- 期刊
- OpenAccess
Brand Equity Management for Luxury Food Products based on the Customer Service Strategy
並列摘要
This study aims to analyze the brand equity management for luxury food products based on the customer service strategy. The literature review is delivered to launch the foundation of the service strategic analysis. The importance of the customer service strategy is enlightened to analyze the brand equity of luxury food products. The Kotler mode was adopted to establish the brand equity management system to investigate the customer service strategy. Then, the famous luxury food products brand, Chinese caterpillar fungus, was selected as the research object to analyze the problems in current relationship between the brand equity and the customer service. The analysis results show that the problems derive from the complicated external environment and mistakes in the internal management and the customer relationship management could improve the relationship between the customers and the corporations. Based on the model in this study, some suggestions are given to the problems in the customer service management.
延伸閱讀
- Liao, C. S. (2009). A Study of Marketing Strategy Based on Perceived Quality, Brand Position and Product Innovation [doctoral dissertation, Chung Yuan Christian University]. Airiti Library. https://doi.org/10.6840/cycu200900626
- 曹文琴、曾雅玲、陳玉樺（2010）。Brand Extension Evaluations in Service Industry across to Manufacture Consumer Market。行銷評論，7(3)，299-322。https://doi.org/10.29931/MR.201009.0002
- Deng, X. C. (2016). Marketing Strategy for Food Enterprise Based on Consumer's Behavior. Advance Journal of Food Science and Technology, 10(1), 22-25. https://www.airitilibrary.com/Article/Detail?DocID=20424876-201601-201602160008-201602160008-22-25
- 姜淳方、黃郁敏、黃琦婷（2017）。Evaluating Customer's Brand Attitude toward Hospitality Brand Extension。全球管理與經濟，13(1)，73-92。https://doi.org/10.6565/JGME.2017.06(1).5
- 王月鶯、陳世頡、呂萬吉、何旻娟（2019）。A Study on the Correlation between Light Food Restaurant Experience Marketing, Brand Trust and Brand Value。管理實務與理論研究，13(2)，23-39。https://doi.org/10.29916/JMPP.201912_13(2).0002