臺中市烘焙名店之商品與包裝策略研究

Produce and packing strategy research of a famous bakery in Taichung

鄭宇涵(Yu – Han Cheng)

指導教授 ： 黃雅卿

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2011年)

https://doi.org/10.6826/NUTC.2011.00016

摘要

臺灣烘焙業經過多年的演進，不管是在產品口味、樣式和外貌上都有明顯的進步，而臺中素有「糕餅之鄉」的美譽，烘焙特色商品更是豐富多元，但大多數的店家欠缺一個完整的商品包裝策略與品牌形象，為滿足消費者的需求與選擇，老店的轉型、行銷手法的改變、烘焙食品的創新與獨特的設計更是現在烘焙業在商品包裝策略上的主力範圍，也是影響消費者購買的關鍵。因此本研究以臺中市烘焙名店的成功商品為案例，經由田野調查蒐集近年來的包裝樣本，加以統整歸納、比較分析其產品的包裝表現戰略，進一步探討產品的內容、規格，包裝的命名、圖形、文字、色彩、形態與組合，以及銷售策略做分析研究，並探討臺灣烘焙業近年來的包裝趨勢、消費者心理需求與伴手禮文化形成之因素，藉由相關資料的文獻及問卷、訪談結果，統整歸納以利後續的相互比較分析，探討烘焙商品成功的重點與商品的包裝策略規劃，最後提出烘焙包裝的未來發展建議及喚起烘焙業者與包裝設計者對包裝策略的重視。
從研究中發現並得知，由於大環境的變遷，社會結構的改變，國民所得的提高，臺灣人對於烘焙食品的需求也從傳統的祭祀糕點轉變為主食與休閒的甜品，烘焙食品的種類也更加多元，因此在烘焙的包裝也有了更多樣的形式與轉變，透過嶄新的包裝技術讓產品能夠保持新鮮，網購的興起讓烘焙市場多了一條新通路，也因宅配的流通使包裝更加適合運送。
而針對消費者行為意象問卷調查的統計資料顯示，國人長年來以烘焙商品做為送禮的人有六成左右，並有半數以上的人會選擇家喻戶曉的烘焙名店，在食用上，以常做為正餐或點心用的麵包最多，蛋糕與傳統糕餅則是常被拿來做為送禮的品項。消費者在購買時有八成會注重產品的外觀和

包裝設計質感，造型與色彩更影響消費者的關鍵，而銷售人員的貼心引導則會讓消費者注意到店內商品，進而購買。
而對於烘焙產品與市場行銷方式的統計，顯示消費者在品質優良、口味獨特、外觀特殊、成分說明、產品資訊五者是消費者「非常注重」的，而有接近五成的受訪者「注重」產品的外觀與產品塑造出的故事，在市場的行銷層面上，受訪者「最注重」服務的周到，當然在品牌形象、店面印象、價格促銷、媒體宣傳與網路行銷部分也不能少，亦是消費者所「重視」的，而近年來烘焙業趨向多元化的經營，因此在門市的服務上除了販售原有的商品外，增加可以讓消費者休閒與品嚐的空間更是未來的主要趨勢。價格促銷上則是看準臺灣人生性喜歡撿便宜與比價的心態，適時的打出促銷活動也會特別受到消費者青睞；媒體的宣傳與網路行銷則像是為產品背書，讓消費者多了份信心。
在烘焙商品的包裝策略上：（1）展現自我風格的「獨特策略」；（2）特殊優點與文化特色定位的「說故事策略」；（3）提升商品整體形象的「質感策略」；（4）穩固商品運輸得宜的「信賴策略」；（5）產品優良追求進步的「保證策略」；（6）推陳出新又多元化的「替換策略」；（7）達到品味價值感受良好的「共感策略」；（8）附加銷售價值的「吸引策略」。

關鍵字

烘焙 ； 名店 ； 商品 ； 包裝策略

並列摘要

After many years processive Taiwan's bakery whether product's taste ,sort or semblance also a obvious progress and then Taichung is "the homeland of confectionary",so you can see that confectionary in there are very diversification,nevertheless,there are many bakery lack of a whole packing strategy and brand image,in order to suffice for "need" and "choose"of consumer.From now on Reform ;Marketing technique changing ;Product innovation and Unique design,are the main scope of the baking industry in commodity packaging strategy,be the way the above points also are the key to consumers to buy or not.
Therefor this research to Taichung Famous bakery shop merchandise as a case.Through anecdotal survey of packaging samples collected in recent years,to Integration summary and Comparison and analysis these product packaging strategy, Further discussion on the product for thire Sort;Specifications; Package naming; Graphics; Font face; Use of color;Morphology,Combination of packaging,And Sales strategy to analysis,and exploring Taiwan packaging trend of bakery industry in recent years,Psychological of consumers needs and souvenirs formation of cultural factors,Through data associated with literature and questionnaire;Interview results,integration summary to facilitate follow-up of mutual comparative analysis,Discussion on the baked goods success key point and commodity packaging strategy planning,
To concludes bakery package of recommendations for future development and arouse the baking industry and packaging design, emphasis on packaging strategy.
Discovery from the research to know.Due to the large changes of the environment,changes of social structure, increase of national income ,Taiwanese demand for confectionary also from traditional sacrificial cake Change to dessert food and leisure.Types of confectionary are more diversified.So in confectionary and packaging also has a more varied forms of change, through the new packaging technology enables products to keep fresh .Rise of the net purchase of bakery market a new way,Also delivery circulation make packaging more suitable for transportation.
Image survey for the consumer show that,To confectionary as a gift to people for many years people have about 60%,And more than half of the people will choose to famous bakery.On the food,To make for dinner or dessert bread for the most,Traditional pastry and cake is often brought as gifts.80%of consumers will focusan the appearance of the product and packaging design textures when they buy,Shape and color key to influence consumers,While intimate guided from sales will let consumers pay attention to in-store merchandise,Thus purchased.
For bakery products and marketing statistics,Shows that Good quality;Special taste;Special appearance;Component description;Product information also are great attention to the consumer,Nearly 50% of respondents "attention to" products of product shape and appearance of the story,on the marketing aspects of market,respondents "most attention" on service,Of course in brand image,Store impression,Price promotions, media publicity and Internet marketing section can not be less,also are consumers "importance",bakery industry trends in recent years a wide range of business, In retail services in addition to the sale of original goods,Can increase consumer leisure and enjoy the taste of space is the future of the main trends.Price promotion is seen on Taiwan life-like mentality of picking up cheap and prices,Timely play promotions are also particularly vulnerable consumers; Media publicity and Internet marketing is like a product endorsement, give consumers more confidence.
Bakery on commodity packaging strategy,(1)Show own style of "unique strategy";2) special advantages and culture features positioning of "said story policy"; (3) upgrade merchandise overall image of "texture policy"; (4) solid merchandise transport properly of "trust policy"; (5) products fine pursuit progress of "guarantee policy"; (6) innovation and diversified of "replace policy"; (7) reached taste value feel good of "total sense policy"; (8) additional sales value of "attract policy".

並列關鍵字

bakery ； shops ； commodity ； packaging strategies

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