiences with the brand is crucial for brand marketing. Schmitt's (1999) five dimensions of experiential marketing theoryĦXSenseĦA FeelĦA ThinkĦA ActĦA and RelateĦXare significant concepts in the field of brand marketing. These five dimensions represent the layers of consumer experience during brand interaction and serve as critical references for brand building and marketing strategy formulation. These strategies enhance Cama's unique brand image in the competitive coffee market and clearly delineate its loyal customer base. |
| Advisor Committee |
WU,YI-YEN - advisor
Lin, Chiu-Tang - co-chair
WU,YI-YEN - co-chair
YANG, WEN-HUI - co-chair
|
| Files |
indicate access worldwide |
| Date of Defense |
2024-07-03 |
Date of Submission |
2024-08-26 |
