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題名 打造越南火龍果全球品牌行銷策略之研究
A study on building global brand marketing strategies for Vietnam`s dragon fruit
作者 鄭佩英
Trinh, Boi-Anh
貢獻者 洪順慶
鄭佩英
Trinh, Boi-Anh
關鍵詞 品牌權益
品牌行銷
品牌共鳴
Zespri奇異果
Sunkist柑橘
越南火龍果
Brand Equity
Brand Marketing
Brand Resonance
ZESPRI
SUNKIST
Vietnamese Dragon Fruit
日期 2022
上傳時間 6-Jul-2023 16:52:45 (UTC+8)
摘要 越南火龍果在近年來的生產量和外銷量方面有顯著的成長。越南也是亞洲最大的火龍果種植國家，也是全球主要的火龍果出口國家之一。越南火龍果的主要市場是亞洲地區，尤其是中國、泰國、印尼、香港、馬來西亞和新加坡等國家。此外，越南也開始向歐洲（如荷蘭、西班牙、德國、英國）和美洲（如加拿大、美國、智利）等地區出口火龍果。

儘管越南火龍果的出口額每年都有亮眼的表現，但缺乏了統一的行銷計劃和品牌建設，導致越南火龍果無法在市場上充分展示其整體價值，並與其他國家的火龍果形成差異化。另外，新冠肺炎疫情的爆發也對越南火龍果的產量及出口額構成威脅，特別是來自中國市場的競爭。

建立品牌對於產品行銷至關重要，它可以幫助產品在市場上樹立形象，提供穩定的品質保證，並贏得消費者的信賴和喜好。品牌建設還需要根據各個國家和地區的市場需求，制定相應的行銷策略和活動。因此，本論文提出通過探討紐西蘭Zespri奇異果以及美國Sunkist柑橘的品牌行銷策略，來建立出越南統一的火龍果品牌，使其能夠與競爭對手區分開來，提供穩定的高品質產品，並在市場上取得競爭優勢。此外，通過針對不同國家市場的定位和行銷活動，越南火龍果可以提高消費者對其產品的喜愛度和信賴度。
In recent years, Vietnamese dragon fruit has experienced significant growth in terms of production and export volume. Vietnam is the largest dragon fruit cultivating country in Asia and one of the major dragon fruit exporters worldwide. The primary markets for Vietnamese dragon fruits include countries in the Asian region, such as China, Thailand, Indonesia, Hong Kong, Malaysia, and Singapore. Additionally, Vietnam has expanded its dragon fruit exports to Europe (including the Netherlands, Spain, Germany, and the United Kingdom) and the Americas (including Canada, the United States, and Chile), among other regions.

Despite impressive sales figures, Vietnamese dragon fruit still lacks a unified marketing plan and brand development, which limits its ability to fully showcase its value in the market and differentiate itself from dragon fruits produced in other countries. Furthermore, the outbreak of the COVID-19 pandemic poses a threat to the production and export volume of Vietnamese dragon fruit, particularly due to competition from China.

Brand development is crucial for product marketing as it helps establish brand image, provide stable quality assurance, and win consumer trust and preference. Successful brand building requires the formulation of effective marketing strategies and activities based on the market demands of different countries and regions. Therefore, the thesis primarily proposes the establishment of a global brand for Vietnamese dragon fruit by thoroughly examining the brand strategies of Zespri from New Zealand and Sunkist from the United States. This approach aims to differentiate Vietnamese dragon fruits from its competitors, provide consistently high-quality products, and gain a competitive advantage in the market. Furthermore, by targeting and conducting marketing activities targeted at different national markets, Vietnamese dragon fruit can enhance consumer preference and trust in its products.
參考文獻 中文文獻
1. 洪順慶（2006）。台灣品牌競爭力：台灣企業從代工走向自創品牌的策略（初版）。台北市：天下雜誌。
2. 吳克振（譯）（2001）。品牌管理（初版）（原作者：Keller, K. L.）。台北市：華泰文化。
3. 袁世珮、 黃家慧（譯）（2001）。品牌思維 打造優勢品牌的五大策略（初版）（原作者：Knapp, Duane E.）。台北市：麥格羅希爾。
4. 朝陽堂（編）（1995）。創造品牌資產的戰略：品牌經營（初版）（原作者：Aaker, David A., & Biel, Alexander L.）。台北市：朝陽堂文化。
5. 彭建彰、呂旺坤（2011）。品牌行銷與管理（第二版）。台北市：華泰文化。
6. 丁瑞華（2017）。品牌管理（第三版）。新北市：普林斯頓。
7. 陳漢能（2007）。美国新奇士桔农协会运作模式。中國果樹， 2007 (1)，69-70。
8. 湯雪靜（2014）。美國加州柑橘「新奇士」的市場營銷策略。世界農業，2014 (11)，31-34。
9. 賈蕾、彭元（2009）。 美國新奇士橘農合作社的品牌發展之路。中國農民合作社，2009 (4)，61-62。
10. 陳盟松、郭建志、許榮華（2016）。紅龍果日本消費市場及越南產銷現況參訪分享。臺中區農業改良場特刊，2016 (131)，13-28。

