所謂「民以食為天」,糕餅業乃屬傳統產業,就台灣而言,一般傳統工業較其他科技業落後,但糕餅業屬民生業最基層的一環,與每一位人民生活息息相關。本研究旨在探討台灣糕餅業,如何在消費者心中塑造完美的品牌形象,並採實證分析之方法加以驗證,期望能跳脫過去傳統經營模式,結合網路、創新,進而提供產業升級的模式。 本研究之案例以台中特有著名「蜂蜜蛋糕」為例,首先對於是否再顧與來店次數、間隔消費時間及消費金額之變項顯著相關。另外從消費者實際滿意度的資料透過因素分析裏萃取4個因子,利用邏輯斯迴歸分析判別消費者對N蛋糕企業再顧與否,其判別正確率為94.1%。最後利用績效評估矩陣含績效管制界限方法,從消費者顧客意見表中找出消費者期望重要度與消費者實際滿意度,從兩者之18個題項中找出3個題項認知差異是要改善,其改善題項為停車便利性、招牌醒目度、工作人員對商品介紹專業度。本文將此結果提供N蛋糕企業之經營者作為日後改善依據,以期能提高其企業經營績效。
The so-called "food", pastry is a traditional industry, Taiwan, the traditional industrial backward compared with other technology industry, but the bakery industry is a people''s livelihood industry is one of the most basic and closely related to each one of people''s lives. The purpose of this study was to investigate the pastry industry, how to create the perfect brand image in the minds of consumers, and adopt the methods of empirical analysis to verify it, and expect to escape the past, the traditional business model, with the Internet, innovation, and thus the pattern of industrial upgrading . Case of this study to Taichung unique to the famous "honey cake", for example, whether to care and to store the number of first time and the consumption amount of interval consumption significantly correlated variables. In addition to consumer satisfaction information extracted through factor analysis, four factors, using logistic regression analysis to distinguish consumers on the N-cake enterprise to care or not, distinguish the correct rate of 94.1%. Finally, the performance evaluation matrix containing the performance of the control limits for method, find out the actual satisfaction of consumer expectations and consumers from the consumer customer feedback form, cognitive differences between the 18 items to identify three items to improve, the improvement items for parking convenience, eye-catching signs, the staff of goods on a professional degree. In this paper this cake enterprises operating as that in the future to improve the basis, in order to improve their business performance.