以消費者觀點探討台灣香氛產業創新行銷之研究

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/29083

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Title:	以消費者觀點探討台灣香氛產業創新行銷之研究
Other Titles:	Research on Innovative Marketing of Taiwan's Aroma Industry from the Perspective of Consumers
Authors:	陳炫良 CHEN, SHUAN-LIANG
Contributors:	企業管理學系管理科學碩博士班范惟翔 FAN, WEI-SHANG
Keywords:	香氛產業;創新行銷;台灣原香;馬告;產業鏈 Aroma Industry;Innovative Marketing;Native Aroma of Taiwan;Litsea Cubeba;Industrial Chain
Date:	2022
Issue Date:	2022-08-31 09:37:35 (UTC+8)
Abstract:	美好的味道豐富了我們的生活，透過香氛味道讓人們感官愉悅豐富了我們的生活，無形的味道在行銷上無法透過文字與影像讓消費者聞到這香氣，行銷端勢必要有創新的思維才能達到宣傳目的與產業永續，本研究以消費者觀點來探討香氛產業創新行銷之研究以台灣原香之一馬告香料為本研究探討之開端，及台灣香氛產業為例了解整體發展與應用狀況，與消費者觀點的創新行銷探討，及跨領域結合落實於生活文化，台灣香氛品牌在市場創新行銷的機會點，分析台灣香氛產業現況與未來發展趨勢，產業整體與跨領域異業合作，香氛產業鏈整合創新行銷模式。藉由個案訪談香氛產業實際參與者，整理分析彙整之創新行銷概念，並對未來發展方向提出香氛產業鏈實務上操作建議，期許為台灣香氛產業創造出可運用的創新行銷模式提升產業在國際市場聲量與永續。　　Good taste enriches our life and Intangible taste cannot let consumers smell this aroma through words and images in marketing, and it is necessary to have innovative thinking in marketing Only in order to achieve the purpose of publicity.　　This Research on innovative marketing of Taiwan's industry development and Taiwan is known as the island of Formosa of spices a study of Litsea cubeba beginning in this research and Taiwan's aroma industry as an example to understand the overall development and application status, marketing strategies with consumers' point of view, and cross-field integration into life culture, opportunities for Taiwan's fragrance brands to innovate marketing in the market, and analyze the current situation of Taiwan's aroma industry With the future development trend, the industry as a whole cooperates with cross-field and different industries, and the aroma industry chain integrates innovative marketing models. Through case interviews with actual participants in the aroma industry, organize and analyze the integrated innovative marketing concepts, and put forward practical operation suggestions for the fragrance industry chain for the future development direction, hoping to create an applicable innovative marketing model for Taiwan's fragrance industry to enhance the industry. Sound volume and sustainability in the international market.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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