休閒零食領導品牌之品牌定位研究

品牌代表產品的一種形象、價值理念和識別，而每個品牌的差異化、主要客群、核心價值形成該品牌在市場上的定位以及消費者心中對於該商品的形象。建立良好的品牌定位可提升消費者忠誠度，為公司帶來更多的獲利。本研究以喜年來公司作為個案研究品牌定位策略--喜年來不僅是休閒食品的領導品牌，也早已成為台灣蛋捲的代名詞。然而，消費者需求變化和市場上各式新產品的出現等因素導致喜年來在休閒食品產業競爭環境日益激烈，也必須逐漸開始思考如何在品牌上、產品上、包裝上和行銷上做出各種新穎的表現。本研究使用質化和量化方法釐清消費者對於喜年來蛋捲的品牌認知和形象，再透過以上分析結果塑造更好的品牌策略和競爭策略。分析結果顯示，喜年來蛋捲擁有大眾化的口味和口感，主要客群為30-54歲的男性，但喜年來是一個被消費者視為逐漸老化的品牌，且品牌形象和主要競爭者義美有許多重疊之處，顯示品牌再造為喜年來當務之急。

關鍵字

蛋捲；品牌；消費者行為；休閒食品；品牌定位

並列摘要

Brands represent a product's image, value, and identity. A brand's differentiators, target customers and core values form the brand positioning and affect consumers' perceptions. A strong brand position can increase consumer loyalty and profits. This study uses Serena Foods to evaluate brand positioning strategies. Serena is not only a leading brand of snack products in Taiwan, but is synonymous with egg roll snacks. However, changing consumer tastes and new products have resulted in increased competition, requiring Serena to reconsider its branding, product, packaging, and marketing strategies. Using quantitative and qualitative analysis, this study seeks to understand consumer perceptions of brand identity and brand image, in order to develop better brand and competitive strategies. The results of the study show that Serena egg roll snacks have popular appeal and that males aged 30-50 years old are the main consumer group. However, Serena Foods is perceived as an aging brand, with brand image that overlaps with its main competitor, I-Mei, highlighting the urgent need for brand revitalization.