台灣街頭飲料國際行銷策略之研究-以珍珠奶茶為例

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題名:	台灣街頭飲料國際行銷策略之研究-以珍珠奶茶為例 Taiwanese Street Drinks on the International Marketing Strategy-Case Study in Pearl Milk Tea
作者:	賴淑惠 LAI, SHU-HUI
貢獻者:	創新與創業管理碩士學位學程
關鍵詞:	產品創新;服務創新;情感體驗;產品設計;使用者經驗 Product Innovation;Service Innovation;Emotional Experience;Product Design;User Experience
日期:	2020
上傳時間:	2020-04-09 08:46:56 (UTC+0)
出版者:	亞洲大學
摘要:	台灣街頭飲料近年來已在多個國家展店與呈現多元化之發展，並造成排隊之熱潮，可以預期未來市場將會漸漸飽和，多個廠牌將彼此競爭瓜分國際市場，產生許多各式各樣不同的飲品可以選擇，飲料不僅要好喝，也必須有合適之行銷策略才可以獲得市場之認同。本研究針對台灣街頭飲料於國際市場行銷策略之議題，以服務創新為基礎，提出產品設計創新模式，以達成產品設計實務，進而以A產品珍珠奶茶為例，提出產品創新。主要核心價值為提供一個表達心意的機會，同時也是一份禮物，設點在各大商圈，藉由客製化的珍奶容器和標籤，傳達說不出的愛，也希望藉由這樣的服務，推廣不只喝珍奶，容器亦可以繼續使用健康多喝水的觀念。 In recent years, Taiwan's street drinks have been diversified in several national exhibition stores, and have caused a queue of enthusiasm. It is expected that the market will gradually become saturated in the future. Many brands will compete with each other to divide the international market, resulting in many different types. Different types of drinks can be chosen. Drinks must not only be good to drink, but also have appropriate marketing strategies to gain market recognition. This research is aimed at the issue of Taiwan street beverage marketing strategy in the international market. Based on service innovation, this paper proposes a product design innovation model to achieve product design practice, and then takes A product pearl milk tea as an example to propose product innovation. The main core value is to provide an opportunity to express your heart, and also a gift, set in the major business districts, through the customized milk containers and labels, to convey the indescribable love, but also hope that by this Service, promotion not only drink precious milk, the container can continue to use the concept of healthy drinking water.
顯示於類別:	[創新與創業碩士在職學位學程] 博碩士論文

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