連鎖餐飲業品牌故事行銷之研究－以王品集團為例

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Title:	連鎖餐飲業品牌故事行銷之研究－以王品集團為例
Other Titles:	The Story Marketing Study of the Brand of the Wowprime Groups
Authors:	陳志成 Chen, Chih-Cheng
Contributors:	傳播學系蔡鴻濱 Hung-Ping Tsai
Keywords:	品牌;王品集團;連鎖餐飲業;故事行銷 brand;Wowprime Groups;chain restaurant industry;story marketing
Date:	2015
Issue Date:	2015-09-10 16:47:52 (UTC+8)
Abstract:	本研究希望，藉由品牌故事的分析，了解王品集團是如何以故事進行品牌定位打造品牌行銷。研究對象選定王品兩本專書共92則故事。研究方法採質性研究之文本分析法，以開放性編碼建構文本類目，從而發掘出現於品牌故事背後所蘊藏的涵意。　　本研究過程，經由對研究對象之文本類目的歸納編碼及數據整理，以人物角色、情節與衝突等三項主類目來進行分析，探討王品的品牌故事對於不同類目所著重的故事行銷元素為何以及傳遞哪些重要訊息？　　研究者發現，每一個人物角色都是獨特的品牌代言人，其特質寓意著品牌的內涵，故事裡的人物角色建構出的特質是可以被行銷的。分析文本中的情節類目主要聚焦在記錄創業歷程、營造歡聚一堂、擁抱溫馨關懷、反思人生體悟、重視訓練學習這五種類型。　　一言以蔽之，「一家人主義」是王品集團最重要的企業理念與核心價值，王品集團以「家」為品牌故事概念，打造「一家人」的故事訊息進行行銷。　　This research aims to figure out how the ＂Wowprime＂ make it by means of brand story analysis. A total of ninety two stories in two books are selected as the research objects. 　　In this paper, the research method adopts quality analysis. And a open coding method for category establishment is used to dig out the meaning in these brand stories. Character, scenario, and conflict are the three major items taken for analysis. Besides, we will investigate what the focus sale element will be for various categories by means of category coding and data analysis.　　Until now, researchers have found that each character in the brand story implies the brand's meaning. In this paper, there are five types of scenario including starting a business, making great atmosphere, giving warm care, understanding life meaning, and emphasis on training and learning to be focused.　　Finally, the conclusion is that the most important principal of industry and its core value will refer to the concept of being a family. Wowprime groups uses the ideal of family to develop their brand story and goes into the sale activities successfully.
Appears in Collections:	[Department of Communication] Disserations and Theses

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