本研究以三個台灣古早味美食品牌，富品家、竹柏苑、白玉炊做為研究個案，目的在於探討品牌故事的故事類型，並分析品牌故事的相異、相同之處。有鑑於故事的穿透力，希望藉由品牌故事的探討與分析，提供打造品牌故事的關鍵給台灣古早味美食產業作為參考，讓其可以加以擷取，成為後人的他山之石，將台灣傳統古早味美食融入台灣文化、賦予有生命的價值。 本研究運用內容分析法的方式，針對三家台灣傳統古早味美食品牌官方網站及官方經營之部落格上的品牌故事做為文本進行分析。 本研究發現，富品家、竹柏苑、白玉炊品牌故事的內容中，有四個共同的故事類型：關於創辦人的故事、關於願景的故事、關於產品的故事、關於品牌價值傳遞的故事，但故事類型分布的比重並無一致性。三個品牌以自已的節奏，展現出品牌自我的本質與精髓價值，塑造出品牌自我的個性。 ;We take three Taiwanese brands of traditional delicacy for my research. There are FPJ, ZHU-BO-YUAN, and BAI-YU-CHUEI. The purpose is to discuss story types of brand and analyze their differences and similarities. We want to propose the key factor of brand story via their analysis and discussion to industries of traditional delicacy in Taiwan. They could refer to the research to become a model of Taiwanese culture and more valuable. By content analysis method, we make coding of brand stories from official websites and blogs of three Taiwanese brands of traditional delicacy. We discover FPJ, ZHU-BO-YUAN, and BAI-YU-CHUEI stories that describe four the same story types: about founder story, about vision story, about product story and about brand-value story. However, the proportion of story types are not identical. Three brands use their own way to show brand natures, spirits and values that create individual brands.
