| dc.contributor.advisor | 邱奕嘉 | zh_TW |
| dc.contributor.advisor | Chiu, Yi-Chia | en_US |
| dc.contributor.author (Authors) | 吳宣賢 | zh_TW |
| dc.contributor.author (Authors) | Wu, Hsuan-Hsien | en_US |
| dc.creator (作者) | 吳宣賢 | zh_TW |
| dc.creator (作者) | Wu, Hsuan-Hsien | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 4-Feb-2025 15:25:42 (UTC+8) | - |
| dc.date.available | 4-Feb-2025 15:25:42 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Feb-2025 15:25:42 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0112932413 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/155412 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 112932413 | zh_TW |
| dc.description.abstract (摘要) | 台灣的拉麵市場正經歷快速成長與激烈競爭。在價格競爭的策略日漸失效之際，品牌唯有專注於價值創造，才能確立持久的市場地位。本研究以價值創造為核心，透過個案研究方法，深入剖析一家台灣拉麵連鎖品牌如何成功整合STP策略（市場區隔、目標市場選擇與產品定位）與WTP價值導向策略的應用，實現顧客價值與企業成長的雙贏。
案例分析顯示，該品牌將資源集中於兩個核心目標客群：家庭客群與上班族，並針對其特定需求進行價值驅動策略的優化。對於家庭客群，品牌聚焦於創造更親子友善的用餐環境，設計多功能座位區，提升家庭用餐的便利與舒適性；而針對上班族，則透過優化出餐效率與引入數位點餐系統，滿足快節奏生活中的用餐需求。實施這些策略後，使品牌能快速發展，門市數從7家增至113家，實現快速擴張。
這一案例表明，真正的競爭優勢來自對顧客需求的認知與資源的高效分配。當企業將資源聚焦於創造顧客價值，競爭便不再只是價格的比拼，而是品牌價值的較量。企業的真正挑戰，不僅在於追隨市場變化，而在於如何引領變化，使顧客的需求成為企業成長的驅動力。這正是創業者需要回答的關鍵問題，也是這項研究試圖提供的洞察。 | zh_TW |
| dc.description.abstract (摘要) | Taiwan's ramen market is experiencing rapid growth and intense competition. As price-based competition strategies gradually lose their effectiveness, brands must focus on value creation to establish sustainable market positions. This study centers on the concept of value creation and employs a case study methodology to analyze how a Taiwanese ramen chain successfully integrates STP strategies (segmentation, targeting, and positioning) with WTP (willingness-to-pay) value-driven strategies to achieve a win-win outcome for customer satisfaction and business growth.
The case analysis reveals that the brand strategically concentrated its resources on two core target groups: families and office workers. Tailored value-driven strategies were implemented to address their specific needs. For families, the brand focused on creating a more child-friendly dining environment and designing multifunctional seating areas to enhance convenience and comfort. For office workers, the brand optimized food delivery efficiency and introduced digital ordering systems to meet the fast-paced dining demands of this segment. These strategies enabled the brand to scale rapidly, expanding from 7 stores to 113 stores within a short period.
This case demonstrates that true competitive advantage lies in understanding customer needs and efficiently allocating resources. When a company focuses its efforts on creating customer value, competition transcends price wars and evolves into a contest of brand value. The real challenge for businesses is not merely adapting to market changes but leading them by making customer needs the driving force for organizational growth. This is the critical question entrepreneurs must address, and it is the insight this study aims to provide. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究方法與範圍 4
第四節 研究流程 6
第二章 文獻回顧 9
第一節 STP理論基礎 9
第二節 WTP理論基礎 11
第三節 價值驅動因子理論 14
第四節 文獻總結與研究切入點 16
第三章 產業背景與個案公司介紹 18
第一節 台灣餐飲連鎖市場概況 18
第二節 台灣拉麵市場現況 24
第三節 個案公司背景描述 25
第四章 個案研究與分析 28
第一節 個案公司品牌定位 28
第二節 STP行銷策略 30
第三節 價值驅動因子 33
第四節 WTP價值導向策略 40
第五節 策略實施成果分析 42
第五章 結論與建議 46
第一節 研究結論 46
第二節 研究發現與應用 49
第三節 實務策略建議 51
第四節 研究限制 53
第五節 研究後續建議 55
參考文獻 57 | zh_TW |
| dc.format.extent | 1556096 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0112932413 | en_US |
| dc.subject (關鍵詞) | STP策略 | zh_TW |
| dc.subject (關鍵詞) | WTP願付價格 | zh_TW |
| dc.subject (關鍵詞) | 拉麵市場 | zh_TW |
| dc.subject (關鍵詞) | 市場區隔 | zh_TW |
| dc.subject (關鍵詞) | 品牌定位 | zh_TW |
| dc.subject (關鍵詞) | 價值創造 | zh_TW |
| dc.subject (關鍵詞) | 價值驅動因子 | zh_TW |
| dc.subject (關鍵詞) | STP strategy | en_US |
| dc.subject (關鍵詞) | WTP (Willingness to Pay) | en_US |
| dc.subject (關鍵詞) | Ramen market | en_US |
| dc.subject (關鍵詞) | Market Segmentation | en_US |
| dc.subject (關鍵詞) | Brand positioning | en_US |
| dc.subject (關鍵詞) | Value creation | en_US |
| dc.subject (關鍵詞) | Value Drivers | en_US |
| dc.title (題名) | 從價值創造觀點分析台灣拉麵公司之行銷策略 | zh_TW |
| dc.title (題名) | An Analysis of the Marketing Strategies of Taiwanese Ramen Companies through the Lens of Value Creation | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 一、中文文獻
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