巧克力產業探討之研究—以18度C 和妮娜巧克力為例

The Research of Chocolate Industry Takes Feeling 18 and Cona’s Choclolate Castle as an Example

楊子儀(Tzu-I Yang)

指導教授 ： 楊明青

國立暨南國際大學/管理學院/區域發展重點產業碩士專班/碩士(2020年)

https://doi.org/10.6837/ncnu202000165

摘要

本研究為了解巧克力產業之區域發展現況，故以埔里在地知名巧克力產業市場中之18度C 和妮娜巧克力之兩家企業比較設定為研究主題，希望透過本研究可以針對大環境中之自身公司、客戶與競爭對手的相互理解，提供企業經營者發展決策及未來研究相關主題之參考。
本研究除了探究個案背景，其產業市場分析，是透過PEST 分析掌握大環境變化，並透過 SWOT 與 TOWS分析掌握自身公司的優勢與弱點，並採用4P分析競爭對手的行銷策略，最後根據JC SWOT分析法兩者的相互比較分析。另外，文本閱讀新聞報導資料加上就近現地不定期觀察3個月是研究者用來共同探討遊客對不同經營模式之企業(觀光工廠與店家)的各項服務體驗之提供與傳遞程度。
本研究結果發現，受訪者對於觀光工廠最重視的是主題性產品，店家最重視的是實物產品，因此可判斷觀光旅遊消費者對不同的經營模式所重視的服務體驗區塊仍然有著明顯的差異。最後研究者進而歸納比較觀光工廠與商圈之經營模式異同，並提出對兩個案研究後續經營之改善建議。

關鍵字

巧克力產業 ； 區域發展現況 ； 埔里在地知名巧克力產業

並列摘要

This research is to understand the current status of the regional development of the chocolate industry. Therefore, the comparison between the two companies of 18 degrees C and Nina Chocolate in the well-known Puli chocolate industry market in Puli is set as the research theme. I hope that this research can target the two companies in the large environment. The mutual understanding of the company, its’ customers and competitors provides a reference for the relevant topics of enterprise managers' development decisions and future research.
In addition to exploring the background of the case, this study's industrial market analysis is to grasp the major environmental changes through PEST analysis, and grasp the strengths and weaknesses of its own company through SWOT and TOWS analysis, and use 4P to analyze competitors' marketing strategies. Finally, according to JC SWOT analysis to have final comparative analysis of the two methods. In addition, the text reading news report materials plus the irregular observation in the nearest place for 3 months are used by the researcher to discuss the degree of provision and delivery of various service experiences of tourists to enterprises (tourist factories and stores) with different business models.
The results of this study found that the respondents paid the most attention to the themed products for the tourist factories, and the physical products were the most valued by the stores. Therefore, it can be judged that the service and experience block that the tourism consumers attach importance to different business models still has obvious difference. Finally, the researchers summarized the similarities and differences between the business models of the tourist factory and the business district, and come up suggestions to improve the follow-up management of the two cases.

並列關鍵字

chocolate industry ； Regional Development Focuses ； Puli chocolate industry market

參考文獻

參考文獻

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3. 鄭政宗、朱瑞淵、陳宗玄。(2011)。產品認知、服務感受、企業形象影響、企業形象影響購買意願之研究-以FEELING 18巧克力工房為例 。 取自http://ir.lib.cyut.edu.tw:8080/retrieve/30160/

4. 每日頭條 (2017) 。 工廠觀光，台灣真不是蓋的。取自https：//kknews.cc/travel/g89zz38.html