- 學位論文
平價休閒食品走向精品之路個案研究 以Magi Planet星球工坊爆米花為例
A Case Study on the Transformation of Affordable Snack Food to the Boutique Market Take Magi Planet Popcorn as an Example
摘要
「企業永續經營」都是公司及創辦人追求的終極目標，過程中面臨許多風險及其帶來的機會與挑戰，想要歷久不衰，勢必要創造被需要的能力，更重要是突破框架創造價值並獲得市場認同感。民以食為天，台灣人創業最熱門產業為食品業，例如：小吃店、咖啡廳、攤餐車、飲料冰品等，在競爭激烈環境中， 創業主都說做「品牌」超級重要，可以找到一個永續發展的市場舞台，但各企業都有生命週期與循環，每個階段都高峰與下坡時後，如何在尚未跌到谷底時，可以及時調整把損失降到最低又徹底的脫胎換骨的轉型。 本管理個案-星奕企業股份有限公司（品牌名：Magi Planet 星球工坊），陳述企業主如何白手起家，在一個競爭激烈的食品產業中，渡過數次危機後，終於在市場建立基礎，看似前景一片大好。創辦人很明白產業週期短，若還在朝著成本降低的經濟模式，沒有做價值提升的發展型態，肯定無法永續經營。毅然決然進行品牌全面進化，突破大家對爆米花廉價的零嘴傳統印象，將一顆顆爆米花打造成高端品牌，也成功打入國際市場也與國際品牌合作，將企業轉化為更具有競爭力的品牌。 本論文內容為研究者之參與品牌轉型過程與經營實務上所累積的經驗整合而成，結合理論與實務經驗，探討個案品牌如何突破重圍顛覆框架大轉型，找到屬於自己的定位、品牌定義與品牌延伸的經營策略規劃，啟發企業經營者進行企業轉型參考或借鏡的做法，進而確保轉型能有通盤之考量與規劃。
並列摘要
“Corporate Sustainability” is the goal pursued by the company founders. In the process, they are faced with many risks that bring the opportunities and challenges. If you want to endure for a long time, it is necessary to create the capabilities that are needed, and more importantly, to break the framework to create value and gain market recognition. Food is the first necessity of the people. The most popular industry for Taiwanese entrepreneurs is the food industry, such as snack bars, coffee shops, food stalls, beverage ice products, etc. In a highly competitive environment, the "brand" is super important, it maybe can find sustainable market. However, each enterprise has a life cycle, and each stage has peaks and downhills. How to make timely adjustments to minimize the loss and reinvent the transformation before reaching the bottom. This management case- PLANETPOP INTERNATIONAL CORP. LTD. (brand name: Magi Planet Popcorn), State how the business owners started from scratch, in a highly competitive food industry, after several crises, finally they established a foundation in the market, it seems that the prospects are promising. The founder understands that the industry cycle is short, and if you are still moving towards a cost-reducing economic model, without a value-enhancing development model, you will certainly not be able to sustainably operate. The founder resolutely carried out rebranding, breaking through everyone's traditional impression of cheap snacks of popcorn, and turning popcorn into a high-end brand. He also successfully entered the international market and cooperated with international brands to transform the company into more competitive brand. The content of this paper is an integration of the researchers’ experience in participating in the brand transformation process and business practices, combining theory and practical experience. Discuss how the case brand subverts the framework and transforms, and finds its own positioning, brand definition, brand extension and the business strategy plan. Encourage business operators to make reference or borrowing from business transformation, and then ensure that the transformation can have overall consideration and planning.