烤肉備品業網路行銷策略之個案研究-以時緻烤肉社為例

A Case Study on The Online Marketing Strategy of Barbecue EquipmentIndustry-Taking Shi Zhi Barbecue as An Example

宮劭鈞(Shao-Jyun Kung)

指導教授 ： 周少凱

嶺東科技大學/商管學院/國際企業系碩士班/碩士(2022年)

摘要

台灣的烤肉風氣興盛除了節日烤肉之外，團體聚餐或家庭戶外活動均會有烤肉之需求，甚者烤肉用具與食材的準備，已有業者提供專業的服務，而本研究參考的時緻烤肉社是由一群熱血的年輕人所共同創立，希望能夠藉由烤肉相關產業讓人了解烤肉文化的美好，因此，時緻烤肉社該如何在烤肉備品市場中立足，為本研究之主要動機。
本研究旨在探討烤肉備品業之策略規劃，以質性研究為主軸，首先藉由文獻資料探討烤肉備品業的沿革與未來趨勢，利用個案研究法擬定未來行動方案，為確認時緻烤肉社行動方案之可行性，了解顧客之消費傾向並修訂符合顧客需求之策略。透過重要性績效表現分析，從成功要因中篩選出重要性高但績效表現有改善空間且需優先改善的關鍵成功要因，包括食安和行銷手法。依據關鍵成功因素擬定出食安行銷行動企劃，經由時緻烤肉社內部的高階主管共同討論出的結果，最終擬定所提供的食材都會經過安全衛生得檢驗並通過政府的核准推出CAS肉品、合格廠商食材、ISO9001、NACCP雙認證，且產品保責任險，讓顧客取得乾淨品質信賴的產品。接著進行網路平台的開發，方案目標設定為在３個月內藉由IG、FB、LINE等網路平台，提高時緻烤肉社銷售量及知名度。

關鍵字

烤肉 ； 烤肉備品業 ； 網路行銷

並列摘要

Taiwan's barbecue atmosphere is booming. In addition to the festive barbecue, there is a need for barbecues for group dinners or family outdoor activities. Even the preparation of barbecue utensils and ingredients has provided professional services. The Shizhi Barbecue Club referenced in this study was co-founded by a group of passionate young people, I hope that people can understand the beauty of barbecue culture through barbecue related industries,Therefore, how should the Sincere Food Barbecue Company be? The base of the barbecue spares market is the main motivation for this research.
The purpose of this study is to explore the strategic planning of the barbecue food industry. Taking qualitative research as the main axis, we will first discuss the evolution and future trends of the barbecue equipment industry through literature and literature, and use the case study method to formulate future action plans to confirm the action of the sincerity barbecue club. The feasibility of the program, understanding the consumer's propensity to consume and revising the strategy that meets customer needs. Through the importance performance analysis, the key success factors of high importance but performance improvement and priority improvement are selected from the success factors, including food safety and marketing techniques. Based on the key success factors, the food safety marketing plan was drafted, and the results of the discussion were jointly conducted by the senior executives inside the Sakai Roasted Restaurant. The ingredients were finally tested and approved by the government and approved by the government. Manufacturers' ingredients, ISO9001, NACCP double certification, and product warranty liability insurance, allowing customers to obtain clean and reliable products. Then, the development of the network platform was carried out. The goal of the program was to increase the sales volume and popularity of the Sincere Food Barbecue Company by using IG, FB, LINE and other online platforms within 3 months.

並列關鍵字

barbecue ； Barbecue food industry ； Internet Marketing

參考文獻

參考文獻

一、中文文獻

七里香(2019)。七里香產品。取自：http://www.8bqclub.com.tw/about.html

三民輔考(2018)。策略的層次之總體策略。取自: ：

https://www.3people.com.tw/%E7%9F%A5%E8%AD%98/%E7%AD%96%E7%95%A5%E7%9A%84%E5%B1%A4%E6%AC%A1/--%E5%85%AC%E8%81%B7%E7%89%B9%E7%A8%AE%E8%80%83%E8%A9%A6-%E9%90%B5%E8%B7%AF%E7%89%B9%E8%80%83-%E9%81%8B%E8%BC%B8%E7%87%9F%E6%A5%AD-%E9%81%8B%E8%BC%B8%E7%87%9F%E6%A5%AD(%E9%90%B5%E8%B7%AF%E4%BD%90%E7%B4%9A)/e5e1fc4c-09d4-4103-aeeb-412e113502d3