品牌的建立與永續經營：以檜山坊的品牌故事為例

Abstract

本研究目的是藉由檜山坊於品牌管理與實踐永續經營之企業經驗，嘗試驗證如何將品牌建立與企業的永續發展相結合，並探討其對企業經營之影響。以檜山坊在品牌經營和永續發展方面的實踐，並結合相關學說理論佐證。研究方法採用非結構式訪談法，選取不同的客戶族群進行深度訪談，探究他們對檜山坊產品的實際體驗，並將受訪者之研談內容進一步地分析。研究所得結論如下：檜山坊於品牌建立的要素中，無論從品牌的核心價值，再至品牌定位、品牌形象，以及品牌經營管理等，檜山坊已經滿足了品牌建立的條件。

The purpose of this study is to investigate the integration of brand building and sustainable development within an enterprise, with a focus on the experiences of Kuai Shan Fang in brand management and sustainable practices. The study aims to examine the impact of this integration on enterprise management. To achieve this, relevant theories and concepts will be applied. The research method chosen for this study is the unstructured interview approach. Different customer groups will be selected to conduct in-depth interviews, aiming to explore their real experiences with Kuai Shan Fang's products. The content of these interviews will be thoroughly analyzed to gain valuable insights. Kuai Shan Fang has fulfilled all the essential elements for brand establishment, ranging from core values, brand positioning, brand image, to brand management.