| dc.contributor.advisor | 何小台 | zh_TW |
| dc.contributor.advisor | Ho, Chester | en_US |
| dc.contributor.author (作者) | 賴佩芸 | zh_TW |
| dc.contributor.author (作者) | Lai, Peggy | en_US |
| dc.creator (作者) | 賴佩芸 | zh_TW |
| dc.creator (作者) | Lai, Peggy | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-九月-2011 18:20:12 (UTC+8) | - |
| dc.date.available | 29-九月-2011 18:20:12 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-九月-2011 18:20:12 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0096933013 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50954 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 96933013 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | Chapter 1 Executive Summary…………………………………………..1 1.1 Background………………………………………………………………….1 Chapter 2 Market overview……………………………………...............2 2.1 Category Overview………………………………………………………….2 Chapter 3 Consumer Study…………….………………………...............6 3.1 Target Segment Introduction………………………………………………...6 3.2 Consumer Insight….………………………………………………………...6 Chapter 4 Product……………………………………………………….12 4.1 Product Concept………………………………………………...………….12 4.2 Product Introduction……………………………………………………….13 Chapter 5 Launch Strategy………………………………….………….14 5.1 Objective…………………….…………………………………..................14 5.2 Brand Issues……………………………….……………………................14 5.3 Launch Strategy……………………………….……………………………15 Chapter 6 Financial Projection……………………………..…………..27 6.1 Sales Forecast……………..……….…………………………..…………..27 6.2 Advertising and Promotion Expense……………………………….……...28 6.3 P&L Projection….……………………………………………………...….29 Appendix………………………………………………………………………. 30 i. References….…………………………………………….…...…….…...…31 | - |
| dc.description.tableofcontents | Chapter 1 Executive Summary…………………………………………..1 1.1 Background………………………………………………………………….1 Chapter 2 Market overview……………………………………...............2 2.1 Category Overview………………………………………………………….2 Chapter 3 Consumer Study…………….………………………...............6 3.1 Target Segment Introduction………………………………………………...6 3.2 Consumer Insight….………………………………………………………...6 Chapter 4 Product……………………………………………………….12 4.1 Product Concept………………………………………………...………….12 4.2 Product Introduction……………………………………………………….13 Chapter 5 Launch Strategy………………………………….………….14 5.1 Objective…………………….…………………………………..................14 5.2 Brand Issues……………………………….……………………................14 5.3 Launch Strategy……………………………….……………………………15 Chapter 6 Financial Projection……………………………..…………..27 6.1 Sales Forecast……………..……….…………………………..…………..27 6.2 Advertising and Promotion Expense……………………………….……...28 6.3 P&L Projection….……………………………………………………...….29 Appendix………………………………………………………………………. 30 i. References….…………………………………………….…...…….…...…31 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096933013 | en_US |
| dc.subject (關鍵詞) | 女性體重管理麥米片 | zh_TW |
| dc.subject (關鍵詞) | Female Weight Management Cereal | en_US |
| dc.title (題名) | 女性體重管理麥米片之上市計畫 | zh_TW |
| dc.title (題名) | The launch plan of female weight management cereal | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | i. References | zh_TW |
| dc.relation.reference (參考文獻) | [1] Nielsen Retailer Data- RTEC Category Data Base, Year 2009 | zh_TW |
| dc.relation.reference (參考文獻) | [2] TNS World Panel Household Quarterly Summary Report, Year 2009 Q3 | zh_TW |
| dc.relation.reference (參考文獻) | [3] TNS Special K Pre-Launch Qualitative Report, 2008 Q4 | zh_TW |
| dc.relation.reference (參考文獻) | [4] Research International Special K concept and Product Test, 2009 | zh_TW |
| dc.relation.reference (參考文獻) | [5] Kellogg’s website: http://www.kelloggs.com.tw, April, 2011 | zh_TW |
| dc.relation.reference (參考文獻) | [6] TNS Special K Post-Evaluation Report, 2009 | zh_TW |
| dc.relation.reference (參考文獻) | [7][8][9] Special K Marketing Plan, 2010 | zh_TW |
