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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/67488

    Title: 品牌故事分析與比較-以古早味美食產業為例;An Analysis and Comparison of the Brand Stories for The Old-Time Delicacy
    Authors: 廖闈寧;Liao,Wei-Ning
    Contributors: 企業管理學系在職專班
    Keywords: 古早味 美食;品牌故事;The Old-Time Delicacy;Brand Story
    Date: 2015-06-11
    Issue Date: 2015-07-30 19:32:13 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 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。
    ;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.
    Appears in Collections:[企業管理學系碩士在職專班] 博碩士論文

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