英文文獻
1. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
2. Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research 34, No. 3, 347-357.
3. Alvarez, J. B., & Shelman, M. L. (2010). Zespri. Harvard Business School Case, 9-511-001.
4. Barwise, P. (1993). Brand Equity: Snark or Boojum. International Journal of Research in Marketing, 10, 1, 93-104.
5. Blackston, M. (1992). Observations: Building Brand Equity by Managing the Brand’s Relationships. Journal of Advertising Research, 32(3), 79-83.
6. Brasco, T. C. (1988). How Brand Names Are Valued For Acquisition?. Cambridge, MA: Marketing Science Institute.
7. Cruikshank, J. L., & Schultz, A. W. (2010). The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century. America: Harvard Business Review Press, 114-118.
8. Farquhar, P. H. (1990). Managing Brand Equity. Journal of Marketing Research, 30(4), RC7-RC12.
9. Kahle, L. R., Poulos, B., & Sukhdial, A. (1988). Changes in Social Values in the United States During the Past Decade. Journal of Advertising Research, 28(1), 35–41.
10. Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
11. Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th Ed.). England: Pearson Education.
12. Kim, P. (1990). A Perspective on Brands. Journal of Consumer Marketing, 3(7), 20-30.
13. Kirkman, C. H. (1975). The Sunkist Adventure. America: Farmer Cooperative Service, U.S. Department of Agriculture.
14. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). England: Pearson Education.
15. Leuthesser, L. (1988). Defining, Measuring and Managing Brand Equity. A Conference Summary. Cambridge, MA: Marketing Science Institute.
16. Nguyen, H. S., & Ngo, D. M., & Tran, T. O. Y. (2021). Export of Vietnam Dragon Fruit: Potentials and Challenges in the Next Decade. Taipei, Taiwan: Food and Fertilizer Technology Center for the Asia and Pacific Region, 19-31.
17. Simon, C. J., & Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, Winter, 28–52.
18. Stobart, P. (1989). Alternative Methods of Brand Valuation. In: Murphy, J. (ed.), Brand Valuation: Establishing a True and Fair View. London: The Interbrand Group.
19. Shinde, M. S., & Aher, S. S., & Saudagar, R. B. (2018). Dragon Fruit as a Nutraceuticals. World Journal of Pharmacy and Pharmaceutical Sciences, 7(4), 958-972.
20. Shocker, A., & Weitz, B. (1998). A Perspective on Brand Equity Principles and Issues. Marketing Science Institute, No. 88-104, 1-21.
21. Tauber, E. M. (1988). Brand Leverage: Strategy for Growth in a Cost-Control World. Journal of Advertising Research, 28(4), 26-30.


