台北市客家餐廳整合行銷傳播之研究

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题名:	台北市客家餐廳整合行銷傳播之研究
作者:	葉韋岑;Wei-Tsen Yeh
贡献者:	客家政治經濟研究所
关键词:	整合行銷傳播;客家飲食;客家餐廳;台北市;Hakka Restaurant;Taipei;IMC;Hakka Food
日期:	2008-06-10
上传时间:	2009-09-22 10:03:15 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	由於近幾年來台北市客家餐廳的數量快速地成長，在餐飲市場中佔有一席之地，而在這競爭激烈的餐飲環境中，為了吸引消費者上門，台北市客家餐廳如何創造差異化，以及如何利用各種行銷手法及傳播工具，傳達餐廳的訊息給消費者，在消費者心中建立良好的餐廳形象與服務，這是台北市客家餐廳業者所需重視的課題。然而傳統行銷觀念的式微，整合行銷傳播的興起，這將是今日及未來產業界無法抗拒的一股風潮，所以本研究擬將國內外學者關於整合行銷傳播的理論做一番整理與分析，做為進行研究的理論依據，並以台北市客家餐廳為研究對象，針對台北市客家餐廳的業者與消費者，採用質化方法的深度訪談與量化方法的問卷調查蒐集本研究所需的資料。因此，本研究之目的：(1)瞭解台北市客家餐廳的經營現況；(2)分析台北市客家餐廳業者運用整合行銷傳播工具的情形，以及和利益關係人互動的情況；(3)探討消費者與整合行銷傳播工具接觸的情形和影響效果；(4)瞭解消費者的滿意度、忠誠度與餐廳知名度，以及三者之間的相關性；(5)針對本研究分析的結果，希望未來能提供相關整合行銷傳播上的建議，可供客家餐廳業者參考。 Due to the rapid increases on the number of Hakka restaurant in Taipei within the recent years in the food industry, and in this highly competitive restaurant environment, in order to attract consumers, the Hakka restaurant in Taipei have to emphasis on how to create differences, and to use all kinds of marketing strategy and communication tools to delivery the restaurant messages to consumers. Also most important challenge among the Taipei Hakka restaurant is to establish a good image and service to the consumers. Nevertheless the concepts of traditional marketing have developed integrated marketing communications, and this is a trend that today and future industry can not resist. This study review were to compile, summarize and analysis on the theoretical evidence-base on domestic and foreign authors reviews on the integrated marketing communications, and at the same time to conduct detail interviews and quantitative method of questionnaire survey with Taipei Hakka restaurants and consumers to collect relevant information. The objectives of this review is to (1) understand the current operating condition of Taipei Hakka restaurant (2) analysis the integrated marking communication tools that is used, interaction with stockholder in Taipei Hakka restaurants (3) investigate the effects and interaction between consumers and integrated marketing communication (4) understand the relationship between consumer’s satisfaction, loyalty and notability of the restaurant (5) base on the analysis result of this study hope in the near future can provide useful reference information on integrated marketing communication for Hakka restaurant industry.
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