| 摘要: | 近年來觀光產業蓬勃發展，伴手禮成為觀光客消費市場中很重要的一環。而作為代表台灣的伴手禮中又以鳳梨酥最具有指標性，鳳梨酥產業因此高度成長。鳳梨酥在烘焙技術上，屬於基礎烘焙產品，所以販售的通路十分廣泛。因此，如何在廣大的競爭者中，成功經營鳳梨酥的品牌在市場上佔有一席之地，便是經營者必須面對的問題。本研究以彰化縣秀水鄉旺梨小鎮為個案，探討其在鳳梨酥經營上的關鍵成功因素為何。 本研究以層級分析法來探討鳳梨酥經營的關鍵成功因素，以三大構面「產品品質」、「市場通路」、「促銷策略」，以及九項評估項目「口感風味」、「食材製作」、「產品包裝設計」、「店面販售、「網路販售」、「機場免稅店」、「體驗活動」、「媒體廣告」、「置入性行銷」。 研究結果顯示：「產品品質」是最重要的構面，其中「口感風味」、「食材製作」、「產品包裝設計」三項評估項目在整體權重分析中也分占第一位至第三位，是最重要的關鍵成功因素。
In recent years, the tourism industry has developed vigorously, and the gift has become an important part of the tourist consumer market. As a representative of Taiwan, the pineapple cake is the most indexable, and the pineapple cake industry is highly grown. Pineapple cake is a basic baking product in baking technology, so the sales channels are very extensive. Therefore, among the vast number of competitors, the successful operation of the brand of pineapple cake has a place in the market, which is a problem that operators must face. This study takes Pineappletown, Xiushui Township, Changhua County as a case to discuss the key factors in its success in the management of pineapple cake. This study uses the stratified analysis method to explore the key success factors of the management of the pineapple cake. The three major facets are ＂product quality＂, ＂market access＂, ＂promotional strategy＂, and nine evaluation items ＂taste flavor＂ and ＂food production＂. ＂Product Packaging Design＂, ＂Store Sales, Online Sales＂, ＂Airport Duty Free Shop＂, ＂Experience Activities＂, ＂Media Advertising＂ and ＂Placement Marketing＂. The results of the study show that ＂product quality＂ is the most important facet, and the three evaluation items of ＂taste flavor＂, ＂food production＂ and ＂product packaging design＂ also occupy the first to third place in the overall weight analysis. , is the most important key success factor. |