電子化文獻
1. Ahmad. (2019). Feature: Large Scale Dragon Fruit Production in China’s Guangxi Province. International Tropical Fruits Network. Retrieved February 8, 2022, from https://www.itfnet.org/v1/2019/12/feature-large-scale-dragonfruit-production-in-chinas-guangxi-province/
2. Anh Tung. (2015). Thanh Long Loai Qua Giau Tiem Nang. Journal STINFO, 11, 2015. Retrieved February 1, 2022, from http://www.cesti.gov.vn/images/cesti/files/STINFO/Nam2015/So11/Trang 7-12.pdf
3. AtticPaper. (1932). 1932 Sunkist Lemons Ad - How to Serve Tea with Lemon. Retrieved January 14, 2022, from https://www.atticpaper.com/proddetail.php?prod=1932-sunkist-lemons-ad-tea-with-lemon
4. California Fruit Growers Exchange Schmidt Litho. Co. (circa 1900-1940). California Fruit Growers Exchange, Sunkist Californian Oranges. Retrieved January 14, 2022, from https://calisphere.org/item/ark:/86086/n2nz870f/
5. Dao, N. T., & Luong, N. Q., & Nguyen, T. H. (2020). So Tay Huong Dan Xuat Khau Trai Cay Tuoi Sang Thi Truong Trung Quoc San Pham Thanh Long. Retrieved January 5, 2022, from http://lapthach.vinhphuc.gov.vn/Content/UpLoads/FileUploads/Guideline Thanh Long GIZ 19_02_2021.pdf
6. David, L. (2021). What You Didn’t Know About Sunkist. Retrieved December 23, 2021, from https://www.mashed.com/345318/what-you-didnt-know-about-sunkist/
7. FAO. (2020). Fruit and Vegetables – Your Dietary Essentials. The International Year of Fruits and Vegetables, 2021, Background Paper. Rome. Retrieved February 13, 2022, from https://doi.org/10.4060/cb2395en
8. Gunasena, H. P. M., & Pushpakumara, D. K. N. G., & Kariyawasam, M. (2006). Dragon Fruit (Hylocereus undatus (Haw.) Britton and Rose. Chapter 4. Retrieved January 31, 2022, from https://www.worldagroforestry.org/publication/dragon-fruit-hylocereus-undatus-haw-britton-and-rose-fruit-future
9. Ha An. (2021). Chi Dan Dia Ly Thanh Long Binh Thuan Chinh Thuc Duoc Bao Ho Tai Nhat Ban. Industry and Trade Magazine. Retrieved February 22, 2022, from https://tapchicongthuong.vn/bai-viet/chi-dan-dia-ly-thanh-long-binh-thuan-chinh-thuc-duoc-bao-ho-tai-nhat-ban-86271.htm
10. Hirose. (2022). 114 Social Media Demographics that Matter to Marketers in 2022. Hootsuite. Retrieved March 30, 2022, from https://blog.hootsuite.com/social-media-demographics/#General_social_media_demographics
11. Hop Pho. (2021). Thanh Long Binh Thuan Mo Khoa Vao Nhat Ban. Nguoi Lao Dong. Retrieved March 3, 2022, from https://nld.com.vn/kinh-te/thanh-long-binh-thuan-mo-khoa-vao-nhat-ban-20211011201745616.htm
12. Huu Tien. (2021). De Cay Thanh Long Phat Trien Ben Vung. Ap Bac. Retrieved May 29, 2022, from http://baoapbac.vn/kinh-te/202102/de-cay-thanh-long-phat-trien-ben-vung-920394/index.htm
13. Huy Le. (2022). Xuc Tien Xuat Khau Thanh Long Viet Nam Sang Thi Truong An Do. Vietnam Plus. Retrieved May 29, 2022, from https://www.vietnamplus.vn/xuc-tien-xuat-khau-thanh-long-viet-nam-sang-thi-truong-an-do/769169.vnp
14. Knowles, M. (2017). NZ Kiwifruit: How a Major Brand Emerged. Fruitnet. Retrieved December 23, 2021, from http://www.fruitnet.com/eurofruit/article/172018/nz-kiwifruit-how-a-major-brand-emerged
15. Lobo, R., & Bender, G., & Tanizaki, G. (2013). Pitahaya or Dragon Fruit Production in California: A Research Update. Retrieved February 2, 2022, from https://ucanr.edu/sites/sdsmallfarms/files/172469.pdf
16. Marketing Interactive. (2018). Zespri and TSLA Create Giant Human Pinball Game in Experiential Push. Retrieved December 31, 2021, from https://www.marketing-interactive.com/zespri-and-tsla-create-giant-human-pinball-game-in-experiential-push
17. McClelland, T. G. (2014). The Sunkist Sunburst Trademark - A Brief History. Citrus Label Society. Retrieved January 14, 2022, from http://www.citruslabelsociety.com/articles/article-2014-04.html
