dc.description.abstract | HeiSong soda is the oldest beverage in Taiwan. It has been committed to brand management for a long time. The bottle cap logo is the best trademark of brand equity of HeiSong. At present, the growth of beverage market has slowed down obviously, while the impact of modern channels on the beverage industry is deepening day by day. Through vertical integration, large beverage manufacturers have grasped the market power and consumer market information of channels, and have also fully grasped them cost advantage. The ecology of the beverage market has changed a lot, and the brand management strategies of beverage manufacturers in different stages must be different. In addition, it is quite successful for HeiSong Company to adopt the business model of diversified brands. It is necessary to have a detailed understanding and discussion of the brand diversified management strategies adopted by enterprises with a long history like HeiSong Company in various stages.
In addition to the introduction and conclusion, this paper is divided into three chapters. The first chapter is the development process of Taiwan′s beverage industry, which makes an overall understanding of the development process of Taiwan′s beverage industry after the war. The content includes the definition and category of beverage industry, supply chain structure, development overview, and current situation of beverage industry. The second chapter is the history and beverage brand development of HeiSong Company. It is mainly divided into two parts, the first part is to explain the history; the second part is to explain the beverage brand development at that time. The third chapter is the recent history and beverage brand development of HeiSong Company. It is mainly divided into two parts. The first part is to explain the history, according to the age; the second part is to explain the development of beverage brands at that time. Finally, the development process of black pine enterprise in the past hundred years can be summarized to cover the process of entrepreneurship, wartime control, restarting in the early postwar period, leading the market, foreign brand challenges, etc.; over the years, the quality of HeiSong has been repeatedly affirmed by all sectors of society, and HeiSong soda has been loved by people for many years, at the same time, it is also constantly changing and innovating. | en_US |