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題名 探討台灣連鎖茶飲進軍日本市場成功因素 - 春水堂為例
The Success Factors of Taiwanese Chain Tea Stores Entry into the Japanese Market: A Case Study of Chun Shui Tang
作者 黃文明
Huang, Wen-Ming
貢獻者 黃家齊
黃文明
Huang, Wen-Ming
關鍵詞 春水堂
茶飲連鎖
品牌定位
海外營運
Chun Shui Tang
chain tea
brand positioning
overseas operations
日期 2024
上傳時間 3-Mar-2025 13:33:16 (UTC+8)
摘要 本研究旨在探討台灣連鎖茶飲春水堂進軍日本市場的成功因素，藉以提供其他台灣連鎖茶飲品牌進軍日本市場的參考依據。本研究以台灣春水堂進軍日本市場為個案，透過文獻探討和個案研究及訪談的方式，歸納出春水堂在進軍日本市場的成功因素。研究發現，春水堂成功進軍日本市場的關鍵因素包括：品牌定位與價值觀的傳承、產品策略的調整、經營策略的靈活調整、與當地夥伴的良好合作關係等。
The research is to explore the successful factors of Taiwan's chain tea brand Chun Shui Tang's entry into the Japanese market, in order to provide a reference for other Taiwanese chain tea brands entering the Japanese market. This study takes the case of Chun Shui Tang's entry into the Japanese market as an example, and through literature review, case study, and interviews, summarizes the successful factors of Chun Shui Tang's entry into the Japanese market. The study found that the key factors for Chun Shui Tang's successful entry into the Japanese market include brand positioning and value inheritance, product strategy adjustment, flexible business strategy adjustment, and good cooperation with local partners.
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932025
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110932025
資料類型 thesis
dc.contributor.advisor 黃家齊zh_TW
dc.contributor.author (Authors) 黃文明zh_TW
dc.contributor.author (Authors) Huang, Wen-Mingen_US
dc.creator (作者) 黃文明zh_TW
dc.creator (作者) Huang, Wen-Mingen_US
dc.date (日期) 2024en_US
dc.date.accessioned 3-Mar-2025 13:33:16 (UTC+8)-
dc.date.available 3-Mar-2025 13:33:16 (UTC+8)-
dc.date.issued (上傳時間) 3-Mar-2025 13:33:16 (UTC+8)-
dc.identifier (Other Identifiers) G0110932025en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/155870-
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) 110932025zh_TW
dc.description.abstract (摘要) 本研究旨在探討台灣連鎖茶飲春水堂進軍日本市場的成功因素，藉以提供其他台灣連鎖茶飲品牌進軍日本市場的參考依據。本研究以台灣春水堂進軍日本市場為個案，透過文獻探討和個案研究及訪談的方式，歸納出春水堂在進軍日本市場的成功因素。研究發現，春水堂成功進軍日本市場的關鍵因素包括：品牌定位與價值觀的傳承、產品策略的調整、經營策略的靈活調整、與當地夥伴的良好合作關係等。zh_TW
dc.description.abstract (摘要) The research is to explore the successful factors of Taiwan's chain tea brand Chun Shui Tang's entry into the Japanese market, in order to provide a reference for other Taiwanese chain tea brands entering the Japanese market. This study takes the case of Chun Shui Tang's entry into the Japanese market as an example, and through literature review, case study, and interviews, summarizes the successful factors of Chun Shui Tang's entry into the Japanese market. The study found that the key factors for Chun Shui Tang's successful entry into the Japanese market include brand positioning and value inheritance, product strategy adjustment, flexible business strategy adjustment, and good cooperation with local partners.en_US
dc.description.tableofcontents 第一章 緒論 6 第一節 研究背景 6 第二節 研究動機 9 第三節 研究目的 14 第二章 文獻探討 15 第一節 茶葉的定義與茶產業現況 15 第二節 台灣茶飲連鎖進軍日本概況 20 第三節 五力分析 24 第四節 SWOT 分析 33 第五節 STP 行銷策略分析 39 第六節 品牌形象 42 第七節 品牌定位 47 第三章 研究方法 52 第一節 研究對象 52 第二節 訪談研究法 58 第三節 個案研究 59 第四章 個案探討 61 第一節 資料分析 61 第二節 春水堂五力分析 65 第三節 春水堂SWOT分析 67 第四節 春水堂STP分析 70 第五章 結論與建議 72 第一節 結論 72 第二節 建議 74 第三節 研究貢獻 78 參考文獻 79 附錄1 訪談問卷 93 附錄2 訪談問卷逐字稿 95 表目錄 表2-1 近7年全球茶產業情況 17 表2-2 五力分析架構 27 表2-3 SWOT分析之內涵 36 表2-4 品牌形象近期相關研究 45 表4-1 春水堂SWOT分析 67 表4-2 春水堂STP分析 70zh_TW
dc.format.extent 1393231 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110932025en_US
dc.subject (關鍵詞) 春水堂zh_TW
dc.subject (關鍵詞) 茶飲連鎖zh_TW
dc.subject (關鍵詞) 品牌定位zh_TW
dc.subject (關鍵詞) 海外營運zh_TW
dc.subject (關鍵詞) Chun Shui Tangen_US
dc.subject (關鍵詞) chain teaen_US
dc.subject (關鍵詞) brand positioningen_US
dc.subject (關鍵詞) overseas operationsen_US
dc.title (題名) 探討台灣連鎖茶飲進軍日本市場成功因素 - 春水堂為例zh_TW
dc.title (題名) The Success Factors of Taiwanese Chain Tea Stores Entry into the Japanese Market: A Case Study of Chun Shui Tangen_US
dc.type (資料類型) thesisen_US
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