18. MT. (2022). Xuc Tien Xuat Khau Thanh Long Viet Nam Sang Thi Truong An Do. Retrieved February 8, 2022, from https://dangcongsan.vn/kinh-te/xuc-tien-xuat-khau-thanh-long-viet-nam-sang-thi-truong-an-do-602548.html
19. Nguyen, H. (2022). Xuat Khau Thanh Long Can Huong Di Moi. Cong Thuong. Retrieved February 17, 2022, from https://congthuong.vn/xuat-khau-thanh-long-can-huong-di-moi-170364.html
20. Nguyen, V. H. et al. (2020). The Good Agricultural Practice and Quality System for Pitaya (DF) in Vietnam. Food and Fertilizer Technology Center (FFTC). Retrieved February 2, 2022, from https://www.fftc.org.tw/uploads/act/pdf/20200902013830/S2-1NVHoa-SOFRI-Vietnam1.pdf?1=f%3Dpage
21. Nhu Huynh. (2019). New Zealand Dau Tu Bai Ban Cho Thanh Long Viet Nam Tang Gia Tri Xuat Khau. VietnamBiz. Retrieved February 8, 2022, from https://vietnambiz.vn/new-zealand-dau-tu-bai-ban-cho-thanh-long-viet-nam-tang-gia-tri-xuat-khau-2019060610454677.htm
22. NZ Kiwifruit Growers Inc. (2018). The Kiwifruit Book 2018. Retrieved December 30, 2021, from https://nzkgi.org.nz/wp-content/uploads/2016/12/2017-kiwifruit-book-22-10.compressed-1.pdf
23. Phan, T. T. H. (2019). The Dragon Fruit Export Challenge and Experiences in Vietnam. FFTC Agricultural Policy Platform (FFTC-AP). Retrieved February 1, 2022, from https://ap.fftc.org.tw/article/1598
24. Plant Protection Department. (2018). Thanh Long Viet Nam Xuat Khau: Van De Rao Can Ve Kiem Dich va An Toan Ve Sinh Thuc Pham. Retrieved February 8, 2022, from https://www.ppd.gov.vn/thong-tin-tuyen-truyen/thanh-long-viet-nam-xuat-khau-van-de-rao-can-ve-kiem-dich-va-an-toan-ve-sinh-thuc-pham.html
25. Thanh Binh. (2020). Long An Phan Dau Dat 3,000 ha Thanh Long Tieu Chuan VietGAP. Thong Tan Xa Viet Nam. Retrieved March 3, 2022, from https://bnews.vn/long-an-phan-dau-dat-3-000-ha-thanh-long-tieu-chuan-vietgap/167744.html
26. Vietrade. (2019). Tinh Hinh San Xuat va Xuat Khau Thanh Long Nam 2019. Retrieved February 1, 2022, from http://www.vietrade.gov.vn/tin-tuc/4161/tinh-hinh-san-xuat-va-xuat-khau-thanh-long-nam-2019
27. Vinay Goel. (2021). An Update Timeline for Privacy Sandbox Milestones. Google. Retrieved March 30, 2022, from https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/
28. Zespri Kiwifruit. (2016). The Benefits of GlobalGAP. APAC Accreditation. Retrieved December 23, 2021, from https://www.apac-accreditation.org/app/uploads/2017/08/IAF_ILAC_JAS-ANZ_globalg.a.p_presentation.pdf
29. Zespri Media Release. (2020). Zespri Reveals Bold New Brand Identity. Retrieved December 23, 2021, from https://www.zespri.com/en-NZ/newsroomdetail/zespri-brand-refresh
30. Zespri Singapore Records. (2018). Zespri Created a National Record for Largest Human Pinball Game. Retrieved December 23, 2021, from https://zespri.singaporerecords.com/
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363111
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363111
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.author (Authors) 鄭佩英zh_TW
dc.contributor.author (Authors) Trinh, Boi-Anhen_US
dc.creator (作者) 鄭佩英zh_TW
dc.creator (作者) Trinh, Boi-Anhen_US
dc.date (日期) 2022en_US
dc.date.accessioned 6-Jul-2023 16:52:45 (UTC+8)-
dc.date.available 6-Jul-2023 16:52:45 (UTC+8)-
dc.date.issued (上傳時間) 6-Jul-2023 16:52:45 (UTC+8)-
dc.identifier (Other Identifiers) G0108363111en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145888-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 108363111zh_TW
dc.description.abstract (摘要) 越南火龍果在近年來的生產量和外銷量方面有顯著的成長。越南也是亞洲最大的火龍果種植國家，也是全球主要的火龍果出口國家之一。越南火龍果的主要市場是亞洲地區，尤其是中國、泰國、印尼、香港、馬來西亞和新加坡等國家。此外，越南也開始向歐洲（如荷蘭、西班牙、德國、英國）和美洲（如加拿大、美國、智利）等地區出口火龍果。

儘管越南火龍果的出口額每年都有亮眼的表現，但缺乏了統一的行銷計劃和品牌建設，導致越南火龍果無法在市場上充分展示其整體價值，並與其他國家的火龍果形成差異化。另外，新冠肺炎疫情的爆發也對越南火龍果的產量及出口額構成威脅，特別是來自中國市場的競爭。

建立品牌對於產品行銷至關重要，它可以幫助產品在市場上樹立形象，提供穩定的品質保證，並贏得消費者的信賴和喜好。品牌建設還需要根據各個國家和地區的市場需求，制定相應的行銷策略和活動。因此，本論文提出通過探討紐西蘭Zespri奇異果以及美國Sunkist柑橘的品牌行銷策略，來建立出越南統一的火龍果品牌，使其能夠與競爭對手區分開來，提供穩定的高品質產品，並在市場上取得競爭優勢。此外，通過針對不同國家市場的定位和行銷活動，越南火龍果可以提高消費者對其產品的喜愛度和信賴度。		zh_TW
dc.description.abstract (摘要) In recent years, Vietnamese dragon fruit has experienced significant growth in terms of production and export volume. Vietnam is the largest dragon fruit cultivating country in Asia and one of the major dragon fruit exporters worldwide. The primary markets for Vietnamese dragon fruits include countries in the Asian region, such as China, Thailand, Indonesia, Hong Kong, Malaysia, and Singapore. Additionally, Vietnam has expanded its dragon fruit exports to Europe (including the Netherlands, Spain, Germany, and the United Kingdom) and the Americas (including Canada, the United States, and Chile), among other regions.

Despite impressive sales figures, Vietnamese dragon fruit still lacks a unified marketing plan and brand development, which limits its ability to fully showcase its value in the market and differentiate itself from dragon fruits produced in other countries. Furthermore, the outbreak of the COVID-19 pandemic poses a threat to the production and export volume of Vietnamese dragon fruit, particularly due to competition from China.

Brand development is crucial for product marketing as it helps establish brand image, provide stable quality assurance, and win consumer trust and preference. Successful brand building requires the formulation of effective marketing strategies and activities based on the market demands of different countries and regions. Therefore, the thesis primarily proposes the establishment of a global brand for Vietnamese dragon fruit by thoroughly examining the brand strategies of Zespri from New Zealand and Sunkist from the United States. This approach aims to differentiate Vietnamese dragon fruits from its competitors, provide consistently high-quality products, and gain a competitive advantage in the market. Furthermore, by targeting and conducting marketing activities targeted at different national markets, Vietnamese dragon fruit can enhance consumer preference and trust in its products.		en_US
dc.description.tableofcontents 謝辭 I
中文摘要 II
英文摘要 III
目次 V
第一章 緒論 01
第一節 研究背景與動機 01
第二節 研究目的 03
第三節 研究流程 04
第二章 文獻探討 05
第一節 品牌權益 05
第二節 品牌權益模型 10
第三章 Zespri 及 Sunkist 品牌活動分析 21
第一節 紐西蘭 Zespri 的品牌行銷策略 22
第二節 美國 Sunkist 的品牌行銷策略 34
第四章 越南火龍果的品牌與行銷策略 42
第一節 越南火龍果的概況 42
第二節 越南火龍果外銷市場的競爭力分析 49
第三節 建立越南火龍果的品牌 60
第四節 建立越南火龍果的行銷策略 64
第五章 結論與建議 76
第一節 結論 76
第二節 建議 78
參考文獻 80
中文文獻 80
英文文獻 81
電子化文獻 83		zh_TW
dc.format.extent 4226164 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363111en_US
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 品牌行銷zh_TW
dc.subject (關鍵詞) 品牌共鳴zh_TW
dc.subject (關鍵詞) Zespri奇異果zh_TW
dc.subject (關鍵詞) Sunkist柑橘zh_TW
dc.subject (關鍵詞) 越南火龍果zh_TW
dc.subject (關鍵詞) Brand Equityen_US
dc.subject (關鍵詞) Brand Marketingen_US
dc.subject (關鍵詞) Brand Resonanceen_US
dc.subject (關鍵詞) ZESPRIen_US
dc.subject (關鍵詞) SUNKISTen_US
dc.subject (關鍵詞) Vietnamese Dragon Fruiten_US
dc.title (題名) 打造越南火龍果全球品牌行銷策略之研究zh_TW
dc.title (題名) A study on building global brand marketing strategies for Vietnam`s dragon fruiten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
1. 洪順慶（2006）。台灣品牌競爭力：台灣企業從代工走向自創品牌的策略（初版）。台北市：天下雜誌。
2. 吳克振（譯）（2001）。品牌管理（初版）（原作者：Keller, K. L.）。台北市：華泰文化。
3. 袁世珮、 黃家慧（譯）（2001）。品牌思維 打造優勢品牌的五大策略（初版）（原作者：Knapp, Duane E.）。台北市：麥格羅希爾。
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